site.btaTourism Ministry Signs Historic Memorandum of Cooperation with Japan Tourism Agency

Bulgarian Minister of Tourism Evtim Miloshev signed a historic Memorandum of Cooperation with the Japan Tourism Agency, laying the groundwork for more active tourism ties between the two countries, the Tourism Ministry said here on Thursday. The memorandum, which is the result of six years of preparation, aims not only to increase the flow of tourists between Bulgaria and Japan but also to improve international cooperation within the framework of the United Nations World Tourism Organization.

Japan, as the world's fourth-largest economy, is a key partner in tourism. Miloshev pointed out that Japan already knows Bulgaria through its famous yoghurt, rose oil, and the well-known sumo wrestler Kotoōshū (Kaloyan Mahlyanov). "However, there's much more potential to attract Japanese tourists. Our aim is to establish direct flights," Miloshev stated.

Bulgaria will have a dedicated national stand at Tourism Expo Japan 2024, one of the top events in the tourism industry, taking place in Tokyo from September 26 to 29, 2024. Representatives from Sofia Municipality, Plovdiv Municipality, and leading Bulgarian tour operators will also attend. Their goal is to connect with the Japanese tourism industry, build long-term partnerships, and promote Bulgaria as a tourist destination in Japan.

During the official opening of the exhibition, Miloshev, accompanied by Bulgarian Ambassador to Japan Marieta Arabadzhieva, highlighted the importance of Bulgaria's cultural and historical heritage as an attractive tourism product for the Japanese market.

In his visit to Japan, Miloshev held important bilateral meetings with his counterparts from Greece and Montenegro, Olga Kefalogianni and Simonida Kordić. The discussions centred on opportunities for regional cooperation in the Balkans and ways to attract more tourists from distant markets like Japan, according to the Ministry.

Expanding Bulgaria's tourism identity was one of the goals of Miloshev's visit. "Bulgarian-branded yoghurt has made our country's name extremely recognizable in Japan over the past 50 years," Miloshev said. "We can build on this legacy by presenting Bulgaria as a destination with unique cultural and historical landmarks, spa and wellness resorts, rich cuisine and excellent wine, as well as impressive natural attractions," he added.

Bulgaria has a long history and offers unique experiences beyond the usual symbols in Japan. Its rich nature provides authentic adventures for Japanese tourists. The Ministry noted that the new memorandum will boost tourism between Bulgaria and Japan and create new opportunities for cooperation.

The Ministry announced Miloshev's visit to Japan at the end of last week. Miloshev also met with leading Japanese media outlets, Fuji TV and Kanagawa TV. Discussions centred around promoting Bulgaria as a tourist destination for Japanese tourists and the possibility of exchanging programs with Bulgarian broadcast companies, the Ministry said.