site.btaBTA Chief: "Union of Ski, Sun and Spa - Without Borders" Is Good Message to Foreign Tourists

The Bulgarian News Agency (BTA) held the sixth edition of its forum on Bulgarian tourism, BG Tourism – Winter 2024/2025, here on Friday. The meeting brought together representatives of state and municipal institutions, the tourism business, NGOs, media, scientists and experts to discuss the messages in the presentation of tourism in Bulgaria in the winter season.

Summarizing the discussions held during the forum, BTA Director General Kiril Valchev said: "The final message that Bulgaria should start broadcasting was said in different words - about the diversity our country offers, which makes a great slogan: the union of ski, sun and spa - without borders." "The free movement gives a great opportunity to try to work with our neighbours, specifically Romania and Greece, but also to offer common packages and common advertising in the Balkans," Valchev said.

The forum was organized with the partnership of the Bulgarian Union of Balneology and Spa Tourism (BUBSPA). It is part of BTA's initiative of tourism forums that are held twice every year at the beginning of the summer and winter tourist seasons.

Among the participants in Friday’s forum were caretaker Minister of Tourism Evtim Miloshev, Deputy Tourism Minister Irena Georgieva, the President’s advisor for environment, Rossitsa Karamfilova-Blagova, BTA Director General Kiril Valchev, BUBSPA Ambassador Meglena Plugchieva, BUBSPA Secretary General Tsvetina Ivanova, and local mayors. Also participating were Bulgarian National Radio Director General Milen Mitev, Anton Andonov, member of the Board of Bulgarian National Television, Dimitar Anestev, producer of news at bTV, Alexander Raykov, producer of the newsroom planning at Nova TV, Council of Electronic Media member Gabriela Naplatanova, as well as rectors and representatives of three universities, hotel and restaurant businesses.

Opening the forum, BTA Director General Kiril Valchev said that the idea behind the forum in a spa hotel at the foot of Pirin Mountain is to focus the specific message on year-round tourism in Bulgaria every year.

Valchev noted that such a message is also summarized by the Bulgarian Union of Balneology and Spa Tourism (BUBSPA) to present Bulgaria as the land of the three W's: Wellness, Wein (Wine), and Weltkulturerbe (World Cultural Heritage).

According to Valchev, in a year when in many places around the world there is talk of economic recession, Bulgaria should rely on messages that winter holidays here are a bargain. Valchev underscored that this should not be with an emphasis on low prices, but on added value, pointing to the possibility of combining skiing and spa. A possible message is "Bulgaria: the Land of the Three S - Ski, Sea and SPA".

In Valchev's words, the focus on balneo, SPA, climate and medical tourism allows Bulgaria to be presented as a country with more than 550 explored deposits of thermal and mineral waters, with more than 1,600 mineral springs, with a flow rate of 4,900 litres per second, which places Bulgaria first in continental Europe and second in Europe after Iceland for natural mineral and spring water resources. Valchev also noted that Bulgaria has proven places with air for climatotherapy, offers the opportunity for thalassotherapeutic tourism, and has six lakes with healing mud and salt pans.

Another highlight of this winter season is that it is Bulgaria's first as a full member of Schengen, following the EU Council's decision on Thursday to abolish checks at the Schengen land borders of Bulgaria and Romania. That is why one of the possible messages relevant to the neighbouring Greek and Romanian tourists is also "Bulgaria: Ski & Spa without Borders in the EU", Valchev said. The abolition of land border controls between the neighbouring Greeks and Romania is also an opportunity for common messages on shared routes, Valchev added.

It is important to have specific messages to Bulgarians outside the borders of Bulgaria, for whom their homeland is also a tourist destination and more accessible for skiing and spa, without border controls after the entry in Schengen, said Valchev.

At the beginning of the forum, the BTA Director General recalled the previous five forums, which BTA organizes annually at the beginning of the summer and winter season in Bulgaria. At the five editions of the forum held so far, the specific messages for the seasons were related to the specific challenges in different years. In the summer of 2022 in Varna, the message "Bulgaria Is Safe" was chosen, and in the winter of 2022/2023 in Bansko, the message "Bulgaria: Vacation without Restrictions" was chosen, when countries in Europe had restrictions on electricity, water, heating, working hours, etc. In the summer of 2023 in Burgas, the message "Bulgaria: More Value, Same Price" was chosen, and in the winter of 2023/2024 in Samokov the message was "Bulgaria: There Is Snow!/ Bulgaria: A Safe destination". In the summer of this year in the resort of Albena, the message was "Bulgaria: Warm but not Hot", as well as "You Are Welcome in Bulgaria!".

Tourism Minister Evtim Miloshev said that today more than ever, Bulgarian tourism needs to assert its identity with confidence and self-assurance after joining Schengen by land as of January 1, 2025. For this reason, he believes that the the first message to be sent is that Bulgaria is a safe destination. 

"In the context of global crises and conflicts, Bulgaria is establishing itself as a safe and stable place for tourism. Here guests find peace, hospitality and safety - values that are of paramount importance in today's world. Bulgaria is a place where tourists can feel safe and welcome," the Tourism Minister said.

He underscored that Bulgaria offers a unique quality-price ratio. "Our tourist product has no equal in the region and beyond: a combination of affordable prices and high quality services," the Minister said. In his words, with regard to the abolished VAT discount for restaurants and sports facilities, which in particular affects the prices of ski passes, when looking at the entire tourist package, the quality-price ratio is a great advantage for Bulgarian tourism. This makes the country an attractive destination both for traditional markets and for new, more demanding tourists, Miloshev said. 

He said that the focus in 2025 will be on Bulgaria being a destination where the experience surpasses the price, adding that this is also a message of sorts.

According to the Minister, what makes Bulgaria truly different is the diversity of experiences and rich cultural heritage. Bulgaria is one of the few countries that offer such a wealth of experiences gathered in one place. Bulgaria is nature, culture, history, traditions, cuisine, wine and modernity all rolled into one, Miloshev said and said that next year will continue the development of these unique assets: from the sea to the mountains, from ancient sites to modern festivals.

These three messages require institutions, businesses, and society to communicate with confidence and pride about what they are creating, Miloshev told the forum.

Miloshev underscored that it is important to have a regular government with a strong parliamentary majority; to have people who can state policies, which are primarily done through the budget, and to bring the conversation about tourism to the national level.

"Tourism can and always is an engine of economic development and growth, but it is also a source of national pride," the Minister summed up.

BUBSPA Ambassador Meglena Plugchieva said that she regards Friday’s forum in Banya as a type of training for Bulgarians, businesses, and institutions on how to advertise, because Bulgaria needs better ads. 

As a pillar of the media landscape in Bulgaria, BTA has a contract with 49 foreign news agencies, Plugchieva recalled and added that the Agency transmits information abroad in English and this is a way of advertising in Bulgaria. 

"We need synergy, symbiosis between media, municipalities, scientific community. Bansko manages to be a symbol of good work and is an emblem in this respect, said the Ambassador of the Bulgarian Union of Balneology and Spa Tourism.

Plugchieva said that based on her contacts abroad, she has the impression that Bansko is a well-known resort, but it should be the same for the whole of Bulgaria. "I hope Bulgaria shines with its own light and evokes respect and esteem given the combination of climate, nature, culture, and history," Plugchieva added.

Her proposal for the motto of Bulgaria's advertising campaign is to present the country as a year-round tourist product: "A Delight for All the Senses." Bulgaria offers this combination, Plugchieva added. She pointed out that if foreign tourists get to know Bulgaria, they will fall in love with it.

During the forum, the Mayors of Razlog and Bansko discussed the development of the region as a mission and the successful symbiosis between the neighboring municipalities. 

Razlog Mayor Krassimir Gerchev pointed out that the area has not only skiing opportunities but also mineral water, a golf course and other features that attract tourists. Gerchev drew attention to advertising, pointing out that he sees little advertising of native products at the expense of advertising of tourist sites of other countries. My wish is to reverse the emphasis and be more present in Bulgaria and in other countries, Gerchev said. 

Gerchev also commented on Bulgaria's full accession to Schengen, pointing out that this gives many opportunities. "But we have to offer what we have, because there are wonderful places that people don't know about, and we can't sell our product," he noted.

Bansko Mayor Stoycho Banenski said that the municipalities of Bansko, Razlog, Belitsa and Yakoruda work in symbiosis. According to him, the profile of the tourist has changed, as now the guests of a resort or tourist site want to visit as many places as possible.

"If someone comes to ski, he wants to go to the spa, he would like to see the Bear Park in Belitsa, to go to Treshtenik, people want to see a lot of things in one week," Banenski explained. 

The Mayor of Bansko put an emphasis on the communication with state authorities, commenting on the need to be heard about the problems. He gave as an example the topic of a second gondola lift in Bansko. He noted that the construction of a second gondola line has been a topic for 20 years, and not only Bansko but also other mountain resorts have such a problem. "This is a state policy, and there are things that we can solve at the local level, but this is not a problem of the municipality, the mayor or the municipal council; it is a problem of the people," Banenski argued. 

Representatives of the academic community proposed several messages with which to present Bulgaria's tourism product. The scientists also highlighted the need for State support for the promotion of tourism in the regions.

Neofit Rilski South-West University Rector Nikolay Marin called on the caretaker Minister of Tourism to try to find funds to promote Bulgaria. The local authorities are making a lot of efforts, but the State should support them in advertising, Marin argued. "Tourism is always a topic that seemingly unites us, but it is also one of the topics that divide us, as we start to have disputes - which neighbouring country, what tourist product offers better prices and better conditions," he commented. According to him, Bulgaria, as a unique tourist destination, has different types of tourism and it is very difficult to unite all these tourist products under one logo or one brand. "For me, the challenge is how to unite Bulgarian tourism. If traditions are the first unifying point, let us put them together with hospitality as a brand on which we can unite," the scholar suggested. Another focus is security and competitiveness. Bulgaria is also the country offering the most comprehensive tourism - wine, spa, ski, sea, pilgrimage. For the latter, the scientist pointed out that Bulgaria can offer common religious cultural routes with Greece; this is also a priority for world tourism - to create common tourism products. According to him, however, Bulgaria should derive its national interest from this wide-ranging tourism.

The head of the Department of Economics of Tourism at the University of National and World Economy (UNWE), Prof. Mariana Yaneva, pointed out that next year the Department will celebrate its 30th anniversary. "In the last two years, we have made a serious effort to connect with business and local executives and have held ten Brand Bulgaria, Hospitality in Four Seasons forums," the scholar said. She stressed the importance of talking to students about the positive competitive aspects of Bulgarian tourism so that they would want to get involved in the sector. Among the messages for this winter season, she highlighted "Snow, Sun, Spa and Balneo".

Prof. Elenita Velikova from the Department of Economics of Tourism at the UNWE pointed out that for her, it is important what the main competitive advantage of Bulgaria is. She listed quality, authenticity, style. These are very strong words with which Bulgaria could present itself so as to attract the right tourists to come and enjoy the tourism experience, she added.

The Dean of the Faculty of Economics at the University of Food Technologies in Plovdiv, Prof. Valentina Nikolova-Alexieva, said that apart from food technology, the university also trains students in tourism, hotel and restaurant management. "Currently, we are also training foreign students in gastronomy and tourism, which is a new pilot project of the university, for which we won the Educational Innovation Award," she said. She noted that foreigners are impressed by Bulgaria's hospitality, warmth, traditional dishes and, in her words, they recognize Bulgaria as a cosmopolitan country, with an ancient culture and the centre of many cultures. For this reason, according to her, Bulgaria's tourism message should include not only the possibility of practicing thermal and spa tourism but also "the magnetism, the mystery of Bulgaria, the warmth, hospitality and antiquity of our country".

Bulgarian National Radio Director General Milen Mitev said that everything can be presented in two ways: both positively and negatively. He gave the example of headlines related to the value added tax for the tourism industry. In one of the two cases he presented, one headline provoked a negative reaction in the reader, while the other caused a positive one. The fact that the prices of goods and services are rising is, after all, a natural process, said Mitev. He pointed out that the media is called to present the truth, but it matters a lot how this happens. Mitev also said that lately, only headlines are read; they influence public opinion and the media should approach responsibly. "The tourism business is the face of our country to the world and that makes our responsibility greater. It is a representation of Bulgaria and - an advertisement of the country we live in," Mitev said. "There has long been a consensus that we should concentrate on the quality on offer," he added, pointing out that a satisfied tourist is very likely to return to the place they liked, as opposed to a dissatisfied one. All those involved in tourism can also support each other, the BNR Director General said. "The tourism business is the face of our country to the world and that makes our responsibility greater. It is a representation of Bulgaria and - an advertisement of the country we live in," Mitev said. He called on the representatives of the tourism industry to look for the media actively, because they cannot be everywhere. The media will respond whenever something new is achieved or a new investment is made, he specified. In the discussion, Mitev also pointed out that a national radio survey has shown that contrary to the general expectation of bad news, it turns out that people want more good news. "Such news will also help us as a media," he said. "The best place is where there is a holiday," Mitev said, quoting the words of BTA Director General Kiril Valchev in an interview, adding, "Use holidays to promote regions."

Bulgarian National Television Board member Anton Andonov said there is a lot of sense in discussions like Friday's, but they need to be more frequent and more timely. He pointed out that besides the different approach and point of view in the presentation of the topics, it is important to talk about building relationships so that everyone understands each other better. "We all have our mistakes, but if we talk more often and more, we can also achieve more," he said. He expressed agreement with what the caretaker Tourism Minister had said earlier inthe forum: "we should look at the tourism product as something that offers better quality for its price." Andonov proposed "It's Worth a Try" as a slogan for the upcoming winter season. He further commented that there are no specifically profiled portfolios for tourism in the media, which is an important sector in the country. He pointed to the TV series "Vina" as a good example of advertising, which sparked tourist itineraries following in the "footsteps of the series" and raised the level of tourism in Sandanski (Southern Bulgaria). "This is one of the ways to find the right path," Andonov said, adding that non-traditional approaches should be sought to attract tourists.

bTV producer Dimitar Anestev pointed out that sometimes the industry is angry with journalists for overexposing the black and negative. "These are not our fixations - we are a mirror and show the situation as it is," he said. "We provide information and it has to be honest, it has to engender trust in people. If we don't pay attention to that, people stop trusting us. That's why we stick to the truth and provide balanced, honest information, do fact checking. We also try to show innovation in the industry and people's desire for a particular industry. But lately people not only want information about attractions, scenery but they also demand information about experiences," he added. Anestev also said that the attraction of world stars in concerts also affects the demand and prices of the sites. "We will strive to reflect what is happening and listen to our viewers as constructive criticism, which you should also take into view," Anestev added. 

Alexander Raykov from Nova TV also gave advice to local authorities and business people: to be more active than the disgruntled tourists who go to the media. "Go to the media more often with good news and we cannot bypass them," he said. Raykov added that when there is no dialogue, problems escalate. "Make it so that we devote airtime to tourism," he said, and appealed not to use the media as a mediator in the battle against VAT, because it depends on whether this topic will be the main message in the news.

Council for Electronic Media (CEM) member Gabriela Naplatanova said that conditions must be created for the media to do its job objectively and impartially. It is good to encourage responsible writing - with verified facts and opportunities for all sides to speak, she argued. She noted that some of the negative news comes from social networks and gets a platform in traditional media. "Traditional media are not an adversary but a partner, their work is based on editorial policy. We should respect their work and promote good examples in journalism," she said.

Ivan Bilarev from IB Park Hotels in Gotse Delchev and owner of the Terma Vita Ognyanovo hotel, said that businesses want several things: security, predictability of the rules, fairness and infrastructure. According to him, the message for Bulgaria's national tourism product should be "Bulgaria: A Four-Season Destination". According to Bilarev, this could include sea, skiing, balneo tourism, wine, and history. He said that Bulgaria has recently been offering tourist services with a very good price-quality ratio, which, according to him, is due to the increase in the criteria of people involved in tourism. He pointed out that there are also new niches in tourism, referring to wine tourism, which he said has been developing successfully in recent years. All this can be summarized in the form of a positive message for Bulgarian tourism, said Bilarev. He also mentioned the issue of VAT in tourism, commenting that when it is high, there is always a prerequisite for the expansion of the grey sector". He said VAT could be as high as 30% as long as everyone pays it.

Malin Bistrin, Deputy Chair of the Bulgarian Hotel and Restaurant Association, highlighted the region's advantages in tourism and the opportunities to practice seven types of tourism. "We have good snow to ski, we can play golf, bathe in mineral water, drink good wine, go to the historical sites that are around us - the monasteries, eat our regional cuisine with our regional products," Bistrin said. He noted that the region was advertised on CNN Turk last year. "Let the Turks not do our work, let us advertise ourselves," he said.

At the end of the forum, the BTA Director General said that the next tourism meeting will be on the Black Sea coast in early June. There, too, the unification of the message broadcast at Friday's forum will be sought.