site.btaNew Advertising Campaign to Highlight Bulgaria's Competitive Advantages in Medical Tourism

The Tourism Ministry has placed health tourism, particularly medical tourism, at the forefront of its development strategy. Earlier this week, the Ministry hosted the inaugural meeting of a working group tasked to establish Bulgaria as a competitive and preferred destination for medical tourism. The group was launched by order of Tourism Minister Miroslav Borshosh and includes representatives of the Ministry of Health, the Bulgarian Union of Balneology and Spa Tourism (BUBSPA), the Bulgarian Hospital Association, the National Sports Academy, Varna Medical University, Inspiro Foundation and the Bulgarian Association of Physical Medicine and Rehabilitation.

Medical tourism is a strategic opportunity for Bulgaria, Borshosh said. “We have everything we need to position this country as a leading destination in Europe - it is a matter of acting decisively and purposefully. Investing in health tourism will not only lead to economic benefits, but also to establishing our country as a place for quality and affordable healthcare," he added.

Despite having excellent natural resources, modern medical infrastructure and great specialists, Bulgaria has yet to make significant strides in becoming a top destination for medical treatments and recovery, the Minister said. “A new marketing campaign that will highlight Bulgaria’s competitive advantages, such as fast access to specialists, high treatment standards and affordable costs is planned to be launched,” he said.

To support long-term growth, the Ministry will conduct a comprehensive market analysis to identify areas where Bulgaria can lead in medical tourism. The group will also study best practices of other European countries and establish clear standards for medical tourism services. The development of balneotherapy and SPA tourism will also be a priority as Bulgaria has considerable potential in this area.

The Tourism Ministry is committed to working closely with health institutions, investors and international partners to ensure the stability and sustainability of the medical tourism sector in the long run.

Speaking at a forum in October 2024, BUBSPA Chair and European SPA Association Vice-President Siyka Katsarova said that every euro invested in prevention saves EUR 7 in treatment. She also stressed the importance of expanding the National Social Security Institute’s programme to include certified medical SPA centres, which would allow more people to access a wider range of services, benefiting both patients and the industry.