site.btaTourism Ministry Launches International Advertising Campaign with National Geographic, 24 Kitchen

The Bulgarian Ministry of Tourism has launched a large-scale international advertising campaign on National Geographic and 24 Kitchen, TV channels owned by The Walt Disney Company and Warner Bros., the Ministry reported. The campaign, aimed at promoting Bulgaria as a destination for congress, culinary, and wine tourism, began Thursday in nine countries and will run until the end of April. A parallel digital campaign, including pre-roll ads with new videos on YouTube, is also underway.

As part of the media partnership, 2,430 advertisements will be aired across nine key European markets. The commercials will be broadcast on National Geographic channels in the UK, France, Poland, Germany, and Spain, as well as on 24 Kitchen channels in the Netherlands, Serbia, Slovenia, and Croatia. Over 50% of the spots will be shown during prime time.

Tourism Minister Miroslav Borshosh said that that the campaign is another step in Bulgaria’s strategy to present the country as a destination with rich cultural and culinary potential. “Wine, gastronomy, and congress tourism are key elements in developing our tourism sector and creating experiences that remain in the hearts of visitors. Through our partnership with National Geographic and 24 Kitchen, we are reaching millions of travellers looking for authentic and inspiring destinations," he added.

A production team spent several days in Bulgaria filming two 30-second promotional videos, titled "Bulgaria Wine and Gastronomy" and "Bulgaria MICE" (Meetings, Incentives, Conferences, and Exhibitions), showcasing the country’s strengths in these key tourism sectors.

The Ministry of Tourism has a long-standing partnership with National Geographic, and this campaign is part of the Annual National Tourism Advertising Programme. The initiative aims to position Bulgaria as an attractive and safe tourist destination, offering a diverse range of experiences year-round. As a leading global media outlet, National Geographic reaches 760 million households worldwide and is ranked first in consumer trust, targeting travellers with an interest in culture and nature.

In November 2024, the Tourism Ministry and National Geographic announced a joint campaign to promote Bulgaria as a premier destination for wine, gastronomy, and MICE tourism. The Annual National Tourism Advertising Programme emphasizes innovative marketing and digitalization. The Ministry also plans strategic partnerships with major global media outlets such as National Geographic, BBC, and CNN, as well as large-scale digital campaigns on platforms like Google, Meta, and Booking.com. These efforts aim to further position Bulgaria as a top destination for cultural, spa, and wellness tourism.