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Speaking at the conference “Tourism. Nature. Innovation,” organized by the National Tourism Board at the University of Forestry in Sofia on Tuesday, Prof. Branimir Botev, President of the Bulgarian section of the European League for Economic Cooperation, called for greater efforts to promote Bulgaria as a tourist destination. He stressed that despite limited advertising resources, the country can attract interest through authenticity, sustainability, and an emotional connection with visitors. “Tourism is a huge window to the world and a unique opportunity for Bulgaria to promote itself and showcase its history, culture, and nature,” Botev said.
The event is part of the 20th anniversary initiative of the National Tourism Board, titled “The Four Keys to Sustainable Tourism – Culture, Nature, Food and Innovation”, held under the patronage of President Iliana Iotova with institutional support from the Ministry of Tourism. BTA is media partner of the event.
Prof. Botev emphasized the importance of tourism as a strategic industry not only for Bulgaria but globally. According to him, the sector recovered extremely quickly after the pandemic and continues to be one of the key drivers of the economy, while also supporting and stimulating the development of numerous other industries.
He described tourism as an “on-site export”, in which countries offer their products and services directly within their own territory, attracting international customers. In his view, this gives Bulgaria a significant competitive advantage, as the country has exceptionally diverse natural and cultural resources.
Prof. Botev noted that Bulgaria is among the few European countries with the potential to develop five major types of tourism – sea, mountain, spa and wellness, cultural-historical, and rural and eco-tourism, alongside countries such as Italy, Spain, and France.
He further argued that tourism should become a national priority and part of long-term state policy, including in foreign policy, as a tool for strengthening Bulgaria’s international image.
He also pointed out that Bulgaria has a unique historical heritage and is among the oldest states in Europe, but that this message is not being communicated actively enough to the world.
