Bulgaria is Strengthening its Tourism Industry through Media Collaboration, Here’s All You Need to Know

Published on December 6, 2025

At the forum BG Tourism – Winter 2025/2026 in Pamporovo, Southern Bulgaria, the Chair of the Council for Electronic Media, Simona Veleva, pointed out that what is required is strategic and clear communication by the state with which to promote tourism in the country. She called on the government to ensure that the unique selling points of the country—its cultural, natural, and hospitality assets—are communicated persuasively to both Bulgarian and international tourists through a unified voice.

The Importance of Clear Tourism Communication

Speaking at the forum, Veleva stressed that, at the start of each tourist season, it is crucial to examine how Bulgaria is presented in both traditional and online media. Effective communication about Bulgaria’s tourism offerings, she argued, is essential for attracting tourists to the country. The CEM’s role includes monitoring both traditional and digital media channels to ensure that content about Bulgaria’s tourism destinations is both positive and accurate.

Veleva noted that media play a vital role in shaping the image of Bulgaria abroad and contributing to its tourism sector’s growth. She called for more positive content about the country’s tourist destinations, particularly through the use of social media influencers, who are increasingly becoming an essential part of modern marketing strategies. This can help present Bulgaria as a desirable destination in a competitive global tourism market.

Addressing the Issue of Disinformation Campaigns

One of the key concerns raised by Veleva was the issue of disinformation campaigns that harm Bulgaria’s image and tourism industry. She highlighted the negative impact that coordinated efforts aimed at undermining the country’s reputation can have on attracting international tourists. Disinformation can deter potential visitors from choosing Bulgaria as a holiday destination, undermining efforts to showcase the country’s cultural, historical, and natural wonders.

However, Veleva also acknowledged the positive efforts made by the current government to combat such disinformation and promote Bulgaria’s strengths. For example, the government has worked on positioning Bulgaria within the culinary tourism sector, showcasing the country’s rich and diverse food culture. Veleva suggested that for such initiatives to succeed, it is essential for all stakeholders to work together in a coordinated, unified, and sustainable manner.

Building a Unified Tourism Message for Bulgaria

Veleva stressed the importance of having a clear and consistent tourism message that can be communicated effectively to the world. “If we have unified, targeted, and sustainable efforts, Bulgaria can showcase its wonderful people, nature, culture, and hospitality,” she said. By working together, both government and industry representatives can ensure that Bulgaria’s true potential as a global tourism destination is recognized.

One of the major aims is to create a cohesive brand for Bulgaria’s tourism that highlights its unique qualities. With the ongoing efforts to improve the country’s tourism infrastructure, enhance the visitor experience, and address challenges like disinformation, Bulgaria can build a stronger reputation as a top European destination for travelers seeking culture, adventure, and relaxation.

A Key Role for the Media in Promoting Bulgaria’s Tourism

The media has a significant role to play in supporting the government’s efforts to enhance the tourism sector. In particular, Veleva encouraged media outlets to provide a platform for meaningful discussions about tourism issues, such as accessibility to Bulgaria’s mountains and the importance of health tourism. While there have been occasional controversies regarding accessibility to ski resorts and mountain destinations, it is crucial that these issues are handled with care and responsibility in the media.

BTA Director General Kiril Valchev, who opened the forum, echoed Veleva’s sentiments, emphasizing the need for the media to focus on prevention and positive messaging. He stated that discussions about tourism should avoid sensationalism and instead focus on the actual steps taken to address challenges and promote Bulgaria’s many tourism assets.

Key Figures in Bulgaria’s Tourism Development

The forum, which is part of BTA’s initiative to hold biannual meetings before the summer and winter tourist seasons, gathered important figures from both government and the tourism sector. Attendees included Minister of Youth and Sports Ivan Peshev, Minister of Tourism Miroslav Borshosh, and members of the Bulgarian Parliament’s Tourism Committee. Additionally, representatives from the tourism business, non-governmental organizations, and educational institutions in the field of tourism were present.

In line with the forum’s goals, participants discussed how to create synergies between public and private sectors to support tourism development. The cooperation between state institutions, tourism businesses, and local authorities is essential for tackling the issues that Bulgaria’s tourism industry faces and for implementing strategies that drive growth.

The Role of Local Communities and Tourism Professionals

Veleva also underscored the importance of community involvement in tourism. Local communities should be empowered to participate in tourism development, ensuring that the benefits of tourism are felt by the people who live and work in tourist areas. Collaboration between local authorities, tourism businesses, and media outlets will help ensure that Bulgaria’s tourism industry remains dynamic, inclusive, and sustainable.

By promoting local heritage, strengthening the country’s appeal as a family-friendly destination, and continuing to invest in tourism infrastructure, Bulgaria can attract a broader range of international tourists. This, in turn, will contribute to the overall growth of the tourism sector and help reduce the seasonal dependency of Bulgaria’s resorts.

A Bright Future for Bulgaria’s Tourism

At this crucial moment in the development of Bulgaria‘s tourism sector, the efforts debated during the BG TOURISM – WINTER 2025/2026 forum shape the country’s future as one of the leading destinations in Europe. By continuing to build collaboration, create clear, positive messaging, and further investment in infrastructure and marketing, Bulgaria is positioned to continue to thrive in the global tourism marketplace. The country has immense potential to become a year-round destination for leisure and business tourism, and with an adequate approach, the country will remain appealing to visitors worldwide and will further seal its position among the best destinations in Europe.