The Bulgarian News Agency (BTA) has organized the “BG TOURISM” forums eight times, held twice yearly at the start of the summer and winter tourist seasons. These gatherings bring together state and municipal officials, tourism industry representatives, NGOs, academics, and experts to discuss media messaging for Bulgaria’s upcoming tourism season. The National Tourism Board also participates, and BTA has maintained partnerships with the Board and major tourism NGOs for the past five years, BTA Director General Kiril Valchev said at the “Culture. Tourism. Communications”, organized by the National Board of Tourism and held at the University of Library Studies and Information Technologies (UniBIT) here on Tuesday.

“At these forums, we jointly identify key messaging points for Bulgaria’s tourism promotion in the coming season,” Valchev explained. He announced that the next forum will take place on May 11 at the Sts. Konstantin and Helena resort complex, ahead of Bulgaria hosting the European SPA Association’s annual congress.

Over the past five years, three primary themes have emerged as strong tourism messages from Bulgaria. First is guaranteeing a safe vacation, a priority this year amid conflicts in the Middle East and Ukraine. Valchev emphasized that politicians must ensure stability and security – key for tourism anywhere – and noted examples of countries that remain attractive to visitors despite protests or unrest, thanks to their democratic freedoms.

At the first forum in Varna in summer 2022, held amid the COVID-19 pandemic and the war in Ukraine, participants agreed on the unifying message: “Bulgaria is safe.” Valchev highlighted advantages such as free travel within the EU and Bulgaria’s adoption of the euro, while noting that messaging should be tailored for different international audiences, including neighboring countries with visa-free access versus countries requiring a visa.

The second key message focuses on natural conditions and cultural experiences. During the 2023/2024 winter forum in Samokov, organizers countered European competitors’ claims of insufficient snow in Bulgaria with the message: “Bulgaria – there is snow!” Similarly, the Albena summer forum in 2024 emphasized accurate weather reporting, with the theme: “Bulgaria – warm, but not hot,” highlighting comfortable temperatures compared to southern European countries experiencing extreme heat. At the Banya forum in Razlog, the 2024 message emphasized year-round, diverse tourism: “Bulgaria – Ski, Sun & SPA.”

The third message highlights Bulgaria’s unique health and wellness resources. By promoting balneotherapy, SPA, climate, and medical tourism, Bulgaria showcases its natural mineral and thermal waters alongside its mountains, coastline, and cultural heritage. The country has over 550 thermal and mineral water deposits, 1,600 springs with a combined flow of 4,900 liters per second, ranking first in continental Europe and second in Europe after Iceland. Bulgaria also offers proven climatotherapy sites such as Sandanski, Tryavna, Sveti Vlas, and Chepelare, along with 354 km of Black Sea coastline and six lakes with therapeutic mud and salt.

Cultural tourism is promoted systematically through BTA’s specialized editorial office and the “LIK” knowledge and culture news service, created in 2021 and named after BTA’s iconic magazine first published in 1965. Issues are also published in English, German, and French, including a 90th-anniversary issue dedicated to Christo and Jeanne-Claude. BTA distributes these news items to more than 50 partner news agencies worldwide.

Valchev also highlighted BTA’s rich archival resources, including over 5 million paper pages and an equal number of digital records over 25 years. Notably, BTA archives include the May 3, 2006, announcement of the National Tourism Board’s founding.

Valchev concluded by calling for reflection on the legacy of current generations and the development of new symbolic cultural landmarks – such as a modern concert hall, expanded National Library, or consolidated cultural complex, that will leave a lasting impression for both Bulgarians and international tourists.