Pomorie, on the Black Sea
Bulgaria should market the coming summer as a clean, high-quality escape under the slogan Bulgaria – Pure Holiday, BTA Director General Kiril Valchev told the seventh BG Tourism – Summer 2025 forum at the Grand Hotel Pomorie on Sunday.
The twice-yearly gathering brought together ministers, MPs, mayors, business leaders, academics and national media to agree the season’s message and tackle disinformation that harms the country’s image.
Speakers backed a shift from “budget break” to “quality experience”, called for a single Brand Bulgaria authority under the Council of Ministers, and urged frank, fact-based coverage from journalists. Clean beaches, bio food, spa assets and courteous service were highlighted as Bulgaria’s competitive edge, while stronger public–private partnerships and better data on service standards emerged as priorities.
Valchev reminded delegates that 30 beaches and marinas now carry the 2024 Blue Flag. “BTA presents each of the thirty Bulgarian beaches and marinas distinguished with the Blue Flag by the programme’s international jury in Copenhagen,” he said.
“There are no bad questions, only bad answers or, worse still, no answer at all,” he added, urging businesses to stay open to reporters.
Ilin Dimitrov, Secretary to the President for Education, Culture and Tourism, warned that Bulgaria is no longer a bargain destination.
“The tourists are changing – French, Italians are coming and working in our hotels. This means that our product has to change too, and we cannot continue to position ourselves as a low-budget option,” Dimitrov said.
He noted the lack of tools to gauge standards: “Accessibility, connectivity, infrastructure, vision, medical care, staff training – they all have to be monitored in sync.”
Deputy Tourism Minister Pavlin Petrov said the season was opened “loud, carefree and joyful”, wishing the industry “many guests who leave happy and with a smile”. His colleague Irena Georgieva pledged to show that “Bulgaria can be a clean, safe place that offers experiences that remain in the heart”.
Executive Director of the National Tourism Board Polina Karastoyanova said the sector needs stronger leadership, clear goals and a better-resourced ministry to become Bulgaria’s “economic diplomacy”.
“The ministry needs to act with the weight that the Ministry of Foreign Affairs has,” Karastoyanova said, adding that the industry requires “united efforts, a clear focus and institutional support”.
Parliamentary Tourism Committee Chair Taner Ali praised cross-party unity: “Tourism does not divide Bulgaria into political groups.” He urged the revival of school camps as an early form of domestic travel.
On branding, National Tourism Board Deputy Chair Martin Zahariev pressed for a Council of Ministers directorate to coordinate every ministry that promotes Bulgaria abroad.
“We need an agency to coordinate all ministries that promote the country beyond Kalotina with uniform standards,” he said.
Private enterprise drives the sector, Dinevi Group representative Daniela Dineva argued.
“Without private business there is no topic of tourism,” she said, calling it “respect and appreciation” to name companies behind major cultural or sporting events.
Sunny Beach CEO Sonia Enilova stressed that “if a thread is broken, the product loses its quality”, citing new CCTV and parking as the resort adapts to more independent travellers.
Media leaders called for greater sector expertise. Bulgarian National Television board member Anton Andonov backed specialist seminars so journalists avoid “strange interpretations”, while Bulgarian National Radio Director General Milen Mitev urged reporters to name places and brands when the aim is to inform.
“I call for more courage—we have a duty to present information in its entirety when it is in the public interest,” Mitev said, proposing a public-media travel data map.
BTV News Editor-in-Chief Asen Ivanov saw rising standards: “Bulgarians have money for a higher service and if they get it once, they will forget the long way to the Greek resorts.”
Pomorie Mayor Ivan Aleksiev asked for balanced coverage: “Let’s not embarrass ourselves in front of foreigners!” and urged: “Even when they have rain or fires, their season is always sunny and cloudless – at least in their presentation to the world. Let’s start thinking that way too.”
