The Bulgarian tourism sector is going through a key moment of transformation, driven by membership in the Eurozone and Schengen. Experts from the "Economics of Tourism" department at UNWE – Prof. Dr. Elenita Velikova and Assoc. Prof. Dr. Svetoslav Kaleichev, share their views on the development of the sector.
Benefits of the Eurozone and Schengen
Joining the Eurozone will increase confidence in Bulgaria as a tourist destination, reducing transaction costs for foreign tourists. The benefits for outbound tourism include easier planning and price transparency. Membership in Schengen is already showing growth in short-term travel, especially from neighboring countries, with potential economic benefits of over 1.3 billion BGN annually.
Prices for the summer and challenges
Expectations are for a 5-12% increase in prices in seaside hotels due to factors such as contracts with tour operators and unpredictable inflation. Key challenges facing the sector include the quality of services, competition, and climate change. With the introduction of the euro, tourists will compare prices more easily, which puts a focus on personalized service and quality products.
Brand "Bulgaria" and wellness tourism
The Therme Rose Bulgaricum concept, developed by UNWE, combines thermal waters, authentic products, and cultural symbolism to establish Bulgaria as a year-round destination for health and well-being. Experts emphasize the importance of aggressively promoting Bulgarian symbols (bagpipes, yogurt) at the international level.
AI, climate change, and the attitudes of Bulgarians
The attitudes of Bulgarians are rationalizing, seeking a better price-quality ratio. Artificial intelligence (AI) is playing an increasing role in travel planning, especially for shorter vacations, stimulating travel in the intermediate seasons. Mountain resorts must rethink their offerings, focusing on event and wellness tourism, while seaside resorts must offer a variety of services during more frequent rainy days.