Bulgaria is preparing to take a significant step forward in its economic development with the upcoming adoption of the euro. Experts and local government representatives unanimously agree that this move will bring numerous benefits to the country's tourism sector. This became clear during the discussion "The Euro, Environment, and Sustainable Tourism: New Horizons in a Common Currency", organized by the Ministry of Environment and Water (MOEW).
The Mayor of Kyustendil, Ognyan Atanasov, emphasized the need for a more aggressive advertising strategy at the international level. "The state must invest in strong advertising and target foreign countries", he said, expressing the opinion that Bulgaria is still not well-represented abroad. Atanasov expects a significant increase in tourist flow after the introduction of the euro, as this will make our country "a more predictable partner".
According to the mayor, Kyustendil possesses a unique combination of natural and cultural attractions that deserve more attention. "How many places can combine hot mineral water, certified with a balneological assessment by the Ministry of Health, which have ski slopes near the city and sites with thousands of years of history, with delicious food and a strong cultural program", Atanasov asked rhetorically, highlighting the region's potential.
Marin Kirov, Mayor of Tsarevo, emphasized the need for infrastructure investments. "There should be no misleading advertising, but investments in road connectivity, treatment plants, healthcare", he said. Kirov shared that there is already increased interest from foreign investors, citing as an example a Korean investor planning to build a multi-specialty hospital in the municipality.
Tsarevo, with over 60 km of coastline and 23 beaches, including protected areas such as Silistar, aims to attract tourists seeking ecological and nature-friendly recreation. Kirov noted the growing interest in camping but emphasized the need for this to happen in well-organized places.
Ivaylo Ivanov, Deputy Mayor of Panagyurishte, expressed optimism about the municipality's potential after joining the eurozone. He emphasized that the local government is actively working to attract foreign tourists by initiating meetings with ambassadors.
Lyuba Zheleva, Director of the "Tourism and European Funds and Programs" department in Primorsko municipality, noted the need for more active advertising in international markets. She assured that the municipality is constantly working to protect the environment and expressed hope for infrastructure improvements.
Polina Karastoyanova, Executive Director of the National Tourism Board, emphasized the importance of Bulgaria's full membership in the eurozone. "After January 2026, Bulgaria will be among the advanced European countries", she stated. Karastoyanova highlighted the growing global trend towards ecotourism and the offering of organic foods in the context of the philosophy of longevity.
The discussion was opened by the Deputy Minister of Environment and Water, Atanas Kostadinov, and was attended by the Deputy Minister of Tourism, Irena Georgieva, and the Deputy Minister of Finance, Metodi Metodiev.
The adoption of the euro is shaping up to be a key moment for Bulgarian tourism, promising not only economic benefits but also an opportunity for stronger positioning of the country as an attractive tourist destination on the international scene.