Sofia, [date] (BTA) - The Council of Ministers plans to introduce a new law for creating a national fund "Bulgaria Today and Tomorrow", which will manage the strategic process of building and establishing a unified brand for the country. The draft law is included in the cabinet's legislative program for the period July - December 2025, adopted last week, according to a reference in the Legal Information System of the Council of Ministers.
The initiative, proposed by the Ministry of Tourism, aims to create a centralized structure that will coordinate and implement all actions related to improving Bulgaria's image at an international level. The fund will function as the legal, budgetary, and organizational core of these efforts.
Main objectives of the law
- Developing and implementing a unified concept for presenting the country abroad
- Ensuring a stable financial framework through various sources
- Creating a supervisory board
- Appointing an executive director
- Establishing regional and foreign offices
The law is expected to address the existing problem of fragmented initiatives for promoting Bulgaria in various areas such as culture, science, tourism, investments, and sports, which have so far failed to create a unified and consistent "brand" for the country. The centralized public unit will unite the efforts of various departments and stakeholders under one coordinated strategy.
The idea for such an initiative is not new. In early June, during the "BG Tourism - Summer 2025" forum in Pomorie, Martin Zahariev, Deputy Chairman of the Management Board of the National Tourism Board, emphasized the need to create a specialized directorate under the Council of Ministers to deal with Brand Bulgaria.
The topic of "Brand Bulgaria" cannot be resolved in any other way except through subordination and imperatively from the Council of Ministers, with a political decision and a person - a deputy prime minister, who will manage the process with or without a portfolio
Experts in the field of marketing and tourism welcome the initiative but emphasize that its success will depend on effective cooperation between different sectors and consistent implementation of the strategy in the long term. The draft law is expected to be submitted for discussion in parliament by the end of the year, hoping to receive broad support from all political parties.
Creating a strong national brand is considered a key factor in attracting foreign investments, increasing tourist flow, and improving the country's international prestige. Similar initiatives have been successfully implemented in several European countries, such as Estonia and Slovenia, which have achieved significant results in building a positive image and increasing their competitiveness in the global market.