The main paradox in the "Tourism" sector in Bulgaria is the discrepancy between the large scale of the business and the severely limited state resources for training personnel, commented for BTA Prof. Dr. Mariana Yaneva, Head of the "Tourism Economics" department at the University of National and World Economy (UNWE), contacted in connection with the upcoming summer season and the staff deficit in the country. According to Yaneva, the problem could be solved through joint work between the state and the business to transform Bulgaria into a four-season destination, which would make the profession more stable and attractive to local specialists. Prof. Yaneva pointed out that the existing six to seven universities with tourism specializations in the country cannot meet the needs of the thousands of tourist sites due to the low admission quotas. She noted that the number of places for state order at UNWE has decreased from 200 in the early nineties to only 30-40 people annually, which limits the training of new specialists.
The education at UNWE is in the "Economics" field, and not narrowly specialized "Tourism", which gives students a broader foundation in marketing, management, and macro and microeconomics, Prof. Yaneva pointed out. She emphasized that the university annually accepts between 30 and 40 people for state order for bachelors, with the total number of registered students being around 100. For masters, the capacity is around 20 people for distance learning and 15 for full-time education only in a paid form of education. The head of the "Tourism Economics" department at UNWE pointed out that between 1030 and 1500 students from other 35 specializations indicate "International Tourism" as an elective subject, which allows them to realize themselves in the sector as marketers, macroeconomists, financiers, accountants, and others. The motivation of young people Prof. Yaneva highlighted among the attractive aspects of the profession for young people the fact that the "Tourism" sector is perceived as attractive because of working in an aesthetic environment (hotels) and communicating with people who are in a good mood. The profession offers opportunities for travel and new experiences, avoiding the routine of pure administrative work with numbers and documents. She pointed out that about 10 percent of the students at UNWE work abroad - mainly in the summer through programs like Work and Travel, but emphasized that 95 percent of graduates are employed in the Bulgarian market. Young professionals in Bulgaria are looking for year-round work, not seasonal work for 2-3 months, the scientist also commented. Prof. Yaneva said that the curriculum topics in the field are updated annually with information from the current business environment, which is an additional stimulus for students. Separately, the department holds monthly business forums and gives real case studies to students to prepare them for practice. Overall, students at UNWE receive fundamental economic knowledge - marketing, management, finance, which makes them adaptable to different roles in the industry.
Digital transformation as a response to the lack of staff A solution to the problem of the critical staff shortage, caused by the limited state admission, is through the transformation of the university into a "digital media platform", through which knowledge becomes accessible to thousands of students from other specializations and external audience through "YouTube" channels and online libraries. In this way, education will go beyond the framework of the physical audience and will reach a wide range of potential staff who can realize themselves in the industry, commented Prof. Yaneva. Practical training in real time According to the expert, the gap between theory and practice in tourism can be overcome by integrating discussion business forums and expert podcasts into the educational process. The recordings of these events become the basis for real case studies and analyses, which allows students to be trained on current market situations, rather than outdated models. This is a direct response to the need of the business for staff who are prepared for the dynamic reality, and not only theoretically informed, the expert believes. The new profile of the tourism specialist Since tourism is defined as a business "from people for people", the development of communication skills becomes critically important, Prof. Yaneva pointed out. In the new educational model, exceptional emphasis is placed on rhetoric, oratory, and confident behavior in front of an audience and a camera. In a world of digital visibility, these skills are key to the professional realization of any specialist, who must be recognizable and communicative in the digital environment, the expert commented. Evolution of mentorship and the ecosystem According to Prof. Yaneva, the role of the teacher changes from the sole source of information to a mentor and navigator, who builds logic and decision-making skills in a real environment. This change is vital for the sector, as it helps young people to move towards more sustainable models, such as year-round four-season tourism, instead of being limited to short-term seasonal employment, the scientist pointed out and added that the university is becoming an ecosystem that combines education and publicity, preparing staff for a more modern and dynamic Bulgarian tourism. Overall, according to the scientist, the university of the future is no longer just a place to pass on knowledge, but a complex ecosystem, combining education, communication, and publicity. This vision is already a reality in the "Tourism Economics" department at UNWE, Prof. Yaneva added. Lack of staff Prof. Yaneva said that in Bulgaria there is a huge shortage of staff due to the large number of registered sites - over 4000 tour operators and many hotels, while the universities that train staff for the sector can be counted on the fingers of one hand. According to the expert, the import of staff from third countries is absolutely necessary for the summer season. At the same time, Prof. Yaneva noted that despite the proposals to parliament to ease visa procedures and encourage the education of foreigners in Bulgaria, the adopted legal changes are "simple" and insufficiently substantive. Recommendations to the state, the legislature, and higher education institutions According to Prof. Yaneva, to improve the staff situation in the sector, it is necessary for the state to seriously rethink the admission quotas in universities. The state should also adopt real relaxations for the visa regime, which will allow foreign staff to study and work legally in Bulgaria for a period of 4-5 years. Overall, the government should recognize tourism as a strategic priority not only in words, but also by financially stimulating specialized economic education. The business should work actively on the concept of "four seasons" and rebranding the destination, Prof. Yaneva believes. According to her, this is the only way to attract quality Bulgarian staff who are looking for stability. Employers should strengthen their partnerships with universities to provide students with practical case studies and a real working environment during their studies. Since young people are attracted by the "aesthetic environment" and positive communication, maintaining high standards in the sites is key to retaining staff, the expert noted. According to Prof. Yaneva, universities should continue to train staff with a broad economic foundation, so that graduates can be useful in different niches of the tourism business. Curriculum topics should be updated annually to reflect the dynamic changes in the industry, rather than relying on outdated theoretical frameworks.