Bulgaria must invest in young people to build a tourism industry that lasts, tourism minister Ilin Dimitrov told the high-level Tourism Ministers' Summit in London. Bulgaria used the event to present a new association of universities that train staff for tourism, the Ministry of Tourism said. The country is also developing the idea of a National Observatory for Quality in Tourism.

The summit, now in its 20th year, is part of the World Travel Market London 2026 trade fair, which opened yesterday. It is organised by the UN World Tourism Organization and the World Travel & Tourism Council. Ministers, people from international institutions and the tourism business attended.

The main theme was how to build tourism that can withstand global crises and fast economic change. Dimitrov spoke mostly about education, and about letting young people take a direct part when the rules for tourism are written. He said education will drive change.

"They are the innovators in tourism and digital leaders already today. Our task is to help them change the sector," the minister said.

The new association aims to bring together universities, research bodies, tourism firms and state institutions from different countries. The observatory is meant to measure results in the sector more accurately, so that decisions are based on objective data.

The ministry said this matches one of the summit's themes. Speakers there say tourism should be judged not only by visitor numbers and income, but also by how it affects local people and the quality of services.

"Real progress is when tourism leaves destinations in a better state. That takes knowledge and results we can measure," Dimitrov said.

He invited the students, young scientists, entrepreneurs and experts in the room to join the Bulgarian initiative with their own ideas and projects. The minister said destinations are competing ever harder for tourists, and Bulgaria is active where people choose where to travel and where deals are signed.

Dimitrov's appearance at the summit is part of Bulgaria's programme at the fair. The country wants to build more international partnerships and have a bigger say in future rules for world tourism.

At the fair itself, Bulgaria has a stand of nearly 400 sq m, open to tourism firms, international organisations and institutions from around the world.