Primorsko and Strandzha are building a new brand for health and energy tourism

"Solar health," mysticism, and the energy of the land were in the focus of the traditional South Black Sea Forum, which the "Tourism Economics" department at UNWE holds annually in June at various locations. "The idea is to broaden our consciousness through ideas and theses that develop the Bulgarian Black Sea coast over a wider season, by adding value to its promotion through positive messages," emphasized Prof. Dr. Mariana Yaneva, head of the "Tourism Economics" department, at the opening.

This year, the hosts of the forum were Primorsko Municipality and the 4-star "Siena Palace" hotel. The event united representatives of academia, local government, the tourism business, non-governmental organizations, and media around the concept of a sustainable tourism model based on health, nature, cultural heritage, and innovation.

Prof. Yaneva presented a vision for "Brand Bulgaria" and for the positioning of Primorsko and Strandzha as a destination for marine health, wellness, and energy tourism. Emphasis was placed on the unique combination of natural, climatic, cultural, and anthropogenic resources, as well as on natural energy phenomena. "It is extremely important that natural resources be announced not only as seasonal, but as health and wellness resources, with key messages of sun, sand, sea, the Ropotamo River, climate, rocky energy sites, and Strandzha. We are placing an emphasis on energy tourism because every natural resource carries energy and supports the balance between body, mind, and spirit," she added.

According to Prof. Yaneva, energy tourism is part of Eastern wellness culture, for which global interest is growing. On this basis, for Primorsko Municipality, combining health tourism with the mystical Strandzha appears to be extremely suitable and promising.

Special attention was paid to the climatic advantages of the Southern Black Sea coast. Zlati Kovacheva and Valentin Atanasov from the "Rafael – Info, Culture and Tourism" Association and the Bulgarian Association for Climatotherapy and Health Tourism (BAKZT) presented the region's potential for climatotherapy and recreation.

"It is necessary to have more such discussion forums, which gather people who think, analyze, and look for a common vision and paths for the development of Bulgarian tourism. The climate and the balneological properties of water and plants are among the first means by which people treated themselves. We must rediscover these natural riches, which we have forgotten over the years," commented Valentin Atanasov.

BAKZT has been working for years on "restarting" knowledge about Bulgarian lands and their natural riches and has established that Primorsko is among the municipalities with the highest number of declared climatic resorts. The Association insists that local authorities inform residents and guests more actively about the climatic resorts, mark more clearly where they are located, and what advantages they offer. "Signposts are very important because they provoke the search for information, but they are only part of the overall policy of the municipalities to position themselves through the resources of climatic resorts and the opportunities for climate tourism," pointed out Zlati Kovacheva.

According to her, it is necessary to analyze the sources of historical memory and public knowledge that can provide information about places with climatotherapeutic properties, which are not yet officially declared as climatic resorts but have high potential.

Assoc. Prof. Dr. Asya Pandzherova, a lecturer in the "Tourism Economics" department and co-founder of the hotel management company "Hotels and Dreams," presented the "Solar Health" concept in the context of developing the Southern Black Sea as a four-season destination with a focus on health, energy, and mystical tourism. The presented integrated management model highlighted the need for coordinated actions between all stakeholders for the development of the region.

"Creating an integrated management model for the South Black Sea region requires a certain type of transition from mass seaside tourism to a year-round destination based on a quality tourism product. Creating it requires uniting the efforts of both local government and business organizations with a focus on achieving common marketing and applying digital innovations," emphasized Assoc. Prof. Pandzherova.

According to her, effective management of this model rests on several main pillars: creating a unified brand strategy, a common events calendar, advertising campaigns under the umbrella of the national brand, thematic positioning according to specialized types of tourism that attract guests outside the active summer season, as well as investments in smart infrastructure and connectivity.

The opportunities for the development of "Brand Primorsko" and mystical Strandzha by combining traditional marine tourism and energy wellness tourism were analyzed by Assoc. Prof. Dr. Svetoslav Kaleychev. He placed emphasis on the prospects for successful branding oriented toward the new needs of tourists who are seeking health, relaxation, and spiritual experiences.

"The Primorsko region is one of the best areas for marine tourism in Bulgaria, which I also give as an example to my students. When we talk about brand Primorsko, that is the association in the tourists' minds, but it is important to analyze exactly what they are looking for and what they share about their experiences in Primorsko, what attracts them, and what they expect to receive in the destination," commented Assoc. Prof. Kaleychev.

His analysis of online tourist reviews shows that positive opinions about Primorsko are around 85%, neutral – nearly 10%, and negative – only 5%. Guests are most satisfied with the beaches and cleanliness, the good "price–quality" ratio, the calm family atmosphere, the improved infrastructure, and the cultural and sports events. The reasons for choosing the destination even outside the classic "sea" factor are the element of mysticism, interest in traditions, legends and culture, the feeling of positive energy, and preserved nature.

According to Prof. Yaneva, these advantages can clearly distinguish Primorsko and the region from competitors with similar tourism offerings, add value to the brand, and form a recognizable regional tourism product.

Assoc. Prof. Dr. Irena Emilova, head of the "Tourism" section at New Bulgarian University, presented a concept for tourist experiences in Primorsko and mystical Strandzha, built upon combining the sea, health, energy, mysticism, and wellness into a single product with high added value.

"Tourists are already looking for their well-being through the prism of experiences, and locations such as 'Begliktash' allow for connecting with mysticism, symbolism, and Bulgarian history. This transforms the region into a product that has no competition and cannot be copied," stated Assoc. Prof. Emilova. According to her, tourists have long been past the three S formula (sun, sea, sand) – they are looking for meaning and personal transformation.

"We travel to discover new parts of ourselves, to get to know ourselves better," she emphasized. According to her, the Southern Black Sea can be positioned exactly in this way – through health programs, nature trails, wellness, and retreat products, and businesses can combine their offers to meet the new demands of tourists.

The local government in Primorsko clearly realizes these advantages and is working purposefully for the development of the tourism product. "Primorsko is a paradise with a unique combination of clean seawater, water vapor, and fresh mountain air from Strandzha. In all our actions taken as an administration and municipal council, we strive to build upon everything done over the years so that we can turn Primorsko into a desired destination for recreation for both local and foreign tourists," stated Zlatina Tyulieva, Chairperson of the Primorsko Municipal Council.

She pointed out as an example significant infrastructure projects – the construction of the inner road between Primorsko and Kiten, the southern coastal promenade, as well as the long-awaited project for a modern port in Primorsko, whose construction activities should begin in the autumn. "This will contribute to the development of the entire region and the destinations within it, as it will provide an opportunity for attracting and the arrival of a higher class of tourists. By placing tourism as the main priority in our work, we will achieve the desired results and successes," she added.

"The efforts of the local government have established Primorsko as one of the most desired destinations in recent years for both Bulgarians and foreigners, and work is being done on many initiatives to extend the season. Besides the wonderful coastline and clean seawater, tourists can also enjoy a rich cultural, sports, and events program," emphasized Zhuliyana Ivanova, Director of the "Culture, Education and Sport" department at Primorsko Municipality.

As an example, she gave the annual "Prim Fest," which is becoming a highly recognizable brand both among the audience and the performers, who participate with great desire. Bulgarian tourists are increasingly making their reservations with the festival's program in mind.

The increasing attractiveness of Primorsko in recent years was also confirmed by Martin Marinov, Marketing and Sales Manager at the "Siena Palace" hotel. The company he represents manages three hotels along the Black Sea – in Sozopol, Primorsko, and Lozenets, and has a direct view of tourist flow and seasonal demand.

"In the last four seasons, Primorsko has had a tangible increase in tourists compared to other destinations where we observe rather stable demand. The results we see are also the fruit of the work of Primorsko municipality and the efforts made in recent years. "Prim Fest" and the "Lion Heart" triathlon have a major effect," explained the manager.

He predicted even better results against the backdrop of the great potential in the sphere of cycling. For the second consecutive year, the Tour of Bulgaria is passing through Primorsko, and cyclists are a high-class type of tourist who look for quality accommodation and service, but also good infrastructure and beautiful nature.

Valeri Paunov, regional representative of the tour operator "Chedok," emphasized the role of tour operators in promoting the Southern Black Sea by integrating health tourism, hospitality, and the new preferences of tourists. He noted that we still find it difficult to exit the "sea–lodging–main street" cliché, as there is a lack of conditions for additional tourist activities.

"We lack an eco-trail to Maslen Nos, with its beautiful rocks and fjords. The Ropotamo riverbed could also be a route for an eco-trail, which could be improved with places for recreation, picnics, and rest, and these opportunities could be advertised and presented to residents and guests. Tourists in Primorsko are offered excursions to Sozopol and Nessebar, yet there are so many nice places in the region that can hold the attention of tourists," emphasized Mr. Paunov.

He gave an example with the different interests of tourists – Czech guests do not show much attention to "Begliktash," while German ones are significantly more intrigued by nature, traditions, and mysticism.

Chief Assistant Dr. Ralitsa Georgieva presented a marketing model for the lifecycle of the development of the Primorsko destination, which can serve as a starting point for choosing suitable management models. "According to various indicators, Primorsko can be placed in the consolidation phase, which is characterized by slower growth and a high number of visitors. At this stage, the destination is strongly dependent on the tour operator–local government–media integration model," she noted.

According to Dr. Georgieva, it is important to define the limits of growth so that business development does not cause dissatisfaction among the local community and does not lead to a loss of local charm and identity.

The topic of national and regional identity was expanded upon by Prof. Dr. Tanya Parusheva, who emphasized the importance of the material and intangible cultural heritage of Primorsko and Strandzha as the basis for an authentic tourism product. She highlighted sites and events of high interest to tourists – the Historical Museum, Arkutino, "Begliktash," the Ropotamo River, "Prim Fest," the International Folklore Festival in Primorsko, etc.

PhD student Stanko Shterev, a representative of the Bulgarian Tourism Association, presented the possibilities for tourist interpretation of the mystical traditions and rituals of the ancient Thracians as a factor for the development of cultural tourism and for strengthening national and regional identity.

Chief Assistant Dr. Nikola Gaydarov outlined the role of transport connectivity for the development of the Southern Black Sea. He presented results from a series of international connectivity forums in Burgas and emphasized the importance of air, land, water, and cruise transport for extending the season and attracting new markets.

The topic of institutional synergy and sustainable tourism was developed by Chief Assistant Dr. Veronika Denizova and Assistant Dr. Tihomir Draganov. At the center of the discussion was an integrated destination management model that unites local government, business, nature parks, tourists, and the academic community.

The importance of international quality and sustainability standards was emphasized, including the "Blue Flag" program – a bright example of successful partnership between institutions and the tourism sector. "The initiative for sustainability often comes from hoteliers, but it is necessary for local authorities to work more actively with small and medium-sized businesses so that they are not left on the periphery. These businesses have an exceptional role; they can complement the image of the destination and diversify the offering," noted Dr. Draganov.

The forum concluded with a visit to the Thracian sanctuary "Begliktash," whose mysticism and legends attract thousands of Bulgarian and foreign tourists every year.