There is snow, but will there be tourists? This question hovers over Bulgarian ski resorts as winter is in full swing. But is good snowfall enough to compensate for rising prices and the lack of a long-term vision? We spoke with Dimitar Popov, founder of Penguin Travel, on the "In Development" show on Bloomberg TV Bulgaria, hosted by Georgi Mesrobovich, to find out what is really happening in winter tourism.

Price battle with the Alps

In a word – worrying. According to Popov, prices in local resorts are rising at an astonishing rate. This is already reducing Bulgaria's lead as a budget destination. "The pace of price increases here is much higher and the difference with the Alps is now minimal," he notes. For comparison, if a lift pass in Italy costs between 64 and 70 euros, in Bansko the figure reaches 59 euros. Which, as Popov points out, makes tourists assess the quality of the service in relation to the price.

Lost opportunities and lack of vision

But are prices the only problem? Not at all. Popov emphasizes that Bulgaria continues to ignore the opportunities offered by other forms of tourism, outside of the traditional winter and summer seasons. While Slovenia thrives in the summer, we lack a clear strategy for development during the remaining months of the year. Excessive construction in the resorts further complicates the situation, leading to a loss of authenticity and difficulties in offering a quality tourism product.

Changes in the market and the influence of technology

Markets are reorganizing, and interest from neighboring Greece and Turkey remains stable. At the same time, there is an increased interest from Serbia and Romania in alternative destinations in Austria and other European resorts. Another key factor is transportation. Tourists with their own cars, in the absence of snow, easily cancel their reservations, while charter flights provide greater security for reservations.

But what's next? Technologies and artificial intelligence are entering the field of tourism. Popov predicts that AI will change tour operator activities by automating the booking process. This may complicate traditional consulting services offered by tour operators, as customers will be able to find information and make reservations themselves. Specialized services will be the ones that will have a future, according to Popov.

The shortage of staff and the challenges of spring

The shortage of qualified staff remains a critical problem that can only be resolved by easing the procedures for issuing work visas. Preparation for the spring-summer season has already begun, but the prospects look bleak. Popov warns of a drop of about 30% in the German market, which could prove to be a "catastrophe" for some hoteliers. The lack of a long-term vision for the development of tourism in Bulgaria is among the main reasons for the worsening situation.

Why are these trends so worrying? Is Bulgarian tourism at a crossroads? Will it be able to adapt to changes in prices, markets and technologies? And what future awaits the sector if urgent measures are not taken? Questions that remain open, but the answers to which will determine the fate of winter resorts and tourism as a whole.