Bulgaria Urged to Diversify and Digitalize Tourism Sector Amid Regional Competition

Sofia, The Gulf Observer: Despite its rich natural and cultural assets, Bulgaria continues to lag behind regional neighbors in achieving dynamic growth in tourism, warned Dimitar Popov, representative of Penguin Travel, in a recent statement highlighting key challenges and missed opportunities in the sector.

Popov attributed this stagnation to the country’s overreliance on traditional tourism models—namely urban getaways, seaside holidays, and ski resorts—while neglecting alternative tourism avenues such as hiking, cycling, cultural, and wine tourism, which are increasingly sought after by global travelers.

“Bulgaria has yet to market its full range of tourism products effectively,” Popov stated. “We are not positioning ourselves internationally as a destination for outdoor adventure, authentic rural experiences, or eco-conscious travel.”

He underscored the need for diverse and innovative promotional strategies that go beyond the typical focus on coastal resorts. Despite having abundant natural parks, mountain trails, cultural heritage sites, and vineyards, these assets remain underutilized in national tourism campaigns.

Popov also highlighted digital transformation as a pressing issue. Many of Bulgaria’s tourism portals, he noted, suffer from poor design, limited content, and a lack of functionality for modern travelers. “If we want to attract international tourists year-round, we need intuitive, content-rich, and multilingual online platforms that facilitate easy information access and booking.”

The call for sustainable tourism development was also central to Popov’s recommendations. He urged stronger support for local businesses, traditions, and crafts, especially in rural and less-frequented areas. “Tourists are increasingly looking for authenticity. Promoting homegrown experiences and eco-friendly travel can significantly elevate Bulgaria’s tourism appeal.”

Popov emphasized that effective change hinges on stronger collaboration between the public and private sectors. Coordinated strategies, market-specific advertising, and better resource allocation could pave the way for more targeted and successful tourism outreach efforts.

He also warned that Bulgaria’s recent Schengen accession, while a boost for mobility, might pose risks for domestic tourism, particularly from Western Bulgaria. Easier travel to destinations like Greece might reduce domestic seaside visits, creating new challenges for local tourism operators.

In summary, Popov’s insights present a roadmap for Bulgaria to reinvigorate its tourism industry: diversify its offerings, embrace digital innovation, prioritize sustainability, and foster public-private partnerships to compete effectively on the international stage.