A uniform tourist brand will be created in Bulgaria for the first time ever. It will position this country as a tourist destination with its own appearance and will show-up Bulgaria among other competitors in the region. Currently the Bulgarian Ministry of Economy and Tourism is conducting a market research, which will help to develop uniform symbols and messages of the local tourism. The idea is that Bulgaria will finally become distinguishable on the world tourist markets not only as a sea tourist destination for low price holidays, but as a place for traveling and historical tours, which will reveal our millenial history and beautiful nature.

© Photo: Veneta Nikolova

Tourism is an entertainment industry above all. This is how analysts describe one of the fastest developing sectors in world economy. This is why competition nowadays among various holiday destinations is based not only on the quality on the product offered, but on the emotional value the modern consumer receives as well. This is why it is so difficult to stay and develop in a market, where millions of attractive holiday offers are waiting for the tourists. This is also relevant for Bulgaria, which has been attempting to wriggle out of its image of a cheap seaside resort. Researches, made among foreign tourists in Bulgaria as well as among tour companies and agents show that despite the sustained growth marked over recent years, Bulgaria still remains relatively unknown to the world tourist markets. There is good news though. It turned out that foreigners who chose to spend their vacation in Bulgaria during the last 2 years have a positive attitude towards this country as compared to the ones, who have not visited this country yet. The research also shows that 90% of all tourists are pleased with their holiday in Bulgaria. All efforts of the Bulgarian Ministry of Economy, Energy and Tourism are directed to the implementation of “Bulgaria brand”. The project is financed by the “Regional Development” operational programme.

© Photo: Veneta Nikolova

Preserved traditions are one of the strong points of the new brand idea

“The accent falls over the emotions of people, who visit this destination and the positive memories, which will stay in their minds”, says the Deputy Minister of Economy, Energy and Tourism Ivo Marinov. It is a well known fact that at present Bulgaria is mainly popular among foreign tourists as a sea destination. This was confirmed by the recent researches in this sector. It means we have a very great potential when it comes to cultural and mountain tourism as well as spa and wellness vacations. Our aim is to place all these elements in a uniform strategy, which will promote the sector in the future. However, the brand will be subjected to changes and management in accordance with the modern trends of the world tourist markets."

© Photo: Veneta Nikolova

What, according to the researches, creates biggest emotional adherence of the foreign tourists towards Bulgaria? 

“It all depends which country these tourists are coming from”, says Ivo Marinov. “For example if we speak of Russian tourists their emotional adherence is driven by the nature, the lack of language barrier, close culture, religion. In other words the Russian tourists feel comfortable in Bulgaria. However, things look different in other tourist markets”,  Ivo Marinov concludes.

The new tourist brand, which will include various visual and marketing elements, is expected to be completed by 2013. At present Bulgaria is working over a new logo, which will eventually replace the existing yellow rose, which resembles a summer sun. According to experts the new sign will carry the emotional intensity necessary and will have better impact over tourists. Te new logo will be a part of the uniform brand of Bulgaria.

English version: Kostadin Atanasov