We are in the midst of summer, but will the tourist season be strong? Ivelin Kichukov, chairman of the Bulgarian Tourism Association, speaks to FACTI.
- Mr. Kichukov, how is the summer season, which is in full swing, going? Are Bulgarian hotels full?
- The season shows a clear bipolarity – there are locations with very good results, but also those where the problems are systemic. The Southern Black Sea Coast – Primorsko, Sozopol, Lozenets, report stable demand, especially in the part where events, family packages and cultural added value are relied on.
But other regions are lagging behind, mainly due to insufficient transport accessibility, lack of new forms of advertising and weak connection between the tourist product and modern expectations. That is why in the last National Tourism Strategy that I presented, I emphasize: transport and connectivity are not just logistics - they are a tool for promoting travel and stay.
- There has been talk of a shortage of personnel for years. What is the situation this season?
- This is not a temporary shortage - it is a chronic lack of a systematic approach to human resources in tourism. And I say this with responsibility, because without people - there is no service, and without service - there is no tourism.
That is why we have proposed specific solutions:
-- seasonal work visas for citizens of Turkey, Moldova and Georgia;
-- an online platform for applications and tracking of personnel, as in Romania;
-- tax incentives for hoteliers who invest in language training and adaptation of foreign staff;
-- a two-year work permit for key positions - chefs, managers, animators.
In tourism, Bulgaria needs working people, not administrative obstacles.
- Bulgaria is already in Schengen by air and water, and the euro is approaching. What does this mean for tourism?
- This is a strong signal of stability and predictability. Schengen by air facilitates access - especially important for markets such as Israel, Germany, Austria. The Eurozone will make payments easier, increase investment interest and enable us to participate in larger-scale “B2B“ cooperation schemes with European tour operators.
But, as I clearly point out in the Strategy until 2030, this is not an automatic profit.
We need to offer a product that is digitalized, innovative and based on an integrated experience – health tourism, culture, gastronomy, active recreation.
- Despite everything, many Bulgarians prefer Greece. What can we offer?
- Greece has something to show, but the price of the experience there often exceeds expectations – mandatory consumption, expensive parking, paid access to beaches.
This makes Bulgaria increasingly attractive – not only as a more accessible, but also as a freer and more human destination.
I am convinced that Bulgaria can offer a balanced experience – nature, food, culture and tranquility, especially when we focus on integrated products such as “sea + health“, “SPA + wine“, “golf + culture“. This is the way – not to imitate Greece, but to build on our own DNA.
- How competitive is the Bulgarian Black Sea coast this season?
- Our Black Sea coast has serious potential, but we must stop relying only on “sun and beach“. In the National Strategy, I have clearly stated that we need a new model of supply – “Black Sea 4 seasons“, with an emphasis on mud therapy, events, cultural tours and digital experiences.
The problem is not in the resources – but in the lack of connection between them. That is why we created the idea of clusters – such as “Black Sea Health Hub“ – Pomorie, Burgas, Varna – which would combine sea, SPA, culture and gastronomy. This is the way to keep tourists for more than 5 days and increase revenue per tourist, not just the number of tourists.
- How do foreign tourists perceive us in terms of price-quality ratio?
- Currently, Bulgaria is in the leading positions in Europe in terms of price-quality ratio, especially in family and SPA tourism. But this cannot be our only point of reference.
Quality is no longer just a hotel and food.
The tourist wants an environment, digital access, aesthetics, safety, personal attention. We cannot achieve this without digitalization and real feedback. In the Strategy, I propose the introduction of a national satisfaction monitoring system based on QR codes and applications available in the main languages.
- Where and how is Bulgaria advertised? Is our voice heard on the international stage?
- Our advertising is reactive, not strategic. While Greece, Albania and even Romania are running TikTok campaigns, influencer tours and YouTube videos, Bulgaria is still not using European funding for digital marketing.
I proposed the creation of a special department for European funding and marketing at the Ministry of Tourism, which would develop projects under programs such as Single Market, Creative Europe, Interreg Black Sea and Digital Europe.
A specific example: the project “Bulgaria All Seasons Digital“ with a budget of 5 million euros – for influencer tours, virtual tours and large-scale video advertising.
We have the right to be proud of what we offer. But we also need to tell it in a modern, targeted way and to the right audience.
As the chairman of the Bulgarian Tourism Association (BTA) and author of the National Tourism Strategy until 2030, I believe that Bulgaria has all the conditions to become a regional leader in sustainable, health and cultural tourism.
However, this will only happen if:
-- we move away from the seasonal model and build year-round products
-- we rely on innovation, personnel and modern advertising
-- we connect business, the state and education in a common mission
We do not lack ideas - we lack coordinated action. But I am optimistic because I see more and more people ready to work for the true transformation of Bulgarian tourism.