Extended search
Giro d’Italia 2026: BTA presents new section

Tourism Minister: Perfect Opportunity for New Narrative about Bulgaria

Ekaterina Toteva
Tourism Minister: Perfect Opportunity for New Narrative about Bulgaria
Tourism Minister: Perfect Opportunity for New Narrative about Bulgaria
Tourism Minister Irena Georgieva speaking at the BTA National Press Club, April 3, 2026 (BTA Photo/Minko Chernev)
Sofia,  
07.04.2026 11:02
 (BTA)
Tags

Tourism Minister Irena Georgieva believes that BTA’s new section, Giro d’Italia 2026 – Cycling in Bulgaria, is a perfect opportunity for a new narrative about Bulgaria - one that reaches far beyond its borders. "Hosting this event is an opportunity that we will use strategically so that Bulgaria can be seen, experienced, and remembered. That is precisely why we believe that the section "Giro d’Italia – Cycling in Bulgaria" is an excellent opportunity for this," she said at a press conference at the BTA National Press Club, where the new BTA section was presented.

Georgieva wished success for the BTA project "as well as to the race and to everything that will emerge from it".

She pointed out that BTA’s section will be one of the voices of the race, and through it the routes, nature, culture, people, and spirit of Bulgaria will be showcased. We will tell stories that endure and inspire people to want to share them. Because today, tourism is not measured only in kilometers and overnight stays—it is measured in experiences and emotions, the minister commented. According to her, this will be a narrative about Bulgaria that combines tradition and modernity - a story that shows not only where we are, but who we are.

Georgieva noted that international experience shows that hosting stages of the race leads to a significant increase in tourist interest in the country, boosts destination recognition, and creates long-term economic benefits for local communities.

In this regard, the Ministry of Tourism is implementing a targeted and integrated communication campaign aimed at promoting Bulgaria as an attractive destination for sports, culture, and experiential tourism, Georgieva said. She explained that the campaign includes strategic partnerships with international media, Bulgarian public media, an active digital presence, and the creation of high-quality visual content showcasing the richness of Bulgaria’s nature, cultural and historical heritage, and opportunities for active tourism.

The overall goal of the institutions is for Bulgaria to demonstrate its diversity and establish itself as a welcoming host at a global level, Georgieva added.

Participating in the event were also government ministers, representatives of the local authorities, sport and sectoral organization, and public media organizations. 

This year, Bulgaria will be hosting the Grande Partenza - the opening stage - of the Italian cycling tour. The route goes by natural and cultural landmarks, divided in three stages. The first is from Nessebar to Burgas on May 8, the second from Burgas to Veliko Tarnovo on May 9 and the third is from Plovdiv to Sofia on May 10, 2026. 

/MR/

Additional

news.modal.image.header

news.modal.image.text

news.modal.download.header

news.modal.download.text

news.modal.header

news.modal.text

By 02:21 on 08.06.2026 Today`s news

This website uses cookies. By accepting cookies you can enjoy a better experience while browsing pages.

Accept More information