site.btaBulgaria Is Best Recognized as Tourist Destination for its Cultural Sites - Study

Bulgaria Is Best Recognized as Tourist Destination for  its Cultural Sites - Study


Sofia, February 26 (BTA) - A recent communication campaign
Bulgaria has carried out in the print media and television in
countries which are potential markets for Bulgarian tourist
products, has reached 59 million people. The campaign which
ended in December 2014, was implemented in Germany, Russia,
Ukraine, Romania, Poland and Sweden as part of an ongoing
project of the Tourism Ministry entitled "Integrated
Communication Campaigns for Bulgaria in Target Markets",
supported by the EU-funded Operational Programme Regional
Development. The results of the project were announced Thursday
at a news conference in Sofia by its leader Anelia Genova.

The campaign had a target audience of 40 million people. It
showed that what Bulgaria is most recognizable as a tourist
destination for its cultural sites.

The whole project of over 7 million leva and duration of 36
months ending in April 2015, aims to improve the efficiency of
marketing activities on the said target markets. It also seeks
to enhance the formation of a positive attitude to Bulgaria,
raise awareness of this country as a tourist destination,
motivate decisions to chose Bulgaria for tourism and broaden the
scope of people who regularly come on vacation in Bulgaria.

In the project, Germany emerged as the key European market with
a positive attitude to Bulgaria. Work there will continue with
supporting advertising. Very few negative assessments were
obtained in Russia. Romania tops the list of markets with a
potential. Ukraine is among the top 10 most important markets,
especially in respect to children camps. In Poland, Bulgaria is
the third most preferred destination and this country was found
to have a growth potential going beyond the traditional sea
resort tourism. The Swedish market does not generate many
tourists for Bulgaria but has a potential for interest in
versatile products.

Bulgarian tourism, however, has an image problem in Sweden after
several negative press stories connected with "alcohol tourism"
in recent years.