site.btaMedia Plays Strategic Role in Tourism Development, CEM Chair Says

The Chair of the Council for Electronic Media (CEM), Gabriela Naplatanova, highlighted the strategic role of the media in promoting tourism during the forum “BG Tourism – Summer 2026”, organized by the Bulgarian News Agency (BTA) and held at the Ensana Aquahouse hotel in the Sts Constantine and Helena resort on Monday.

“The impact of negative tourism news is immediate, but the impact of good storytelling and positive tourism coverage can be far-reaching and long-lasting,” Naplatanova said.

She pointed to growing interest in tourism-focused media content, including television programmes and film productions, particularly on the Bulgarian National Television (BNT). Commercial broadcasters are also contributing by producing reality formats and other productions that showcase Bulgaria’s landscapes, culture, and natural attractions, she added.

Naplatanova presented findings from a nationally representative survey by the CEM on the public mission of the BNT and the Bulgarian National Radio (BNR). The study shows tourism ranks among the top five topics audiences want to hear more about on public radio, with 34.3% of listeners expecting expanded tourism-related content on the BNR’s national and regional programmes.

Interest was strongest among audiences aged between 30 and 40, as well as among women, who associate tourism with culture and healthy lifestyles, she said.

Demand was even higher for tourism content on public television, where the topic ranked third among viewers’ preferred subjects. Nearly 40% of respondents said they wanted broader tourism coverage in news broadcasts and current affairs programmes. According to the survey, audiences also value Bulgarian films, concerts, and TV series promoting the country.

The forum was part of BTA’s long-running initiative to organize tourism discussions twice a year, ahead of the summer and winter seasons, bringing together representatives of institutions, the tourism industry, non-governmental organizations, academics, and experts. Among the participants was the European Spas Association President and Bulgarian Union of Balneology and Spa Tourism Chairperson, Siyka Katsarova.