BTA Forum Concludes that Amid International Conflicts and Inflation, Bulgaria Remains Safe and Affordable Travel Destination

BTA team

A forum titled "BG Tourism – Summer 2026", organized by BTA, is held at the Sts Constantine and Helena resort on the Black Sea, May 11, 2026 (BTA Photo/Hristo Stefanov)

Sofia,

11.05.2026 19:55

(BTA)

A forum titled "BG Tourism – Summer 2026", organized by BTA and held at the Sts Constantine and Helena resort on Monday, discussed the most effective messages which Bulgaria can communicate to promote its tourist industry ahead of the summer holiday season. The conference brought together media leaders, government institutions, tourism businesses, NGOs, universities, and experts. They concurred that amid international conflicts and inflation, Bulgaria remains a safe, affordable and trendy travel destination.

BTA Director General Kiril Valchev said that in uncertain times marked by wars and rising transport costs, Bulgaria offers safety and peace. According to Valchev, Bulgaria remains a secure and competitively priced destination, especially amid conflicts in Ukraine and the Middle East and growing fuel-related travel costs.

There is enough aviation fuel in Bulgaria to support tourist flights, said Denitsa Milosavljevic, head of Aviation Business Development at Fraport Twin Star Airport Management AD. She noted that the operator is not so dependent on fuel imports through the Strait of Hormuz.

Bulgarian Hotel and Restaurant Association Board Chair Georgi Shterev said that hotels are prepared to welcome tourists despite the unpredictable environment. "Prices will not be adjusted, they will remain as announced, and everyone is welcome," Shterev said.

Tourism Minister Ilin Dimitrov believes that this country remains a model of hospitality and a destination for recharging and restorative holidays. He said that in the coming months the Tourism Ministry will work actively to fill the airwaves, digital space and social media with messages and content showing Bulgarian tourism in its best light.

MP Mario Smarkov of the ruling Progressive Bulgaria party called on state institutions to take greater responsibility for the tourism sector. He argued that the state authorities owe a debt to tourism. "This applies above all to transport connectivity because, apart from flights, especially concerning neighbouring countries, the lack of quality road connections significantly hampers tourism along our Black Sea coast," Smarkov said.

Bulgarian National Television Management Board member Vera Alexandrova said that a quality tourism product requires coordinated efforts and rapid, transparent communication between the media and State authorities. She highlighted the public TV broadcaster's commitment to the tourism sector and proposed concrete steps to improve communication among businesses, the government and the media.

Bulgarian National Radio Director General Milen Mitev proposed the creation of an integrated national database containing useful information for tourists. "We need to systematize and catalogue information in one place," Mitev argued. He suggested that the public service broadcasters could work together for this purpose.

Asen Ivanov, Director of the News, Current Affairs and Sports Department at bTV Media Group, argued that the days of the all-inclusive model and the pursuit of the lowest price in Bulgarian tourism are coming to an end. He added that Bulgaria's tourism product needs to be reconsidered. Ivanov suggested that Bulgaria should be repositioned on the market to also attract higher-spending foreign tourists.

Marta Evtimova, Chief Producer at Nova Broadcasting Group, said tourism coverage extends beyond regular news bulletins, and the topic is explored in depth through specialized original projects and documentary series. She urged the media to remain objective.

The Chair of the Council for Electronic Media (CEM), Gabriela Naplatanova, highlighted the strategic role of the media in promoting tourism. "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.

According to Varna Municipal Council Chair Hristo Dimitrov, the city is modernizing its infrastructure as actively as it can, but tourism professionals must be proactive too.

Dobrich Municipal Council Chair Krasimir Nikolov called on tourism executives to continue to rely on Bulgarian-grown food but also to promote it because tourists do not know that they are eating ecologically clean, high-quality food that is in no way inferior to the most expensive brands.

Varna Chamber of Tourism Co-Chair Stoyan Marinov said that Bulgaria’s competitive edge lies in its appeal as a healthy and affordable destination. Bulgarian resorts offer 15% to 20% better value for money than those in Greece and Turkiye, adding that this will remain the case this summer.

The Chair of the Varna Association of Restaurateurs and Hoteliers, Pavlin Kosev, noted: "Our country has everything – mineral springs, cultural heritage, wineries. What we lack is a little more self-confidence." According to him, the problem is that in Bulgaria people focus too much on the problems, while such problems exist all over the world. "We should pay more attention to the good things," he stressed.

Sts. Constantine and Helena Holding Executive Director Elena Koseva said: "Tourism is not only about statistics, accommodation capacity and occupancy rates but also about emotion and conveying a message." Koseva noted that Sts. Constantine and Helena (formerly Druzhba) is Bulgaria's oldest beach resort, a place of history and tradition, and also with a vision for the future.

Galina Mitkova, Director of "The Palace" State Cultural Institute in Balchik, pointed out that Bulgaria is a good destination for cultural tourism. She called on the media and tour operators to give more attention to cultural tourism and to offer visitors different types of experiences.

Varna Medical University Rector Dimitar Raykov said that his institution contributes to the tourism sector through the training of highly qualified specialists and activities related to health and sustainable tourism.

Flotilla Admiral Boyan Mednikarov (Ret.), former Rector of the Nikola Vaptsarov Naval Academy in Varna, said that the naval research vessel Sv. Sv. Kiril i Metodii (RSV 421), which is known mainly for providing logistical support for the annual Bulgarian expeditions to Antarctica, will carry out two seawater monitoring missions in the Black Sea this June.

Father Doncho Alexandrov of the Varna Metropolitanate said: "Tourists visiting Bulgaria should leave knowing they have spent their holiday in a spiritually rich country with a spiritually rich people."

/VE/