site.btaSofia Forum Brings Attention to Bulgaria's Tourism Brand, Role of Young Professionals

The University of National and World Economy's (UNWE) Economics of Tourism Department hosted its first congress titled Brand Bulgaria: Hospitality in Four Seasons. Through the Vision of Young Talents here on Friday. The event featured discussions, presentations, and panel sessions dedicated to the development of Bulgaria’s tourism brand and the role of young professionals. Partners included the Bulgarian Association of Hotel Executives (BAHE), the Bulgarian Tourism Association (BTA), and the Association of Hoteliers and Restaurateurs – Velingrad and Western Rhodope.

Attending the event were representatives of the partner organizations, heads of UNWE departments, and Bulgarian News Agency (BTA) Director General Kiril Valchev, among others. 

Opening the congress, Prof. Dimitar Dimitrov, UNWE Rector, said: Promoting Brand Bulgaria is very important for all of us. Ideas such as "The Wine Route," "Orpheus," or "The Rhodopes" are valuable, but they do not always speak clearly to someone who is not deeply familiar with Bulgarian history and culture. That is why the development of Brand Bulgaria with its four seasons and additional nuances can truly give a new image to Bulgarian tourism. 

Deputy Tourism Minister Pavlin Petrov said: The natural features, the four seasons, the rich culture and history of Bulgaria are a strong potential that must be presented to the world through joint efforts of institutions, business and the academic community. If we want to live in a better world, we must work together and show the beauty of Bulgaria, and there is a lot of it. The congress manages to unite the experience of the academic community, the courage of entrepreneurs and the energy of young people, which, in my opinion, is proof that something meaningful is being done. 

BTA Director General Kiril Valchev stressed the importance of a clear and recognizable national brand, adding that the quest to identify a symbol that convincingly and memorably represents the country has been a long-term mission supported by the BTA and the university. Highlighting the value of involving young people in the search for such a symbol, Valchev pointed to successful BTA initiatives in which students contributed ideas for renovating the Agency’s building and the surrounding space, as well as for the new look of LIK magazine, including the creation of the typeface used to brand all BTA materials. Valchev also spoke of the upcoming BG Tourism forum organized by BTA. "Every year, ahead of the winter and summer seasons, we bring together media, mayors, ministries, universities, and professional associations to formulate Bulgaria’s specific message for the respective season. A general symbol is not enough, what matters is how it is communicated across the four tourist seasons," he said, adding that "Bulgaria truly is a four-season destination." 

The programme included presentations of short video clips created by students from the top teams across 28 UNWE programmes showcasing their vision for promoting Brand Bulgaria in the country’s nine tourist regions.