site.btaMiddle East Crisis Could Impact Bulgaria’s Tourism, Expert Recommends Domestic Focus and Rebranding

The ongoing crisis in the Middle East is expected to affect tourism in Bulgaria, particularly the upcoming summer season. Professor Mariana Yaneva, head of the Department of Tourism Economics at the University of National and World Economy, told BTA that government authorities, including the ministries of tourism and foreign affairs, the President, and the Prime Minister, should unite to promote Bulgaria as a safe destination for year-round travel with diverse recreational options. 

Prof. Yaneva emphasized that Bulgaria should redirect its focus to domestic tourists and offer incentives such as holiday vouchers or tax breaks, similar to measures in other European countries like Greece. She noted that key foreign markets, particularly Israeli tourists who travel via charter programs, may decline this summer due to the geopolitical situation. Hotels and tour operators serving these markets are expected to be most affected. 

The expert suggested that European tourists traveling by land (private cars or buses) could partially offset losses, providing a sense of safety. She also highlighted that the acceptable threshold for price increases, despite rising fuel costs, is around 10%, as tourism is increasingly seen as essential for physical and mental recovery.

Prof. Yaneva stressed the importance of licensed tour operators, who manage the risk and logistics of returning tourists in emergencies, and recommended that travelers use legally registered professional operators for international trips. She noted that individual tourists bear their own risk when traveling independently.

Regarding long-term opportunities, Prof. Yaneva said the crisis could help rebrand Bulgaria as a four-season health and wellness destination and encourage development of niche tourism products beyond mass summer tourism, leading to sustainable growth. She also advised immediate European marketing campaigns promoting Bulgaria as safe and urged alignment between government institutions to support this messaging.