site.btaBulgaria's Tourism Sector Faces Staff Shortages Despite Growing Industry, Says UNWE Prof. Ianeva

The main paradox in Bulgaria’s tourism sector is the gap between the large scale of the industry and the limited state resources for training professionals, Prof. Mariana Ianeva, head of the Department of Tourism Economics at the University of National and World Economy (UNWE), told BTA. Ianeva commented ahead of the upcoming summer season and in connection with the country’s shortage of qualified staff.

According to Ianeva, the problem could be addressed through cooperation between the state and the private sector to develop Bulgaria as a four-season destination, making tourism jobs more stable and attractive for local specialists.

She noted that the six to seven universities offering tourism programmes in Bulgaria cannot meet the needs of thousands of tourism establishments due to low admission quotas. At UNWE, the number of state-funded bachelor places has dropped from 200 in the early 1990s to just 30–40 per year, limiting the preparation of new specialists.

Tourism education at UNWE is part of the broader Economics programme rather than a narrowly specialized tourism track, giving students a solid foundation in marketing, management, and macro- and microeconomics, Ianeva explained. The university admits 30–40 state-funded bachelor students per year, with about 100 enrolled in total. Master’s programs offer roughly 20 paid-distance places and 15 full-time paid places annually.

Attracting young professionals

Ianeva emphasized that tourism appeals to young people because it offers work in an aesthetic environment (hotels) and interaction with people in good spirits. The profession provides opportunities for travel and new experiences, avoiding the routine of purely administrative work.

Around 10% of UNWE students work abroad during the summer through programs such as Work and Travel, she said, but 95% of graduates eventually build careers in Bulgaria. Young professionals seek year-round employment rather than seasonal work for just 2–3 months.

She noted that curricula are updated annually with current business information, providing additional motivation for students. The department also holds monthly business forums and provides real-life case studies to prepare students for practical work. Graduates gain fundamental economic knowledge in marketing, management, and finance, making them adaptable to various roles in the tourism industry.

Digital transformation to address staff shortages

To address the critical shortage of professionals due to limited state admissions, Ianeva proposed transforming the university into a “digital media platform,” making knowledge accessible to thousands of students from other disciplines and external audiences through YouTube channels and online libraries. This would extend education beyond physical classrooms to a broader pool of potential industry professionals.

Practical training in real time

The gap between theory and practice can be bridged by integrating discussion forums and expert podcasts into the curriculum. Recordings from these events serve as case studies for students to analyze current market situations, preparing them for the realities of the industry rather than outdated models, she said.

New profile for tourism specialists

Since tourism is a “people-to-people” business, communication skills are critical. The new educational model emphasizes rhetoric, public speaking, and confident presentation skills, particularly in a digital environment, she explained.

Evolving mentorship and ecosystem

The role of the teacher is shifting from a sole source of information to a mentor and guide who helps students develop decision-making skills in real-world contexts. This change supports young professionals in pursuing sustainable career models, such as year-round tourism, rather than short-term seasonal employment. The university is becoming an ecosystem combining education and public engagement to prepare staff for a modern, dynamic Bulgarian tourism sector, Ianeva added.

Staff shortages

Ianeva said Bulgaria faces a significant shortage of qualified staff due to the large number of tourism operators and hotels compared with the small number of universities training professionals for the sector. She emphasized that importing staff from third countries is essential for the summer season. Current legal measures to simplify visas and attract foreign students are “minimal” and insufficient.

Recommendations to the State, legislature, and universities

To improve staffing, the state should reconsider university admission quotas and adopt visa facilitation measures that allow foreign students to study and work in Bulgaria for 4–5 years. The government should recognize tourism as a strategic priority, not just in words, but through financial support for specialized economic education.

Businesses should actively promote the “four-season” concept and rebrand Bulgaria as a year-round destination to attract qualified local staff seeking stability. Employers should strengthen partnerships with universities to provide students with practical cases and real work experience during their studies. Maintaining high standards in tourism establishments is key to retaining personnel, Ianeva noted.

Universities should continue providing broad economic training to ensure graduates are useful across multiple tourism niches. Curricula should be updated annually to reflect the dynamic sector rather than relying on outdated theoretical models.