site.btaBulgaria's Message for Summer 2026 Is That This Country Is Safe, Affordable, Trendy Destination – BTA Director General

Bulgaria’s message for summer 2026 is that this country is a safe, affordable, and trendy destination, said Bulgarian News Agency (BTA) Director General Kiril Valchev, summarising the results of a discussion held during BTA's BG Tourism – Summer 2026 forum at the Saints Constantine and Helena resort on Monday. The event brought together representatives of the tourism industry, business, academia, leading national media, and non-governmental organizations, among others.

In just one day, Varna and nearby resorts will host the HealthXChange Summit 2026, an event dedicated to the future of sustainable health tourism and organized by the European Spas Association, Valchev noted. In his words, spa can be interpreted not only as the Latin acronym sanus per aquam - health through water - but also as “safe, peace, and approach.” These words also reflect this country’s message for the summer: that it is safe, offers favourable conditions, and remains a relevant destination, Valchev said.

He noted that it is up to the media to decide what information will make it into the news and how it will be arranged. "There is bad news everywhere. What matters is the balance in which it is presented," the Valchev said. During the discussion, he urged participants to engage more actively with the media and convey positive messages.