site.btaTourism Minister Borshosh Discusses Deepening Bilateral Cooperation with the Ambassador of United Arab Emirates to Bulgaria

Tourism Minister Miroslav Borshosh met with Abdulrahman Ahmed Al Jaber, Ambassador Extraordinary and Plenipotentiary of the United Arab Emirates to Bulgaria. The meeting focused on the development of bilateral cooperation in the field of tourism as a strategic area of ​​cooperation, the Bulgarian Tourism Ministry said here on Tuesday.

Minister Borshosh stressed the commitment of the Ministry of Tourism to develop the institutional partnership with the UAE, recalling the Memorandum of Understanding in the field of tourism between Bulgaria and the UAE signed in 2022. The document lays a solid foundation for future initiatives and joint projects.

"We are working for the sustainable development of the sector, including by entering distant and highly promising markets, such as the UAE. Thanks to the direct airlines between the two countries, Fly Dubai flights to Sofia, as well as the new Wizz Air route between Abu Dhabi and Varna, launched on March 31 this year, we are significantly facilitating access to our country for tourists from the Middle East, and this is only the first step. The next step is to increase digital advertising to this market, including by working with content creators," said Minister Borshosh and pointed out the importance of transport connectivity as an important factor for expanding tourist exchange.

In connection with the upcoming 123rd meeting of the Executive Council of the World Tourism Organization (WTO) in Madrid (May 29-30, 2025), the Minister and the Ambassador discussed the candidacy of Sheikha Nasser Al Nowais for Secretary-General of the WTO, nominated by the UAE. Minister Borshosh expressed his readiness to hold a working meeting with her to learn about her vision for the development of the World Tourism Organization.

Ambassador Al Jaber said that Bulgaria is a safe and attractive tourist destination, which impresses with its natural resources, hospitality and good tourist service. He supported the Ministry's plans to focus even more on digital marketing and social media, including through cooperation with influencers and content creators.

Minister Borshosh added that Bulgaria is  represented with a national stand at the international tourism exhibition Arabian Travel Market in Dubai, which is currently taking place and continues until May 1, 2025. The country's presence in such formats is key to strengthening Bulgaria's image as a preferred tourist destination.