site.btaBulgarian National Radio Director General: Media Should Be More Bold, Responsible in Reporting on Opportunities for Domestic Tourism

Bulgarian media should be more daring and responsible in reporting on what is happening in the country, especially on the opportunities for domestic tourism, said Milen Mitev, Director General of Bulgarian National Radio (BNR), during the BG Tourism – Summer 2025 forum organized by the Bulgarian News Agency (BTA) at the Grand Hotel Pomorie.

Mitev pointed out the need for journalists to be more active in promoting Bulgarian tourist destinations and encouraged them not to be afraid to use specific names and brands in their articles when the goal is to inform, not advertise. According to him, the line between advertising and information is determined by the journalist's intention, not by the content itself.

"When the goal is to inform the audience, there is no problem with mentioning specific objects or brands. The problem arises when advertising is involved," Mitev emphasized. He expressed confidence that the Council for Electronic Media and the court are capable of making this assessment.

The Director General of BNR emphasized that the media environment in Bulgaria often creates restrictions for itself, fearing regulatory sanctions. "I call for more courage—we have a duty to present information in its entirety when it is in the public interest," he said.

Mitev outlined two strategic challenges facing the media: insufficient focus on domestic tourism and excessive admiration for foreign destinations. According to him, Bulgarian media often inadvertently advertise foreign resorts, using PR materials provided to them or guided by their own ideas of "exotic" destinations, instead of promoting local tourist attractions.

He pointed out that BNR has already taken concrete steps to increase coverage of tourism through the programme "Travel with Horizon", which is broadcast year-round and covers various aspects of the tourism industry in Bulgaria.

Mitev shared an idea for creating a national interactive map in partnership with other public media and the Ministry of Tourism. The map will contain up-to-date information on weather, repairs, transportation, cultural events, and archival materials, accessible through the websites of national media outlets. "This would be a real product with high public benefit," he said, emphasizing that BNR is ready to be among the first participants in the initiative.

Mitev called on local government and business representatives to interact more actively with the media. "We cannot be everywhere. Help us, provide us with information in a timely manner so that we can report it adequately," he said.

In conclusion, Milen Mitev noted that high-quality service could become a key competitive advantage for Bulgarian tourism. "Contact with people is what stays in the mind. And service depends mainly on us—it does not require geography, but attitude," he said, adding that in many European countries there is a trend toward self-service, which opens up an opportunity for Bulgaria to stand out with a personal, warm, and human attitude toward its guests.