site.btaTourism Needs Strong Leadership and Structural Reform

The tourism industry in Bulgaria needs strong leadership, clear goals, and a complete transformation of the Ministry of Tourism, Polina Karastoyanova, Executive Director of the National Tourism Board (NTB), told the BG Tourism – Summer 2025 forum organized by BTA in Pomorie.

"We participate in this meeting with a high degree of confidence because we know the tourism industry from the inside - for nearly 20 years. We are also the only Bulgarian organization in the sector that is a member of the World Tourism Organization of the United Nations," Karastoyanova said. In her words, the forum should focus on the specific problems and needs of the tourism sector.

After a long period of stagnation and futility in public life, there is now a functioning government and synergy between institutions - this is the formula for success for both society and any sector, including tourism, she stressed. Karastoyanova expressed support for the vision and work of Tourism Minister Miroslav Borshosh and his team. In the ten-year history of the ministry, we have not witnessed such a clear ambition, consistency and long-term action, she said, adding that the Ministry of Tourism needs a bigger budget, more powers and administrative capacity to actually fulfil its strategic role.

“The ministry needs to act with the weight that the Ministry of Foreign Affairs has, because around the world, tourism is sometimes the economic diplomacy that has been more successful in replacing the classical or cultural diplomacy,” Karastoyanova said. She added that Bulgaria needs united efforts, a clear focus and institutional support when it comes to the tourism sector.