site.btaNo Sustainable Tourism without Private Business, Says Dinevi Group Representative Daniela Dineva

The private sector is the engine of Bulgarian tourism and its contribution should be clearly recognised and reflected - especially when it comes to significant events of cultural or sporting value,  Daniela Dineva, representative of Dinevi Group AD, said during the national BG Tourism - Summer 2025 forum, organized by the Bulgarian News Agency (BTA) at the Grand Hotel Pomorie.

"Without private business there is no topic of tourism. I would like to call for more attention to quality events and for the organizer to be clearly indicated when he creates something that promotes the Bulgarian tourist destination or has cultural value," Dineva said. In her words, there should be moderation in mentioning trademarks, but when they are behind significant initiatives, mentioning them is a matter of respect and appreciation.

As an example, she gave the upcoming International Beach Volleyball Tournament of the Futures World Series to be held in Sveti Vlas in just a few days. According to her, this is an event of national importance, which is happening for the first time on the Bulgarian Black Sea coast. However, media interest has been extremely low.

"It was extremely difficult to find a partner who would commit to broadcasting it live. BTA, of course, supported us, for which I am grateful. But by virtue of a contract with the International Volleyball Federation, we have an obligation to broadcast the event live. I am glad that Nova TV has accepted and will broadcast it," Dineva said. 

In her view, there is still an unfounded concern in society and especially in the media that mentioning private partners is tantamount to advertising. "The truth is that it is not shameful, it is not dirty - it is a contribution to Bulgaria's image as a tourist destination. How else will we build an attitude and trust in the next generations towards Bulgarian tourism?" she asked.

Dineva also addressed the representatives of institutions and the media present, recalling that for years the practice has been established for brands and private organizers to be avoided from official statements and reports, even when they have a real contribution. "In this way, an entire generation is being educated to disregard Bulgarian successes in tourism. This must change."