site.btaBulgaria Developing Strategy to Promote Specific Types of Tourism to Targeted Markets - Minister Borshosh

Bulgaria is currently developing a strategy to promote specific types of tourism to targeted markets, Tourism Minister Miroslav Borshosh said at a news briefing on Friday following a tourism forum in Razlog, Southwestern Bulgaria.

The aim is to ensure tailored advertising through platforms such as Meta, YouTube, and Google, as well as traditional channels like outdoor advertising, Borshosh said. He added that this involves using all kinds of emerging digital technologies, including artificial intelligence, which is increasingly shaping the preferences of the modern traveler.

Borshosh expressed optimism about the upcoming summer season, citing early bookings. He noted that the recent winter season was a success, adding that the January–April period is proving particularly favorable for Bulgarian tourism. Bulgaria is among the top 10 destinations in terms of growth, the Minister said. In his words, for the first time, this country exceeded 2 million registered tourists and recorded 4.6 million overnight stays during the winter months, which he described as a record figure. “This is the result of strong collaboration between the state and local authorities,” he said.

Earlier in the day, pilgrimage and wine tourism were key topics at the forum, co-organized by the Ministry of Tourism and MEP Andrey Novakov. Minister Borshosh emphasized Bulgaria’s growing emphasis on wine tourism, highlighting the country’s upcoming role as host of the 9th UN Tourism Global Conference on Wine Tourism. The conference will be held on the initiative of the Tourism Ministry and in cooperation with UN Tourism.

Borshosh said that this country would welcome the world’s leading wine tourism nations, their ministers, and experts. He noted that the event would be a chance to share expertise and showcase what Bulgaria can offer. A good infrastructure is being developed to support wine tourism and accommodate the tourist flows, the Minister said, adding that Blagoevgrad Region, particularly Melnik and its surroundings, has some of the best wine tourism infrastructure.