site.btaBTA Hosts Press Conference Dedicated to Bulgarian Leg of Giro d'Italia

The BTA National Press Club in Sofia hosted on Tuesday a press conference dedicated to the three Bulgarian stages of the Giro d'Italia, which will be taking place between May 8 and 10. BTA will cover the competition in its new section, Giro d'Italia 2026 – Cycling in Bulgaria.

It is not just a sports competition but a chance for 700 million-plus spectators from nearly 200 countries to enjoy, for the first time in the history of Giro d'Italia, Bulgaria's cultural heritage "on the move".

Early in the year, the outgoing Cabinet allocated funding in two tranches for the organization and holding of the cycling race in Bulgaria: EUR 8.6 million in February and EUR 15 million in January.

Bulgaria joined an international initiative titled Illuminations. Officially included in the communication strategy of the event, the campaign envisaged illuminating in pink (the signature colour of Giro d'Italia and of the legendary Maglia Rosa or pink jersey) iconic cultural and historical sites in the host cities. Within the framework of the initiative, five landmarks were illuminated on January 28, 2026 (100 days before the start of the race): the fortress walls of the Ancient City in Nessebar, the Burgas pier in Burgas, the Tsarevets Citadel in Veliko Tarnovo, the Velodrome in Plovdiv, and the National Palace of Culture in Sofia. The illuminated sites featured in TV coverage, on digital platforms, social media and tourist campaigns on the eve of the start of the race.

At the press conference, caretaker Minister of Youth and Sports Dimitar Iliev said that Bulgaria views its hosting of the opening three stages of the Giro as a major opportunity to promote tourism and encourage greater sports participation. He stressed the importance of using the event to inspire young people to take up cycling and lead more active lifestyles.

Safety of competitors will be the top priority, he added, noting that cyclists can reach speeds of up to 70 km/h and require carefully secured routes.

Caretaker Minister of Tourism Irena Georgieva reported that international experience shows that hosting stages of the race leads to a significant increase in tourist interest in the country, boosts destination recognition, and creates long-term economic benefits for local communities. In this regard, the Ministry of Tourism is implementing a targeted and integrated communication campaign aimed at promoting Bulgaria as an attractive destination for sports, culture, and experiential tourism.

The campaign includes strategic partnerships with international media, Bulgarian public media, an active digital presence, and the creation of high-quality visual content showcasing the richness of Bulgaria's nature, cultural and historical heritage, and opportunities for tourism.

Sofia Mayor Vassil Terziev said that hosting three stages of the Giro is an event of great importance not only for sports but also for tourism and the country's international image. He reported that a rich programme has been prepared that includes cycling parades for children, cultural events, and stage performances. On May 9, on the occasion of Europe Day, a cycling parade with pink jerseys will be organized together with ambassadors of European Union Member States.

Plovdiv Mayor Kostadin Dimitrov said that his city will build a bridge between culture and sports during the Giro. Minutes before the start on May 10, a procession will set off from the Roman Stadium, featuring cultural figures from the city – representatives of the Trakia Ensemble, actors from the Drama Theatre and the Puppet Theatre, as well as students from the school for stage arts. The procession will end at Central Square, where the race will begin. Among the accompanying events are a concert by the State Opera – Plovdiv at the Ancient Theatre, as well as a wine festival in the Old Town.

Veliko Tarnovo Deputy Mayor Georgi Nedev said that his city is ready to welcome the Giro. Preparations are still ongoing for the various accompanying events related to welcoming the competitors. Repairs on the main sections of the race route are continuing, including in the area around the Tsarevets Fortress and at the entrance to Veliko Tarnovo from the direction of Lyaskovets.

Nessebar Mayor Nikolay Dimitrov reported that Nessebar Municipality will kick off the tourist season in a unique way with the world-class international race, which will start from the UNESCO World Heritage city on May 8. Nessebar has prepared a programme for May 7 featuring festive and folklore events and a series of activities to welcome its guests.

BTA Director General Kiril Valchev told the news conference that BTA will also offer articles about Bulgarian cycling clubs and competitions, cycling infrastructure and bicycle manufacturing in Bulgaria. BTA will cover the race itself, so viewers will learn the overall winner of the Italian stage, thanks to BTA's partnership with Italy's national news agency, ANSA.

BTA Deputy Director General Evgenia Drumeva highlighted the map showing the three stages of the race in Bulgaria as one of the most interesting features of BTA's new section. She said BTA searched its archives for photographs related to cultural and historical heritage sites along the route of the cycling race, as well as beautiful natural landmarks in these regions of Bulgaria. Drumeva noted that around 100 BTA staff are expected to be involved in covering the Giro d'Italia event in Bulgaria.

BTA Sports News Director Dimitar Velyov said that hosting the opening stages of the Giro d'Italia in 2026 will be one of the most prestigious sporting events ever held in Bulgaria. He highlighted the race's massive international reach, with hundreds of millions of viewers worldwide and over 100 million expected to watch the three stages in Bulgaria alone.

Bulgarian National Television (BNT) Director General Milena Milotinova said that BNT will will air all three stages of the Giro on its specialized sports channel, BNT 3, while BNT 1 will feature live segments at the start and finish of each stage. She also announced plans for interviews with cycling experts, mayors, and representatives of local communities.

Milen Mitev, Director General of Bulgarian National Radio (BNR), emphasized the crucial role of public media in the success of Bulgaria's hosting of the Giro. BNR will dedicate a special segment in its morning programme to the cycling tour.

Bulgarian Cycling Federation President Aleksandar Aleksiev said that the start of the Giro d'Italia in Bulgaria will be a celebration for the country's entire cycling community. He urged the public to turn out and support the race, stressing the global scale of the event and the opportunity for Bulgaria to showcase its ability to host major competitions.

Nikolay Videnov, secretary of the Association of Bicycle Producers in Bulgaria, reported that Bulgaria ranks third or fourth in Europe in terms of bicycle production volume. The country is behind Germany and Italy and close to Portugal.