Winter resorts representatives want Bulgaria to re-align its advertising strategy

As a tourist destination, Bulgaria needs to re-align its advertising strategy and campaign on social networks, as well as on the TV channels of the Balkan countries. The key for the development of the upcoming winter season is the active and purposeful presence of the country in various online channels. This was requested from the Deputy Prime Minister and Minister of Tourism Mariana Nikolova by representatives of Bulgarian winter resorts.

A working meeting took place in one of the country’s ski resorts, Borovets, on August 18. It was attended by the management of tourist complexes of major winter resorts in Bansko, Pamporovo and Borovets and from Sofia, as well as representatives of the local government and businesses from the municipality of Samokov.

The business also insists that the focus be placed on the fact that all safety and anti-epidemic measures are observed. Ski sports are one of the safest and healthiest activities, the only gathering of people is possible only on lifts, but even there measures are taken to observe the physical distance, the participants in the discussion assured.

Such a meeting with the representatives of all major winter resorts is organized for the first time in years and the business thanks Minister Nikolova for her willingness to work closely with them in search of solutions for the season.

The minister noted all the measures initiated by the government to help the sector which is most affected by the spread of COVID-9 and still cannot regain its activities from the time before the crisis.

It is a very good initiative to bring together representative of the industry before the start of the winter tourist season in order to discuss the current situation, commented the mayor of Samokov Vladimir Georgiev. He added that according to him, an advertising campaign should be developed, aimed at Bulgarian tourists. From the words of the mayor it became clear that it is necessary to consider stimulating conference and congress tourism.

Business representatives pointed out that it is important to work in partnership to prepare for the upcoming winter season. They stressed that it is important for the industry to maintain the 80:20 measure until the end of the season and supported the fact that the Deputy Prime Minister has proposed it to operate until May 2021. To support their work would be the opportunity to synchronize children's holidays in all Balkan countries.

The sector highlighted the need to improve road infrastructure and connections with airports, as well as the idea of ​​considering a way to stimulate bus travel on the principle of subsidies for charter flights.

The Minister announced the data from the Unified Tourist Information System for Borovets shows that from the beginning of the year to August 15, more than 86,000 tourists stayed in the resort. For the period January 1 - August 15, most were Bulgarian visitors - over 36,000, British tourists were over 22,000, more than 7,000 from North Macedonia, over 3,000 Romanians, and more than 2,800 from Israel.

It is important to start preparing for the 2021 season now, because the forecasts are that in the next two years the industry will continue to recover smoothly, but has not yet reached pre-crisis levels, said Minister Nikolova. She commented that she hopes for a constructive dialogue and a fruitful partnership in order to outline specific steps and initiatives to contribute to better results in tourism.

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