Bulgaria’s Ministry of Economy, Energy and Tourism has unveiled a new tourism strategy in a bid to change the ‘low and outdated’ view Britons have on the country.
Ivo Marinov, deputy minister of the department and Anelia Genova,director of marketing for tourism were in the UK last week to launch the campaign,which will focus on a series of different markets for the destination. Although known for its beaches and skiholidays, the minster hopes to boost visitor arrivals in its city breaks, history, culture, spa, eco-tourism and gastronomy in the next 10 years.
“Our insights from a public perception audit were clear – awareness of Bulgaria in the UK is both low and outdated, and not enough is being done to shape positive perception about the country as a holiday destination,” said Marinov. “Bulgariais a country full of rich possibilities for both summer and winter holidays,which we will show through our innovative advertising campaign”.
Bulgaria’s travel website has also been revamped with more destinations, videos and images, as well as allowing search by interests and user interactivity.