The Minister of Tourism Ilin Dimitrov, PhD discussed common actions for brand Bulgaria with the airport operators of Sofia, Varna and Burgas

30 September 2022

Minister of Tourism Ilin Dimitrov, PhD met with the airport operators of Sofia, Varna and Burgas to discuss common actions for the promotion of destination Bulgaria. He spoke with Jesús Caballero, CEO of Sofia airport operator SOF Connect, and Dimitar Bikov, Head of Marketing and Business Development at Sofia Airport. The meeting, which took place in a hybrid format, was joined online by Frank Kwante, CEO of Fraport Twin Star Airport Management AD, operator of Varna Airport and Burgas Airport.

Minister Dimitrov and the two CEOs agreed on joint coordinated actions to promote Bulgaria as a destination and brand. A tripartite partnership agreement will be signed between airport operators and the ministry to send a common signal and build a unified image of our country to the rest of the world and tourists arriving at our international airports.

“The only way to build the right positioning of Bulgaria on the world map is when the state actively works with the business and NGO sector,” Minister Dimitrov stressed. 

“We believe in this project and in order to establish brand Bulgaria, we need to send out a common message,” underscored Sofia Airport Director Jesús Caballero.

The idea of cultural artifacts and replicas of Bulgarian treasures welcoming arriving passengers was discussed. All representatives agreed that the focus should fall on cultural tourism in all its forms. The Minister commented that the development of cultural and spa tourism ensures year-round travel and interest in destinations. He also reported that he would be asking for more advertising funds in next year’s budget.  

“From my many trips to the country, I have seen a steady trend - in the cities where cultural and historical tourism, adventure, wine and spa tourism are actively promoted and worked, the recovery is serious and the levels of visits significantly exceed those of 2019,” said Minister Ilin Dimitrov.

Jesús Caballero and Frank Kwante assured that as airport operators they will be willing to take part in the promotion of destination Bulgaria and the establishment of unified messages, visuals and branding.


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