The Ministry of Tourism participates in a key initiative for the development of culture and communications within the sector

Minister of Tourism Irena Georgieva participated in the conference "Culture. Tourism. Communications,” which was held at the University of Library Science and Information Technologies in Sofia. The event marked the commencement of the National Tourism Board’s anniversary initiative, held in celebration of the 20th anniversary of the organization’s establishment.

The forum convened representatives of the Ministry of Culture, the academic community, the business sector, and the media, who deliberated on the role of culture, communications, and innovation in the development of a sustainable tourism sector.

Minister Irena Georgieva said that, in the context of global crises, the sector requires the implementation of an active and adaptive policy. "Tourism is not a seasonal business; it is a strategic sector." Society has already demonstrated confidence in Bulgarian destinations, and our obligation is to preserve and further develop such confidence." She emphasizes the importance of the internal market. "Bulgarians seek experiences—culture, nature, and diversity—and are increasingly finding them within Bulgaria." Our mandate is to convert this into a sustainable policy. The Minister also outlined specific measures to support the sector, including the enhancement of domestic tourism through targeted advertising campaigns, the diversification of foreign markets, the digitalization of operations and adaptation to new technologies, and the development of tourism products with high added value.

The Executive Director of the National Tourism Board, Dr. Polina Karastoyanova, emphasized the importance of trust as a key asset for the development of the sector. “Trust in our cause—for Bulgaria to be a beautiful, attractive, and competitive tourist destination—imposes an obligation upon us and serves as our primary motivation.” Culture, nature, food, and wine constitute the quintessence of our identity.” She expressed her gratitude to the Ministry of Tourism for the institutional partnership and underscored the importance of coordinated efforts in advancing the development of the sector. Martin Zahariev, Deputy Chairman of the National Tourism Board, stated as follows: "For the National Tourism Board, culture and tourism are strategically interconnected, and the partnership with the Ministry of Tourism is essential to the implementation of policies aimed at converting investments in culture into sustainable development and enhancing the competitiveness of Bulgaria as a tourist destination."

The Rector of the University of Library Science and Information Technologies, Prof. Dr. Irena Peteva noted the significance of education and culture to the development of tourism: "Bulgarian education constitutes a critical component of the tourism sector." In an era of global transformations, tourism constitutes not merely an economic sector, but also a powerful instrument for communicating values and preserving cultural heritage.

During the event, a Memorandum of Cooperation was executed between the National Tourism Board and the Bulgarian National Radio, for the purpose of promoting Bulgaria as a tourist destination and fostering a culture of travel.

The NTB conference, held on the occasion of the 20th anniversary of the organization’s establishment, marked the commencement of a series of events that will continue to advance the subject of sustainable tourism and promote cooperation among all relevant stakeholders.