The treasures of Northeastern Bulgaria – a highlight in the presentation of the Country

The Provadia Saltworks to feature a special story in Bulgaria’s National Tourism Promotion Programme

The development of tourism in Provadia, in the context of modern trends and challenges, was the main topic of a meeting initiated by Minister of Tourism Miroslav Borshosh with Dimo Dimov, the mayor of one of the oldest towns in Northeastern Bulgaria. The meeting was also attended by MEP Emil Radev, Member of Parliament Kristian Ganchev, Varna Regional Governor Adriana Andreeva, Chairman of the Municipal Council Eng. Dian Nikolov, Academician Vassil Nikolov — head of the archaeological excavations of the Provadia Saltworks, as well as municipal councilors and representatives of the tourism sector.

Discussions covered both the potential of Provadia’s natural and cultural landmarks and specific plans and projects related to the preservation, restoration, accessibility, and promotion of significant archaeological sites within the municipality. The minister expressed his gratitude for the dedication of all participants to the cause of Bulgarian heritage and tourism.

In the presence of Plamen Borisov, Executive Director of Provadsol AD, and the team led by Academician Vassil Nikolov, Minister Borshosh was introduced to the history and progress of the archaeological research of the oldest salt production and urban center in Europe, dating back to 5600–4350 BC. According to archaeologists, nearly 5,000 visitors toured the Provadia Saltworks during the months of April and May this year. In June 2025, Bulgaria presented this very site at an international forum held at the Wieliczka Salt Mine near Kraków, Poland, where the foundations were laid for a cultural route under the auspices of the Council of Europe. This initiative opens up opportunities for transcontinental cultural cooperation and for attracting international tourists and researchers along the European Salt Heritage Route. Academician Nikolov also shared that the site is Bulgaria’s nomination for the European Heritage Label this year.

At present, alongside the ongoing archaeological research, work is also being carried out on the development of a parking area, supported by the largest rock salt extraction enterprise. The Municipality of Provadia has recently decided to demolish an uninhabited building located near the site in order to open the view toward it and, as part of a conceptual plan, to improve the accessibility and visitor service area surrounding the site.

“The Municipality of Provadia undoubtedly possesses all the prerequisites to establish Bulgaria as an attractive and preferred destination on the global tourism map — with its natural and cultural landmarks, backed by an active and effective local government. I am pleased to see that here, the key formula for success is partnership among the state, the academic community, business, and cultural institutions. From what I have heard and seen today, I am confident that we have solid grounds to plan and jointly develop a dedicated program for unlocking the tourism potential of Provadia,” said Minister of Tourism during the meeting. He further noted that the city is a highly interesting and significant destination, but due to its proximity to Varna, the region around Provadia is mainly preferred for day trips. Therefore, efforts should focus on enriching and integrating the overall tourism offering.

“The development of a dedicated marketing strategy for Provadia and its inclusion in the Ministry’s National Tourism Promotion Program as a distinct narrative will help redirect a significant flow of tourists during the summer season from the coast toward the region, where they will create their own memories and stories in Provadia. The role of the state, together with the local authorities, is to promote this narrative on both the Bulgarian and international tourism markets, which will, in turn, enhance the visibility and recognition of the entire region,” added Minister Miroslav Borshosh.

The Minister of Tourism emphasized that archaeological sites such as the Provadia Saltworks and Ovech Fortress are of immense value in themselves, but that continued investment in socialization and infrastructure is essential. The Mayor of Provadia, Dimo Dimov, and the Chairperson of the Municipal Council presented to the Minister a conceptual proposal for the creation of a Museum of Salt in the very center of Provadia.

“This is not only a dream of the research team, but also a shared priority that we will work on together with you and all relevant stakeholders,” stated Minister Miroslav Borshosh.

During his visit to Provadia, the minister and the Regional Governor of Varna, Adriana Andreeva, also explored the rich history of Ovech Fortress. The two agreed to collaborate on the promotion of other treasures of Northeastern Bulgaria through the mechanisms of the National Tourism Promotion Program.