The Minister of Tourism, Dr. Ilin Dimitrov, and the directors general of BNT, BNR and BTA, Milena Milotinova, Milen Mitev and Kiril Valchev, discussed opportunities for a broader presentation of the tourism potential of the 28 districts in the country. "In every area, there are places and experiences that deserve to be showcased. The idea is to work with local authorities, tourism organizations and the media to find the best way to tell about them," Minister Dimitrov said.

The broadcasts and reportages will be tied to city celebrations, local festivals, and other significant events, through which the tourism potential of the entire region will be showcased. The need for a common calendar, a clear schedule, and a recognizable visual identity for the content was also discussed.

The directors of public media emphasized that the initiative could have a greater effect if common goals were set and topics that distinguish individual areas were selected in advance. One possibility is for some of the most interesting stories to reach an international audience through the media’s partner networks.

The goal is for each region to be represented by its most recognizable events, places, and traditions, so that more people can discover opportunities to travel in Bulgaria throughout the year.