Bulgaria perceived as peaceful tourist destination of reasonable prices
Bulgarian resorts offer competitive rates being attractive winter and summer destinations. Due to ineffective marketing and advertisement, however, Bulgaria is difficult to recognize on the world’s tourism markets. These are the conclusions of a survey carried out by the Ministry of Economy, Energy and Tourism. Its findings will be used for creating a Bulgaria tourism brand so that the country can establish itself as a competitive destination on foreign markets.
Foreigners choose to rest in Bulgaria because of its cheap package holidays. The country also offers beautiful scenery, quality cuisine, as well as some peace and quiet, the survey shows. The majority of foreign tourists tend to combine their winter or sea holidays with culture or spa tourism. In comparison, Bulgarians like resting in the countryside, especially in the company of friends and relatives. As a whole, Bulgarians prefer to spend their holidays in Bulgaria. Some 2/3 of the people taking holidays in the country are Bulgarians and a mere ¼ is foreigners. Unlike Bulgarians, who decide to go on holiday in the last minute, foreign tourists are somewhat more far-sighted, planning their holidays at least 2 months ahead. Around 60-65% go for prepaid packages, organizing their holidays via the Internet or a travel agent’s. Both Bulgarians and foreigners take holidays in Bulgaria because of the resorts’ reasonable prices. The survey shows that Bulgarians would spend per day 19-25 euros on the average, while foreigners would spend 70-90 euros. All-inclusive holidays in the seaside resorts could be even cheaper. No wonder then that it is the somewhat less wealthy guests who choose Bulgaria for their summer holiday. Yet, the country has got much to offer to the better off and more curious visitors.
Bulgaria as a tourist destination is not properly advertised abroad. Foreigners know too little if anything about the country’s cultural heritage, beautiful landscape, as well as spa and wellness opportunities, the analysis points out. Therefore, the country needs a recognizable tourism brand that can establish the country as an all-year-round destination offering various treatments and facilities.
Mr. Ivo Zhelev, executive manager of the marketing research, summarizes the data as follows:
“We’ve found out that tourists are highly satisfied with their holidays in Bulgaria, showing an emotional attachment and loyalty towards our resorts. Some ¾ of the foreign tourists come from the EU. Our guests appreciate Bulgaria’s peace and quiet, beautiful nature and good cuisine, which are the three mainstays of Bulgarian tourism, Our guests are also happy with the resorts’ entertainment facilities, nightlife and low prices. A big disadvantage of Bulgarian tourism, however, is the lack of a distinctive image to make the country recognizable abroad. Therefore, Bulgaria is still perceived as a cheap destination rather than as a competitive one”, Mr. Zhelev reckons.
The country’s bad infrastructure, crossed waiters and no facilities for disabled people make a bad impression on tourists, the research shows. Furthermore, the overbuilding of the Bulgarian coastline is definitely bad for our tourism image. The municipality of Nesssebar alone, where the seaside resort of Sunny Beach is, offers ¼ of the country’s beds. At the same time, many regions with magnificent landscape and high tourism potential are deserted. Bulgaria could attract up to 25% more foreign tourists. It needs, however, appropriate marketing and advertisement that focus on Bulgaria’s key advantages, namely a lot of Sun and beaches, snow and ski, as well as a good balance between price and quality, the analysis concludes.
Text and photo: bnr.bg
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