BULGARIA Tapping Bulgaria’s tourism potential
UPGRADING EXISTING TOURISM INFRASTRUCTURE AND ACTIVELY PROMOTING THE COUNTRY'S CHARMS ARE VITAL IF BULGARIA IS TO LURE VISITORS TO ITS HISTORIC CITIES AND IMPRESSIVE MOUNTAINSCAPES

SHEER DIVERSITY Visitors to Bulgaria can enjoy all manner of touristic pursuits, from bathing in healing waters to bathing in local culture.

Bulgaria, ancient land of Orpheus and Spartacus, lies nestled amongst Romania, Greece, Turkey and former Yugoslavia, and is bordered by the Black Sea to the east. Mountainous and forested, the country is rich in history and offers dramatic scenery, haven-like monasteries, as well as Roman and Byzantine ruins. Orthodox religious chants convey the mysticism of regional fables and legends, while in rural villages, the visitor still has the opportunity to experience traditional folk music and dances whilst partaking of home-milked cheese and watching passing donkey carts.

In the early 19th century, after 500 years of Ottoman rule, Bulgarian culture and folklore blossomed as writers and artists strove to reawaken national consciousness. A premature revolt was brutally suppressed by the Turks at Koprivshtitsa in April 1876 (outraged Europeans came to Bulgaria’s aid) which was liberated two years later. Today, the Koprivshtitsa Folk Festival, held every four years, commemorates the Revival and draws thousands of participants.

ARMIN ZERUNYAN General Manager of the Hilton Sofia

It is clear that Bulgaria is full of color and untapped tourism potential. Its troubled transition to democracy weakened its marketing strategies abroad (before 1990 there were 30 Bulgarian promotion offices outside of the country; today there are none), but tourism still continues to account for some 15% of GDP and the number of tourists was expected to top two million in 2001–a 20% rise from the year before. The country is finally beginning to rebound and the upgrading of the tourism infrastructure is a top priority of the new government. General Manager of the Hilton Sofia Armin Zerunyan says that promotion is a must for Bulgaria’s tourism industry. “There are many things that can be offered–cultural tourism, third-age tours, niche markets, eco-tourism. Bulgaria is a major wine-producing country as well, which is little known. This country has many similarities to Switzerland–with the added benefits of the sea.”

Sofia, the country’s capital, reflects these new changes. Thanks to the EU’s ‘Beautify Bulgaria’ campaign, historic buildings are being restored and older neighborhoods re-energized. Medieval and neo-Byzantine cathedrals mix with modern hotels and shopping avenues. Mt. Vitosha, just five miles south of the city, offers winter skiing and there are unparalleled hiking opportunities nearby in the majestic Rila Mountains.

The Congress Center-Sofia, with its capacity for 4,000 people, is southeast Europe’s largest multipurpose complex. Opened in 1981, it has since become a renowned venue for various national and international conferences and events. Connected to the Congress Center by a pedestrian bridge is the new Hilton Sofia, opened in January 2001. It is the city’s premier business hotel and is located in the heart of the city, just 15 minutes from the international airport. The hotel is surrounded by a park and overlooks the Vitosha Mountain and has been designed with the business traveler in mind. All rooms are equipped with PC ports and Internet connections and there is a special executive floor where business assistance is available. Mr. Zerunyan sees the Hilton Sofia as a “new generation hotel. It brings all the advantages of a modern business hotel, especially in terms of telecommunications and communications in general. I would say that almost 85% of our clients are of the corporate nature, including conference business.”

With regards to setting up business in Bulgaria, Mr. Zerunyan added, “we believe in the long-term development of this country because you can see that there is light at the end of the tunnel. Sooner or later we will become a member of the EU; NATO is almost a done deal. Above all, I am truly impressed by the quality of the human element in this country. The human potential here is much better than in a lot of neighboring countries, and even better than in some European countries that didn’t belong to the eastern bloc.”