The prospects for the development of bilateral cooperation in tourism, the recovery of the German market and new trends in the sector were discussed during a meeting between caretaker Tourism Minister Irena Georgieva and Germany’s Ambassador to Bulgaria Irene Plank, the Ministry’s press centre reported on Saturday.
Georgieva underlined the importance of Germany as a leading source market for Bulgarian tourism. “The German market is strategic for us. In the current complex geopolitical environment, our efforts are focused on presenting Bulgaria as a safe, accessible and welcoming destination with a diverse tourism product,” she said.
According to her, although pre-pandemic levels have not yet been fully reached, there is steady growth and positive trends in bookings from Germany.
Plank congratulated Bulgaria on the country’s successful participation in the international exhibition ITB Berlin and highlighted the excellent international response to the Bulgarian presentation.
During the meeting, emphasis was placed on the profile of the modern tourist. It was noted that alongside the traditional model of mass tourism, personalised experiences focused on culture, nature and authenticity are becoming increasingly important, the statement said.
Georgieva stressed that the development of specialised types of tourism is among the main priorities of the Ministry.
“Our goal is for Bulgaria to establish itself as a year-round tourist destination. We are actively working on the development of cultural, wine, gastronomic, SPA and wellness tourism, as well as so-called ‘slow tourism’, which meets the demands of the modern traveller,” she said.
The challenges facing the sector were also discussed, including labour shortages and the need to ease procedures for hiring staff from third countries. The Bulgarian side stressed that work is being carried out in close coordination with the relevant institutions to improve the processes.
During the talks, the successful introduction of the euro was also noted, with the Transport Minister stating that at present there are no difficulties observed in the tourism sector. The two sides also discussed opportunities for the exchange of good practices, including within the framework of Bulgaria’s presidency of the Danube Strategy in 2026, as well as joint initiatives to promote innovation and digitalisation in tourism.
In conclusion, both sides expressed readiness to deepen cooperation between Bulgaria and Germany with a view to the sustainable development of the tourism sector and attracting more German tourists, including outside their traditionally preferred summer season, the press release said.