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Bulgaria promotes alternative tourism for British tourists

Anita Valentinova, source:expert.bg, 23.10.2011

Aggressive communication campaign to attract British tourists in Bulgaria is started by MIET. The main focus is alternative tourism. The campaign will be finished by February 2012. UK is one of Bulgaria’s main tourism markets. 289 156 Britons visited Bulgaria last year. Communication campaign should increase the awareness of Britons and make them interested in different forms of tourism. The accent lies beyond traditional summer and ski vacations, but also goes to the developing SPA, wellness tourism, eco tourism and cultural tours that Bulgaria offers.

Having in mind that the recent trend shows that British tourists travel less, especially to expensive destinations, Bulgaria can take advantage of the quality of services, offered at affordable price. The promotional campaign is realized under the project ‘’Integrated ad campaigns for Bulgarian tourism product in Germany, UK and Russian” and it financed by funds of the operative program ‘Regional development’. All initiatives are also related to publications and promotional campaigns in leading specialized magazine in UK, four videos that are broadcasted on Sky News TV, advertisement and banners are also installed in London, South UK and Scotland. Various workshops and presentations will be held in London, Birmingham and Glasgow. At the same time three journalistic meetings will be organized in Bulgaria, especially for British journalists and they will cover the topics “Culture, wine and cuisine’, ‘SPA and golf’’ and ‘Ski and culture’’.