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Bulgarian tourism has a potential to expand at 10 major markets
Anita Valentinova, source: profit.bg, 13.10.2010
MIET has recently revealed the results of the latest marketing researches of Bulgaria’s positions at 10 tourism markets and respectively the attitude of foreign tourists who visit the country. The first analysis was carried out by International experts under the project ‘Marketing researches and the assessment of the effectiveness of National Marketing’. It was carried out under Operational program ‘Regional Development’. It amounts to 1.5 million EUR. It is expected that the project should have been fulfilled by the end of September 2011.
The final conclusion of the marketing research was that Bulgaria has the potential to register a growth at 10 markets. Experts also recommended that Bulgaria needs to reveal the strong features of the tourist product, especially those that combine seaside holidays with mountainous tourism at competitive prices. Also, Bulgaria should popularize its holiday opportunities for SPA, balneology and cultural tourism.
The research showed that Turkey, Greece and Spain are Bulgaria’s competitors in terms of seaside holidays and provided that prices of tourism services in Bulgaria soar, tourists may choose one of Mediterranean countries. It has become clear that Bulgaria has strong marketing positions in Greece and Romania, followed by Serbia and Turkey. Two are the factors that are crucial for Bulgaria’s image abroad- travel destination and sea vacation venue. These decision-making factors were chosen by potential holidaymakers from Sweden, UK, Greece, Romania, Serbia and Czech Republic.
The survey also shows that there is a closely relation between the early holiday planning and the booking of a tourist package. This implies that services should be actively promoted all year round. According to the manager of the current project, Mrs. Baltova, Bulgaria’s main advantage over other countries is that prices remain fairly affordable. Yet, the lack of adequate tourist information is a huge obstacle.
Actually the main purpose of all surveys is to support the elaboration of an effective marketing strategy which promotes Bulgaria’s tourist product in the country and abroad. Also, Bulgaria should be promoted as an attractive destination not through expensive ad campaigns, but through comprehensive reviews, tourist guides and communication channels.
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