Wellness tourism as a new trend in Bulgaria

The first forum aimed at the development of health tourism in Bulgaria was held in Sofia. The event was attended by members of parliament, heads of regions, representatives of the academic community and the travel industry. The participants of the discussions discussed ways and possibilities of forming a new image in the Bulgarian tourism industry.

"In seven of the nine tourist destinations, wellness tourism is a priority, which meets the preferences and needs of tourists, both local and foreign," said Professor Marianna Yaneva, head of the Center for Tourism Economics.

The formation of a new image of Bulgaria as a country of all-season wellness tourism was supported by tourism industry figures. Dimitrina Pomakova, the owner of the Demeter SPA chain, drew the attention of the audience to the need to create independent SPA centers in small towns, without reference to the rest of the district.

But Nikola Petkov, director of the Kazanlak Art municipal tourism enterprise, believes that "we need to work more actively in the field of prevention and wellness, and not only in the SPA segment". For example, in the food chain of expensive hotels, foods produced on local eco-farms are in great demand. According to Petkov, wellness tourism can become a successful part of the offer in the high segment and be effectively combined with a 5-star tourism product.

Representatives of the Kazanlak municipality familiarized the audience with the project of expanding and improving the infrastructure around the Kazanlak mineral baths in order to develop the segment of health tourism.

All participants of the round table agreed that such meetings should be continued in various formats in order to develop a common strategy through which the academic community and business can mutually help the executive and legislative authorities in the development of health tourism in the country.