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More advertising of Bulgaria in Germany

Published on 20 09 2023

As one of the largest Bulgarian tourism service providers, we express our strong support for the efforts of the Bulgarian Ministry of Tourism to promote Destination Bulgaria in Germany. This is one of the leading markets for the entire Bulgarian Black Sea coast, possessing almost unlimited potential, the development of which depends mostly on the joint efforts of the state, hoteliers and tour operators. Therefore, we welcome the Ministry of Tourism's initiated Programme for financing marketing activities of tourist services in the Black Sea municipalities in Bulgaria, providing up to BGN 5 million in direct advertising for the region. This is what Margita Todorova, Marketing and Sales Director at Albena JSCo and member of the Board of Directors of the company, says in her position. 

"Unfortunately, quite often good intentions do not necessarily lead to good results. Therefore, it is important to put the policy in place as quickly as possible, taking into account both the business timetable of partner tour operators in Germany and the consumer habits of guests from the country who book their summer holidays in winter and spring. The active advertising campaigns should at best start around the Christmas and New Year holidays, when many spontaneous purchases are made, or at the latest by the end of January 2024. Margita Todorova sees the decision to spend the funds jointly with local tour operators as a strong positive, as they know the market situation best, have advertising capacity, are able to provide co-financing, and last but not least - have a direct financial interest in achieving high results. "The programme also admits local authorities and operators of civil public-use airports in Bulgaria as beneficiaries, which further widens the spectrum of stakeholders with project opportunities. We are moving in the right direction, but to go far we need to move forward together," she concludes. 

Germany remains one of the top markets for Albena Resort. As of mid-September 2023, and compared to the same period last year, it has seen an increase of almost 85%, while the indicators of the pre-epidemic year 2019 have not yet been reached. Since the beginning of 2021, the complex has been developing and implementing a stand-alone campaign through Frankfurt-based advertising and PR agency Global Communications Expert. Dozens of publications have been made in local print and electronic media, information and press tours have been organised, as well as exclusive meetings with agents and tourist offices in various German cities. Through partner tour operators, including DER Tourisitk, Alltours, FTI, Schauinsland Reisen, TUI and others, joint promotional activities and commercial initiatives have been implemented, including to promote the entire North Black Sea region. 

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