Bulgaria to Rebrand Its Touristic Image

The Bulgarian tourism's rose logo will be probably substituted soon, as a project for the establishment of the country's touristic brand has been launched by the Ministry of Tourism.

The project, which is estimated to cost some BGN 2.9 M, will focus on analyzing Bulgaria's tourism market, as well as the neighboring rival markets. A research will be carried out on whether the current vision of Bulgaria's touristic logo the is recognizable enough and whether it should be changed.

"It is crucial for us to understand how our customers react to the brand's image, which is what they see – the logo, the slogan and the overall vision of the product. There is most probably going to be a new slogan. Bulgaria must be identified with something unique, which is completely different from all other destinations," Nikolay Yotovski, a representative of the Ministry of Tourism explained before the media.

"Bulgaria must be very careful in its choice of a new touristic vision, or it may end up like Spain, which promoted Ibiza as an alcohol tourism destination, creating a very bad image for itself," Yotovski commented.

Bulgaria's main rivals in the touristic market are Romania (cultural tourism), Austria and Italy (sri resorts) and Cyprus (sea resorts), according to the representative of the Ministry of Tourism.

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