The Ministry of Economy, Energy and Tourism will present Bulgaria’s EDEN destinations from 7 to 11 March 2012 at ITB Berlin – the world’s largest travel trade show and a leading В2В platform for all tourism industry offers, accompanied by worldwide media recognition. Bulgaria’s EDEN destinations are 12, selected within the framework of 3 national competitions for a tourism destination of excellence in the segments: cultural tourism, protected territories and aquatic tourism. Bulgaria’s EDEN destinations are: Belogradchik, Lukovit, Vratsa, Silistra, Kavarna, Strandzha Nature Park, Kardzhali, Kazanlak, Belitsa, Sandanski, Sapareva Banya and Kyustendil.
ITB-Berlin attracts over 170,000 visitors annually, among these 108,000 trade visitors and more than 10,000 exhibitors from 180 countries. The presentation of the EDEN destinations at the expo is a further opportunity to create awareness about them among tourism professionals (tour operators, tour administrations, etc.) not only from Europe but from third markets as well (North America, the Far East).
This is one of the first focused promotions of the destinations. The decision to initiate the campaign in Germany was made because it is a traditional market for our country which offers varied target groups interested in alternative tourism, new destinations and products. In addition to the direct consequences on the number of visitors and the image of Bulgaria, the focused advertising will contribute to the promotion of Bulgaria’s EDEN destination. At European level this is a prerequisite for a better visibility of the destinations and the European Commission’s EDEN initiative.
The project won by MEET regarding a communications campaign to promote the Bulgarian EDEN destination is worth approximately EUR 64,285, 75% of which a grant by the European Commission and the remaining amount coming from the national budget. The project will help overcome the territorial and seasonal concentration of the tourist routes. It will encourage new and little known forms of tourism. The campaign features the creation of an information and communications platform (a free-resource website) for exchange of good practices between the founders of Bulgaria’s EDEN destinations. Furthermore, they will be integrated with free access into the national tourism portal www.bulgariatravel.org
. Advertising and information materials will be prepared. The routes will also be presented at other specialized exchanges and events.
EDEN is the acronym for European Destinations of Excellence – a project to promote models for the sustainable development of tourism across the European Union. The project is based on national competitions which are held each year and which select tourist destinations of excellence for each participating country. Through this selection of destinations the EDEN project succeeds in its objective to draw attention to the values, diversity and common characteristics of the European tourist destinations. The project raises awareness on recently development European destinations, creates a platform for exchange of good practices throughout the territory of Europe and encourages networking between the selected destinations.