[1]Minister of Tourism Miroslav Borshosh was the opening speaker at the ministerial panel of the World Tourism Forum 2025, which this year is being held in Prague, organized by the Czech government in partnership with UN Tourism. The forum brings together leading representatives of the international tourism community every year to discuss challenges and outline opportunities for the sector on a global scale.
The discussions focused on the future of tourism in the context of the EU Tourism Agenda 2030, the emergence of artificial intelligence, the role of new technologies, destination security, as well as the challenges facing small and medium-sized businesses and the need to create strong links and networks in the sector.
Minister Borshosh presented Bulgaria's good practices and vision for the development of the sector in line with global trends to the international community: "Tourism is a sector that has always been challenged to adapt. It is now entering a new phase shaped by global changes. I believe that digitalization is inevitable to ensure the best quality of every country's tourism product, but it should not shift the focus away from what is most important in this process, namely people," said Minister Borshosh, adding: "Coordination to support tourism in the regions is extremely important, which is why we are actively working in partnership with local authorities and the industry on the ground." He commented on the importance of a strategic approach to the development of Bulgarian tourism, based on the integration of sustainable practices, digitalization, and the promotion of wine, cultural, historical, spa, and wellness tourism, which represent significant potential for our country: "Our goal is to establish Bulgaria as a year-round destination through the development of specialized tourism."
The topics of developing destinations outside the main tourist season, as well as efforts to promote less visited areas, were among the central messages of the forum. Special attention was also paid to sustainable development with respect for local communities, the accessibility of tourist infrastructure, and the introduction of innovative solutions in this direction.
The event was opened by the Czech Minister of Regional Development Petr Kulhanek, while the presence of Natalia Tabaka, Chairwoman of the Ukrainian Tourism Development Agency, emphasized the solidarity of the tourism sector with the Ukrainian people and provided an opportunity to confirm the readiness for cooperation in the processes of recovery and European integration.
After the official part, Minister Borshosh held a series of bilateral meetings with key international partners from France, Israel, Ukraine, and the Czech Republic, including the candidates for the new Secretary-General of UN Tourism from Georgia, Mexico, Greece, and the UAE.
The talks focused on opportunities for deepening cooperation in the field of sustainable tourism, tourist exchanges, and joint initiatives to promote travel between the countries.
Specific ideas for joint campaigns with Israel's Minister of Tourism, Haim Katz, were discussed with a view to increasing tourist flows. In addition, opportunities for promoting Bulgaria as a destination for wine and spa tourism were discussed in talks with French Minister of Tourism Nathalie Delattre.
Special attention was paid to cooperation with the Czech Republic, the host of the event. In his conversation with Petr Kulhánek, Minister of Regional Development of the Czech Republic, Minister Borshosh emphasized the potential for strengthening bilateral cooperation in the field of tourism. The two ministers exchanged information on the opportunities offered by spa and winter resorts in Bulgaria and the Czech Republic and discussed ideas for future joint initiatives to promote both countries as attractive year-round tourist destinations. During the bilateral meeting with the UAE, initiatives in the field of technological solutions and the exchange of good practices were discussed.
The World Tourism Forum 2025 is being held immediately before the strategic vote for the election of a new Secretary-General of UN Tourism, which will take place on May 30 in Segovia, Spain. We would like to remind you that Bulgaria is an active member of the Executive Council of the World Tourism Organization (UN Tourism) for the period 2023-2027, which gives it the right to vote in the upcoming vote at the end of the month.
Bulgaria's participation in the World Tourism Forum 2025 confirmed the country's commitment to developing responsible, innovative, and sustainable tourism, as well as to strengthening international dialogue and partnerships that will contribute to Bulgaria's stronger positioning on the world tourism map.
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