A large-scale communications campaign is being developed to promote the event

Bulgaria has a genuine opportunity to position itself as an attractive destination for cycling tourism by hosting the prestigious Giro d'Italia race. This was confirmed during a meeting between the Acting Minister of Tourism, Ms. Irena Georgieva, and the Ambassador of the Republic of Italy to the Republic of Bulgaria,  H.E. Marcello Apicella.

During the conversation, emphasis was placed on the opportunities for the development of cultural and sports tourism in our country. Leveraging international interest in the event constitutes a means of promoting Bulgaria as a tourist destination.

Minister Georgieva emphasized that hosting the Giro d'Italia in Bulgaria will enhance the country’s visibility to an audience of millions. The route of the first three stages of the race passes through various destinations, including Nessebar, Burgas, Veliko Tarnovo, Plovdiv, and Sofia—cities that feature both cultural heritage and natural landmarks.

"This constitutes an opportunity for Bulgaria to establish itself as a destination for cycling tourism and to attract a new category of tourists—namely, those seeking active experiences, nature, and culture," Minister Georgieva stated.

According to her, the level of interest among Italian tourists in Bulgaria remains stable, supported by favourable air connectivity. The Ministry is already undertaking a large-scale communication campaign to promote the event, including outdoor advertising, radio broadcasts, and partnerships with BNT, BNR, and BTA, which is preparing a special series on the route and the destinations included therein. Minister Irena Georgieva stated that the local authorities along the route are also actively engaged in the organization of accompanying events, thereby further increasing interest in the initiative.

For his part, Ambassador Apicella emphasized the global scale of the Giro d'Italia, which reaches hundreds of millions of viewers worldwide. According to him, this constitutes a strategic opportunity for Bulgaria to demonstrate its tourism potential on the international stage.

The Embassy of Italy will contribute by organizing exhibitions, cultural initiatives, and expert meetings focused on cycling and sustainable mobility. "This is not merely a sporting event, but a platform that connects peoples, cultures, and traditions,"  H.E. Marcello Apicella said.