Growth by 4.1% in the revenues from international visitors, on the current account of the balance of payments, has been accounted for the period of January –August 2014 compared to the same period last year. According to data provided by the BNB, the revenues amounted to EUR 2.325 billion, the Deputy Minister of Economy and Energy Branimir Botev officially stated during a press conference for reporting of the project implementation for conduction of integrated communication campaigns for Bulgaria’s foreign target markets. He added that the growth in the number of foreign tourists that had visited Bulgaria during the first nine months of the year was of 5.6%. А total of 6 245 794 international visitors have been to Bulgaria, excluding the transiting across the territory of the country, with a significant increase by 151% in stay visits indicated according to the information provided by the Ministry of Economy and Energy (MEE) based on the NSI data.
The total amount of the Project "Integrated communication campaigns for Bulgaria target markets" is of BGN 7,28 million and is funded by the Operational Program "Regional Development" through the European Regional Development Fund of the European Union. The project is scheduled to be implemented for 36 months - until April 2015, and will cover activities to establish the image of Bulgaria as a year-round tourist destination with great opportunities for tourism.
The campaign aims to achieve efficient communication with messages reaching the target audiences of each of the 6 markets - Russia, Ukraine, Romania, Germany, Sweden and Poland, stressed Anelia Genova, Director of Marketing, Advertising and Tourism Information to the MEE and Project Manager. In her opinion, the key messages of the campaign are related to increasing the awareness of Bulgaria as a year-round tourist destination and a country with vast opportunities for summer and winter holidays, ancient culture being rich in historical and architectural monuments, mineral sources, beautiful and preserved nature.
The promotion of our country on the German market includes the implementation of television and print advertising, e-marketing, joint actions with tour operators, journalist visits and press conferences at the total amount of BGN 1.8 million. The same aggregate is provided for our campaign on the Russian market, including outdoor advertising, work-shops, presentations and meetings as well.
The funds agreed for the overall implementation of the Romanian project encompass the implementation of television and print advertising, e-marketing, journalist visits, presentations and PR activities. The same activities that will be implemented on the Ukrainian market will cost nearly BGN 454 thousand.
PR and advertising activities targeting not only at sea tourism, but cultural and spa tourism, and golf as well are planned for relatively new foreign markets such as Poland and Sweden where our national tourism product is subject to be promoted.
During the press conference, Deputy Minister Botev added that an integrated campaign is to be launched under the Project for Communication campaign to promote domestic tourism in Bulgaria of the OP "Regional Development". The cost estimate of the Project is BGN 3,15 million and will be completed in September 2015.
The terms of engagement of the Managing Authority will be further extended with regard to the forthcoming major Bulgarian campaign to promote its opportunities for year-round tourism in the four leading pan-European TV channels, as set out in the previous programming period.