STRATEGIES FOR IMPROVING BULGARIA’S POSITIONING ON THE TOURISM MARKET IN ISRAEL
STRATEGIES FOR IMPROVING BULGARIA’S POSITIONING ON THE TOURISM MARKET IN ISRAEL

Summary/Abstract: Tourism is a key sector of the economy with a significant share of Bulgaria's GDP, thanks to its rich diversity of natural, cultural, and historical attractions, as well as anthropogenic resources. Despite the current period of complex political and military uncertainty, the Israeli tourism market remains one of the most promising for Bulgaria, contributed by the established volume of bilateral tourist flow and deep cultural-historical relaionships. Israeli tourists show significant interest in destinations that offer a combination of nature, culture, relaxation, and accessibility. In this regard, the potential of Bulgaria's tourism product is considerable. The article examines strategies for improving Bulgaria's positioning in the Israeli tourism market. The approach involves a situational analysis and assessment of current trends and preferences among Israeli tourists. The study encompasses the main factors influencing the choice of tourist destination, which are identified as Bulgaria's competitive advantages. These include balneological and spa tourism, cultural-historical tourism, ecological tourism, and other modern forms that offer opportunities for relaxation in nature. Alongside these strengths, the analysis highlights challenges such as the need for infrastructure improvement, personalization of tourism services for the Israeli market, and more effective use of digital marketing. Based on the identified trends, specific recommendations are proposed for the development of specialized tourism products, such as packages tailored to the requirements of Israeli tourists - including the preparation of kosher food, special family programs, thematic routes, and services for celebrating specific Israeli national and religious holidays. Furthermore, the strategy analysis focuses on enhancing Bulgaria's presence in Israeli media and tourism platforms, building partnerships with Israeli tour operators, and participating in international tourism exhibitions. The aim of the article is not only to promote the possibilities of positioning as a marketing tool for increasing tourist numbers but also to examine a specific segment - Israeli tourists in Bulgaria. Another objective is to develop more sustainable solutions and practices for long-term cooperation between the two countries in the field of tourism. As a result, this would lead to improvements in infrastructure, cultural exchange, and the strengthening of ties between the tourism industries of Bulgaria and Israel. Last but not least, the article sheds light on specific strategies for attracting Israeli tourists during periods of uncertainty.

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