Безопасността - атрибут на бранда на дестинация България
Safety - a brand attribute of destination Bulgaria

Summary/Abstract: The main objective of the study is to study and analyze, based on data from the World Economic Forum, the safety of the tourist destination Bulgaria and argue the importance of this attribute for the brand Bulgaria. A review of the specialized literature in the field of tourism on the topic was conducted, using content analysis. The empirical part is based on the metrics of the pillars and indicators forming the "Travel and Tourism Development Index" of the World Economic Forum for 2024, 2021 and 2019, using the tools of comparative and benchmark analysis. Certain factors and current events that correspond to the research objective are presented. The results obtained as a result of the analysis confirm the author's thesis that the safety of the tourist destination Bulgaria is a possible and necessary attribute of its brand.

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