Потенциал за развитие на България като целогодишна туристическа дестинация чрез Уелнес и Спа туризъм
Potential for Bulgaria's Development as a Year-Round Tourist Destination through Wellness and Spa Tourism

Author(s): Lyubka Ilieva, Antoaneta Hristova
Subject(s): Economy, National Economy, Business Economy / Management, Marketing / Advertising, Tourism, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: tourism; wellness; spa; tourist destination; brand
Summary/Abstract: Bulgaria has long been recognized as a popular summer coastal and winter ski destination. How-ever, the country has a wealth of natural and cultural resources that can be used to develop a more diverse and sustainable tourism industry. This paper examines the potential of Bulgaria to establish itself as a four-season destination, with a particular emphasis on the opportunities offered by well-ness and spa tourism. Based on a presentation of the features and specifics of the wellness and spa economy, trends in the growth of the wellness and spa tourism market on a national scale, the paper outlines the key aspects around which a brand of Bulgaria based on wellness and spa tourism should be developed.

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