ВЪЗМОЖНОСТИ И ПРЕДИЗВИКАТЕЛСТВА ПРЕД ПРОМОТИРАНЕТО НА ДЕСТИНАЦИЯ БЪЛГАРИЯ ВЪВ ВЕКА НА ДИГИТАЛНАТА ТРАНСФОРМАЦИЯ
OPPORTUNITIES AND CHALLENGES IN THE PROMOTION OF DESTINATION BULGARIA IN THE ERA OF DIGITAL TRANSFORMATION

Author(s): Lyubka Ilieva
Subject(s): Economy, National Economy, Business Economy / Management, Marketing / Advertising, Tourism
Published by: Икономически университет - Варна
Keywords: Bulgaria; digital transformation; tourism; promotion; opportunities; challenges
Summary/Abstract: Promoting Bulgaria as a tourist destination in the context of Industry 5.0 presents both opportunities and challenges, especially in terms of integrating digital technologies while preserving authentic cultural experiences. The digital transformation in tourism is crucial for the development of the digital economy, with virtual reality playing a key role in promotion, guided tours, education, leisure and social tourism. The tourism sector has successfully integrated technologies such as the Internet of Things (IoT), Big Data, cloud computing and mobile platforms, improving marketing strategies, operational efficiency and the overall tourist experience. These technologies enable personalized travel, real-time service delivery and improved interaction between tourists and suppliers.The article aims to present the main opportunities and challenges facing the promotion of Bulgaria as a destination in the era of digital transformation. To achieve the goal, an analysis of the elements of the digital strategy for promoting the tourist destination was carried out, the opportunities and challenges for the effective promotion of the tourist destination Bulgaria were identified, and good practices were presented that could be adapted to Bulgaria's advertising policy.

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