Scientific paper ID 2631 : 2024/2

The relevance and significance of the topic in the present study corresponds to the idea of expanding and focusing on communication messages positioning Bulgaria as an year-round destination, by applying a systematic approach to promote the priority types of tourism, ensuring year-round connectivity in the destination, through incoming tourism flows. The object of research is destination Bulgaria and subject is the identification and communication of the competitive advantages of tourism in the country, ensuring year-round and more solvent tourists, with the possibility of creating a recognizable brand. The goal of the research is the opportunity to bring out, impose and communicate Bulgaria, recognizable by Health&MICE&Entertainment Tourism, with cultural tours and communication connectivity. The thesis states that it is necessary to communicate brand Bulgaria as a destination with priority types of tourism – Health&MICE&Entertainment, adding cultural tours and emphasizing on hospitality. For this purpose, it is necessary to bring out and properly communicate these competitive advantages and using the instruments of PR, to promote and impose them, through a program of events that will support the Executive Power. The proposed idea corresponds with the National Strategy for Sustainable Development of Tourism in Republic of Bulgaria 2014-2030 and with specific measures of the Executive Power.

Set tasks are related to:

1. Developing and enriching the content of brand Bulgaria in the context of communication connectivity.

2. Conceptual statements on business identification in the context of brand Bulgaria.

3. Proposal for components of a model – program for brand Bulgaria, as a destination connected in four seasons.