Bulgaria’s Ministry of Tourism has initiated a comprehensive international advertising campaign to promote the country as a premier destination for congress, culinary, and wine tourism. The campaign, launched on March 20, 2025, features television advertisements on National Geographic and 24 Kitchen channels, both part of The Walt Disney Company and Warner Bros. It targets nine European countries and will run until the end of April.
The campaign includes the broadcast of 2,430 advertising spots across nine strategic markets: the United Kingdom, France, Poland, Germany, Spain, the Netherlands, Serbia, Slovenia, and Croatia. Over 50% of these spots will air during prime-time television slots, ensuring maximum exposure. In addition to television, a parallel digital campaign is underway, featuring pre-roll advertisements with new clips on YouTube.
Tourism Minister Miroslav Borshosh emphasized the campaign’s role in showcasing Bulgaria’s rich cultural and culinary offerings. “Wine, gastronomy, and congress tourism are key elements in developing our tourism sector and creating experiences that remain in the hearts of visitors. Through our partnership with National Geographic and 24 Kitchen, we reach millions of travelers looking for authentic and inspiring destinations,” he stated.
As part of this initiative, a production team from the media group spent several days in Bulgaria filming two 30-second promotional videos. These videos focus on “Wine and Gastronomy” and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, highlighting Bulgaria’s strengths in these sectors.
This campaign builds upon the longstanding partnership between the Ministry of Tourism and National Geographic and is part of Bulgaria’s Annual Programme for National Tourism Advertising. The initiative aims to position Bulgaria as an attractive and safe tourist destination with diverse offerings throughout the year. National Geographic, reaching 760 million households worldwide, is recognized for its focus on travel, culture, and nature, making it an ideal platform for this campaign.
In addition to this campaign, the Ministry of Tourism has announced plans for future advertising efforts, including partnerships with major global media outlets such as BBC and CNN, as well as large-scale digital campaigns on platforms like Google, Meta, and Booking.com. These initiatives aim to further enhance Bulgaria’s visibility as a top destination for cultural, spa, and wellness tourism.
