The personnel problem in tourism is the most urgent to solve
Ilin Dimitrov was born in 1983. He finished his secondary education at Geo Milev High School with German language in Dobrich. He holds 3 Bachelor's degrees from different universities and colleges (in hotel and restaurant management, business management, marketing and management), a Master's degree ("Business Management") and a PhD in the field of "Tourism". He has worked in the tourism sector since 2000 and has held various positions. In the period 2020-2021 he is the Chairman of Varna Chamber of Tourism. For 11 years he has been a lecturer at the College of Tourism-Varna and Director of the Centre for Careers, Marketing and Entrepreneurship at the University of Economics-Varna. From 2008 to 2021 he has been engaged in parallel entrepreneurial activity. In the 47th National Assembly he is the Chairman of the Standing Committee on Tourism. Appointed interim Minister of Tourism from 2 August 2022.
Minister Dimitrov, back in February, promising data on early bookings for sea holidays in Bulgaria for summer 2023 emerged from leading English and German tour operators. What is the data available to the Ministry of Tourism?
That's right. The first encouraging results appeared in March, during the world's largest travel show ITB Berlin - there were indications of an increase in bookings by an average of 20% more than last year. To date, our data indicates that the upcoming summer season will surpass by at least 5% the year considered to be the peak year in tourism, the pre-pandemic 2019. We have accomplished the big task we set ourselves - to revive tourism, and we are no longer talking about recovery, but growth and record numbers. Three examples: the summer of 2023 will be more successful than that of the landmark 2019; the completed winter season, despite the warm winter and lack of snow across Europe, decisively outperformed the last winter season with a 23% growth before COVID-19 put the economy and travel on pause - 2019/2020. On the other hand, this summer will see the Blue Flag flying over a record number of Bulgarian beaches - 21 and one marina, an eco label that undeniably raises the prestige of the entire destination. Of course, our ambitions always remain bigger, but obviously changing attitudes and consciousness, taking concrete steps, requires more time. That is why we can boast that for the first time in Bulgaria the other eco-label for sustainable tourism - in the field of accommodation - "Green Key" - has been launched. More recently, 10 hotels have received the prestigious award, making them 11. I will be delighted if we succeed in another of our endeavours as a country and a business - to see the first Michelin-starred restaurants in the short term.
What are these positive trends due to? Appropriate advertising, more tourist exhibitions where domestic hoteliers are present, or an improvement in the quality-price ratio?
They are primarily due to work, but as you can guess, the answer is not unambiguous. The positive figures are the result of our country's natural and cultural assets, together with the efforts of everyone directly or indirectly involved in the tourism sector, the entire team of the Ministry of Tourism and each one of us, because we are all ambassadors of destination Bulgaria.
Strong advertising campaigns not only maintain Bulgaria's visibility in the most important markets, but also make our country an accessible and preferred tourist destination. They take place in due time, before the active seasons - summer and winter, but also all year round, supporting and promoting sustainable forms of tourism. For the Summer 2023 season, the large-scale campaign was launched last year, through TV and digital channels, a number of participations at exhibitions, where more and more representatives of the Bulgarian tourism product presented their services on the international market. The presentations organized by the Ministry of Tourism in the form of roadshows in Poland, Germany and Israel had a great response. Supporting advertising continues at the moment through social media.
We focused on the development of domestic tourism, we started to tell stories because this is the way to attract more tourists - through emotion and experience and through a quality product so that they discover their history and want to come back.
Do you have data on how many Bulgarians have made an early booking for a holiday on the Black Sea coast? What is the trend in recent years - which countries do Bulgarians choose for their summer holidays and what is the reason for this?
Bulgarians are demanding tourists who love to travel and this is wonderful. Whether they choose to travel to a faraway exotic destination or holiday in neighbouring countries, Bulgarians will always choose to experience their homeland. The data shows that despite the mixed comments, for the last year, after the lifting of the restrictions, we have managed to maintain the interest of the Bulgarian tourist and even to increase in a year the share of Bulgarians choosing to holiday in Bulgaria - from 61% to 70%. These are serious numbers that prove that after the pandemic we have rediscovered Bulgaria as a destination. In other words, in the 2022 summer season we achieved record results on the domestic market - over 2.2 million trips by Bulgarians staying in accommodation, of which 974 thousand were to the sea-facing regions of Varna, Burgas and Dobrich, according to NSI data. We expect similar results this summer season.
Otherwise, Bulgarian tourists travel not only for sea tourism, but also for cultural, spa, mountain, eco, rural, festival and event, wine, gourmet and many other types of tourism in the summer. Traditionally, value for money has been the leading factor in choosing a destination. The desire to see specific sights that are unique and not found elsewhere is also sometimes a factor in choosing a destination, for example the Rila Monastery or the Belogradchik Rocks in Bulgaria or the Eiffel Tower in Paris.
Among the important factors influencing the choice of a destination is a good image. In order to build it, a good quality of tourist services is needed, as well as effective marketing and advertising. Of increasing importance in travel planning are the possibilities of combining several types of tourism in one destination.
What is the best advertisement for the Bulgarian Black Sea coast?
Here my answer is categorical - the positive one. Positive messages, positive attitude - all this builds the brand Bulgaria.
I would like to add that the positioning of Bulgaria as an attractive destination for tourism and investment is not only a function of a graphic logo or an advertising campaign, but is the result of many factors such as government policies, infrastructure and road network, condition and accessibility to cultural and natural sites, sustainable policies, quality of tourism products and services, etc. "The key words for marketing are: quality, service and value", words of prof. Philip Kotler.
What are the most common complaints of tourists who choose Bulgaria for their holidays?
Tourists who choose Bulgaria for their holidays are rather satisfied with their choice. The natural and cultural diversity of Bulgaria is highly appreciated by tourists.
Of course, there are also complaints, most often related to the activities of tour operators or accommodation facilities. The policy of the Ministry of Tourism is always to solve problems before they arise, drawing on foreign experience, and as the figures show, with a 23% increase in arrivals for the 2022/2023 winter season over Bulgaria's strongest season of 2019/2020, tourists who chose our country are satisfied.
Since day one of the interim cabinet, we have strived to be a loyal partner, to work for the image of destination Bulgaria and to brighten the business. We are uncompromising in our inspections of Bulgarian beaches and I can say that last summer we had some cleaner and tidier beaches. Let there be no doubt that this summer will be the same. Since February, joint inspections have been under way by several institutions at checkpoints to crack down on so-called 'illegal excursions' and unfair practices in organised travel.
The Ministry of Tourism receives signals and complaints from consumers mainly about incorrectly provided tourist services, which are sometimes advertised in one way and then the service does not match expectations. Complaints and signals are sent to the Commission for Consumer Protection for verification, as this is the specialised state body that enforces consumer protection legislation in Bulgaria.
At the same time, the Ministry of Tourism is a categorization body for tourist sites. It is evident from the on-site visits of the inspecting expert working groups to the establishments that these accommodation and catering establishments meet the requirements for furnishing, equipment and service.
The overall conclusion is that the quality of the Bulgarian tourism product is getting better every year. This, I hope, could be confirmed by the consumers. But we judge by the fact that, compared with previous years, the number of complaints and signals received by the Ministry of Tourism is lower.
Do you think the customer is always right?
Marshall Field first introduced the concept when he founded the first department store in Chicago in 1893, in London Gordon Selfridge followed suit. Almost 100 years later, Cesar Ritz introduced the motto to the hospitality industry when he founded The Ritz Carlton Hotels. His mantra was Le client n'a jamais tort, meaning the customer is never wrong. There will always be endless debates about whether "the customer is always right". But it's a matter of balancing taking the time to understand customer problems and providing solutions for a successful finish. What was true for the early retail pioneers is still true now: to keep a customer, you better solve their problems, even if they're not always right. "The customer is always right" is a good postulate, as long as it's not about unfounded claims or malice. After all, what we strive for is that the tourist receives a quality service and is always satisfied.
And if we are to be practical, so that there are no dissatisfied consumers, it is a good idea to check in the National Tourist Register, before making their reservation, whether their chosen accommodation is categorized and entered in the register. It is a good idea to check the category of the hotel concerned, as this determines the level of tourist service.
What are the problems facing hoteliers and tour operators and how is the Ministry of Tourism helping to solve them?
The hoteliers were faced with many challenges, which they met successfully. The war in Ukraine and the pandemic. And now they face a number of problems - such as rising prices, inflation, rising electricity, food, consumables, etc.
But the main problem in the hotel and restaurant business in Bulgaria is the lack of staff, the shortage is nearly 30 thousand workers. Two years of closures in the industry and travel restrictions have led to a serious outflow of staff that still cannot be overcome. Part of the measures that we believe would contribute to a faster recovery of the sector and increase its competitiveness is to maintain the 9% VAT rate for tourism. We believe that this is vital for the industry.
The personnel problem in tourism is the most urgent to solve and it is one of the main priorities of the Ministry. There are two options for securing staff. One is to get them from abroad. The other is to keep Bulgarian staff here. To this end, it is necessary that, in addition to state institutions, all parties in tourism work together, including employers, secondary and higher education institutions, so that the link between education and business is not broken. This is the reason why we are organising a campaign for cooperation between the Ministry of Tourism and specialised tourism schools. We have launched the initiative to organise a total of 28 regional competitions for young future tourism professionals. The idea is to start working in a targeted way at the secondary education level so that future tourism professionals in our country remain motivated and ready to build a career in Bulgaria.
With the crisis of the COVID-19 pandemic under control, tour operators restarted their activities.
We are currently working actively with the organizations representing the segment of tour operators and travel agents in the sector, so that the necessary protection for consumers arising from the requirements of Directive (EU) 2015/2302 of the European Parliament and of Council of 25 November 2015. This fund is also a step towards enlightening the sector, as well as a way to create a fair business environment for the benefit of all stakeholders.
Business concerns related to the growth of the gray sector in tourism were also shared before us. As one of the main problems are carriers who do not have registration as tour operators or travel agents, but are engaged in one-day, two-day trips to nearby destinations.
That is why, on the initiative of the Ministry of Tourism, meetings were held with representatives of the CCP, the Ministry of Interior and the Automobile Administration Agency at the beginning of this year, where the possibilities for cooperation in the prevention of unfair trade practices in the tourism sector were discussed. Actions and results were not delayed - together with the control authorities we started checks at the borders for the regulated carrying out of tour operator activity, travel agency activity, as well as for the legal exercise of the profession "tour guide". So far, checks have been carried out at the Kulata, Ruse-Giurgiu, Kapitan Andreevo and Lesovo BCPs. More than 100 buses travelling to Greece, Romania and Turkey have been checked.
It is noteworthy that the increase in controls has had a positive preventive effect and the increased controls have been extremely well received by the sector. The joint activities of the institutions will continue - in different time ranges, at all BCPs of the country.
Briefly, your opinion on the development of:
- Congress tourism: A huge field of possibilities that can combine the strengths of our destination. We have elite hotels and congress centers, attractive prices and a pleasant atmosphere. The four international airports provide easy access from anywhere in the world.
- Balneo, Spa and Wellness Tourism: rapidly gaining momentum, but still has significant untapped potential for development. This is the future of sustainable year-round tourism in Bulgaria - the European country that boasts the highest quality healing waters, the second largest number of sources and the hottest geyser in Europe. We need to develop health tourism, combined innovative products such as "Business and Spa", but above all to promote this luxury segment that we have.
- Cultural tourism: in Europe, Bulgaria ranks third in cultural artefacts, alongside countries such as Italy and Greece, Plovdiv is the oldest living city, we have preserved unique traditions, such as the mystical dancing on embers (nestinarstvo) that amazes our guests. Cultural and historical tourism is another opportunity to show off the wealth that has been hidden in our lands since ancient times - a successful formula for developing urban and year-round sustainable tourism and our national pride, lest we forget. There is still much to be done here, however...
- Eco-tourism: Bulgaria is a corner in the heart of the Old Continent with preserved wilderness and this is a great advantage, a surprise for many, a magnet for travelers, slow tourism lovers, digital nomads and all modern young people who are looking for a connection and unity with nature without completely turning their backs on civilization. Last but not least, a good opportunity to develop local communities and the economy of more isolated areas.
- Rural tourism: also, great opportunities amidst rich nature and local traditions, as well as an opportunity to support local communities.
- Wine and gourmet tourism: One of our strengths, a prerequisite for the development of year-round tourism. Bulgaria has wonderful cuisine and rich culinary traditions, 12 wine routes and this segment of tourism is gaining more and more popularity and attractiveness, especially due to the possibility of being combined with other diverse forms of tourism. And movies like a sensational Bulgarian TV series brought him even more popularity and tempted many to follow in the footsteps of these routes...
- Festival and event tourism: In a number of Bulgarian cities there are established festivals that attract thousands of people from the country and abroad every year. Regardless of whether we are talking about music - rock, jazz, opera on the tops of the Belogradchik rocks, about lavender or rosa damascena, about folklore traditions, Bulgaria has established itself as a place for valuable festivals that attract a large and diverse audience.
If the Minister of Tourism is a tourist in Bulgaria:
- For your summer holiday you will choose a holiday on: ...the North Black Sea coast, most likely in a golf complex.
- You will travel by: ... car, because I want to visit several places - the Palace in Balchik, the Madara Horseman, the mouth of Ropotamo and Kamchia and necessarily Srebarna and Perperikon.
- You will certainly take in your luggage: ...a camera that also takes good video.
- You will prefer: …small boutique hotels.
- The best view will be: ... my family against the background of the beautiful Bulgarian nature.
