Repositioning of Bulgaria on the European map as a tourist destination offering a competitive tourist product through health tourism (balneo-spa/medical spa, spa and wellness)

Abstract

The role of health tourism has been growing exponentially in the last years. Health tourism is an emerging, global, complex and rapidly changing segment that needs to be managed with modern management tools in the present era. Health tourism comprises around 5% of general tourism in the EU-28 and contributes approximately 0.3% to the EU economy (8). Health tourism has a much higher domestic share than general tourism does. Increasing the share of health tourism may reduce tourism seasonality, improve sustainability and labor quality, and may help to reduce health costs through prevention measures and decreased pharmaceutical consumption (9). Health tourism is increasing its role as a significant contributor to the development not only of regional but also of national economy (6). Despite certain tendencies in preference for individual tourism, it is expected that health tourism and health tourism destination will continue to increase their influence and take bigger part in the tourism mix in the future. In the National strategy for sustainable development of the tourism on the territory of Bulgaria /2014-2030/ the Ministry of Tourism determines tourism as a leading, structuring national industry. Tourism is a stable factor contributing to the constant optimization of Bulgarian economy through a significant share in the GDP – 12-18%. Strategic aims of Bulgaria’s are: increasing the competitiveness of the destination Bulgaria on the international tourism market by increasing the quality of the tourist product, strong brand of the destination and product specialization and diversification. One of the main priorities of the Ministry of Tourism is increasing the share of the specialized types of tourism – balneo (medical spa), spa and wellness concretely, leading to an year-round and more intensive workload (4). Aim The authors are convinced that Bulgaria has all the necessary conditions and prerequisites to present itself more purposefully and on a larger scale as a year-round tourist destination, offering a quality tourist product, placing the main focus on health tourism (medical spa, spa and wellness), which is successfully combined with all major forms of tourism (sea, mountain, cultural, gourmet, golf/. The authors support the relevant idea of the Ministry of Tourism to adapt and upgrade the existing National Strategy for Sustainable Tourism Development in Bulgaria /with a horizon of 2040 - 2050/ by placing a strong focus on health tourism, especially relevant in the world pandemic of COVID-19, when the role of health tourism (prevention and prophylaxis) in Bulgaria is recognized by all competing European countries.