Bulgaria has launched a new tourism strategy highlighting the wide range of attractions the country has to offer as it attempts to raise its profile in the UK as a mainstream holiday destination.

A new UK advertising campaign promotes Bulgaria under the banner of “Magic Lives Here” and focuses on some of the country’s lesser-known tourism products including spas and well-being, culture and folklore; and eco-tourism. The campaign forms part of a wider effort by Bulgaria to position itself as a desirable tourist destination in three of its major markets: the UK, Germany, and Russia.

Bulgaria’s Minister of Economy, Energy and Tourism, Traycho Traykov, said: “Nearly 300,000 UK tourists visited Bulgaria in 2010. With the help of the new advertising campaign our target is to increase this number to around 500,000 by 2020.

"A lot of people still assume that Bulgaria is a country for mainly cheap beach holidays and skiing but there are many other offerings which deserve to become much better-known. Our new strategy positions Bulgaria as a destination that can offer the discerning traveller a wide range of experiences all year-round."

Bulgaria Tourism has also launched an official new Website at www.bulgariatravel.org which covers more than 450 cities, resorts and villages and provides information on everything from conference facilities to UNESCO World Heritage Sites.

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