Referring to how Bulgaria should use its natural and cultural resources to develop its tourist industry, Elena Poptodorova, former Bulgarian ambassador to the US, cited a French proverb: The prettiest girl in the world can only give what she has (La plus belle fille du monde ne peut donner que ce qu'elle a).

Though what constitutes Bulgaria's best tourist offerings remains a contentious issue, participants in a forum organised by the National Board of Tourism on January 13 2009 agreed that the country had great potential.

Anelia Kroushkova, chairperson of the State Tourist Agency (SAT), announced that there were six projects already approved that would receive funding through the Operational Programme Regional Development 2007-2013. Some higher priority initiatives included a vigorous marketing campaign in Germany, Britain and Russia, where the bid to market Bulgaria has only been partially successful, Kroushkova said. SAT was also engaged in campaigning to win back Bulgarian tourists, who in recent years have preferred foreign destinations to local resorts.

The agency would spend six million leva on creating a multi-media catalogue of all the country's prominent tourist sites. It would spend another seven million leva buying advertising space in foreign broadcasting outlets. Short films would be aired presenting the country's beauty, Kroushkova explained. As soon as possible, a Bulgarian brand, or a single cultural, historical or natural symbol associated with the country, should be agreed upon, she said.

Elena Poptodorova, who was recently appointed as an ambassador with a special mission concerning the problems of the Black Sea region, said that tourism now transcends all borders. She said that countries from the Black Sea region needed to unite to attract more tourists. They also have to improve their ties with Brussels, as Mediterranean countries have done.

Referring to Bulgaria vying for tourism with other Black Sea countries, Poptodorova illustrated the situation with another proverb: If you cannot beat them, join them.

Mehmed Gyudjuk, the Turkish ambassador to Bulgaria, said that the country could benefit from a greater number of Turkish tourists if only visa requirements were abolished. He cited statistics showing that Turkey has received 1.2 million Bulgarian tourists, while only 32000 Turkish tourists have visited Bulgaria. Gyudjuk also said that Turkey has worked out a strategy for tourist industry development until 2023, aiming at putting the country on the world map as a leading tourist destination.

Italian ambassador Stefano Benazzo, invited to the forum as a representative of a country with lasing traditions in cultural tourism, said that Italy has been trying to promote its cultural tourism for the past five centuries, making many mistakes in the process.

Benazzo expressed willingness to help intensify co-operation between the two countries. He said he personally would like to see better infrastructure in Bulgaria, better protection of archaeological sites and more information about the most significant cultural monuments online.