Today, we introduce to you the co-chairs of the Varna Chamber of Tourism, Lyudmila Nenkova and Prof. Dr. Stoyan Marinov, who are leading the organisation as it celebrates the 35th anniversary of its establishment.
Lyudmila Nenkova is a professional with more than 40 years of experience in tourism and extensive management experience with tourism companies operating in the Golden Sands resort, Riviera and GBS Tours.
Prof. Dr. Stoyan Marinov has over 30 years of academic and management experience as a professor in the Department of Economics of Tourism Management, Director of the College of Tourism and Dean of the Faculty of Management, as well as extensive practical experience, including as Executive Director of the Sunny Beach EAD.
Lyudmila Nenkova: I have been in the tourism business for more than 50 years, with more than 40 of those in the management of companies and organizations. I graduated in Economics of Tourism Management from the University of Economics - Varna, the first and, at the time, the only university major of its kind in the country - with the clear awareness that this perfectly matched my interests and desire for growth. Knowing from an early age what I was drawn to and where I could be most useful laid the foundation for my successful career in tourism. Today I continue to follow the overall development of the tourism industry in our country, the major global trends, and even the progress of individual tourism companies.
Prof. Dr. Stoyan Marinov: Tourism attracted me because it combines economics, management, culture, human interaction and constant motion. I started out in practice as a tour guide at the Golden Sands resort, went on to hold various operational and management positions, including Executive Director of Sunny Beach EAD, and for more than three decades I have also been teaching and researching tourism. I have the opportunity to see tourism simultaneously through the eyes of the tourist, the entrepreneur, the manager and the educator. And it's precisely that multi-layered nature of tourism that continues to fascinate me. I am particularly interested in how technology, artificial intelligence and new consumer behaviour will change the management of tourist destinations. For me, tourism continues to be one of the most dynamic laboratories of the economy and society.
Lyudmila Nenkova: Over these 35 years, tourism in our country has made a major leap forward, mainly in terms of infrastructure. Large, luxury hotels and restaurants have been built, international hotel brands have entered the market, domestic hotel, restaurant and spa chains have been established and consolidated their position, and international service standards have been introduced in many places. This rapid development has also been accompanied by quite a few "growing pains": overdevelopment, interference with nature, and shortcomings in the educational system that trains tourism professionals. However, what has remained unchanged is the business sector’s willingness to introduce new developments quickly, to follow foreign examples, to adapt to global experience and to overcome global challenges.
Prof. Dr. Stoyan Marinov: The biggest change is that we have transitioned from a relatively centralised tourism offering to a highly competitive international tourism market. Tourists no longer compare Varna only with Burgas or Nessebar, but also with Antalya, Crete, Mallorca and dozens of other destinations around the world. Digital platforms have made prices, quality and ratings completely transparent and comparable. Hotels, sales channels and tourists themselves have changed - tourists are now better informed, more demanding and much more mobile. The fundamental rule remains unchanged: tourists look for a good balance between price, quality, and experience. Therefore, having a good physical infrastructure is no longer enough today - we must manage the competitiveness of the destination as a whole.
Lyudmila Nenkova: Varna is a city with an ancient history, a vibrant urban atmosphere, a seaside resort with beautiful beaches, mineral springs and spa centres, offering rich cultural life, with an events calendar spanning 100 years. Varna’s natural assets and cultural traditions are its greatest strengths as a tourist destination.
Prof. Dr. Stoyan Marinov: The main challenge is that Varna still does not operate in a sufficiently integrated way as a single tourist destination. We have excellent individual components - sea, resorts, culture, mineral waters, events and gastronomy - but tourists need to receive them as a complete experience. Another serious issue is the price-to-quality ratio compared with our direct competitors, alongside insufficient productivity in the tourism sector. Our greatest advantage is the diversity within a relatively small area. Varna can be a seaside, urban, cultural, spa, conference and events destination all at once. Transforming this existing diversity into an integrated tourism product is the city’s great opportunity.
Lyudmila Nenkova: Not only Varna, but all destinations are striving for this, because an extended season is the most critical prerequisite for sustainable tourism. The entire global tourism market is engaged in this competitive struggle, which requires not only objective conditions, such as the climate, for example, but also plenty of ideas, creativity and hard work. Varna has some key prerequisites for extending the season, particularly in May, September and October. However, this requires a clear and realistic concept and an action plan that includes accessibility, product diversification and the creation of a good urban environment during these months. The urban environment is an crucial factor and, alongside everything else, includes cleanliness, orderliness, the city's welcoming atmosphere, well-maintained green spaces, and events in the city's major public areas - events that inspire people and leave lasting memories.
Prof. Dr. Stoyan Marinov: The realistic first goal is to transform Varna from a destination with a concentrated summer season into one with an active tourist period from April - May to October - November, while simultaneously developing year-round market niches. This requires a calendar of events, strong air connectivity, a spa and wellness product, cultural and event tourism, conventions, sports, and gastronomy. Mineral waters are particularly important - a resource we have yet to fully utilize as a competitive advantage. However, extending the season cannot be achieved through slogans, but through creative entrepreneurship, concrete products, targeted markets, transport accessibility and economic incentives for businesses.
Lyudmila Nenkova: This is one of the most difficult problems to solve, as it is linked to the seasonal nature of tourism activities and irregular working hours, both throughout the day and on weekends. Careers in tourism require communication skills, emotional balance and stamina, and even personal charm - and yet these and other essential professional requirements are often not matched by adequate pay, again due to seasonality. At the same time, working in tourism is interesting, diverse, highly communicative and is personally enriching. It always involves teamwork and working with people of different ages and nationalities. Perhaps in the future, in an era of rapidly advancing technology and growing alienation between people, these advantages will become increasingly significant and motivating.
Prof. Dr. Stoyan Marinov: As an educator, I would say that young people should not be persuaded with words, but with a perspective for growth. Young people today want more than just a job - they want a career, growth, technology, and a healthy work-life balance. Tourism must offer a clear pathway from intern to manager. A much closer partnership between universities and businesses is needed, including dual education, real-world case studies, and paid internships. If we prove in practice that tourism is a high-tech, profitable international business rather than simply seasonal employment, the attitude of young people toward it will change.
Lyudmila Nenkova: I believe that future changes will be much faster than any we have seen so far. Those who manage to keep up with them will be successful. The development of tourism largely reflects social processes, and everyone involved in this sector must constantly keep pace with them.
Prof. Dr. Stoyan Marinov: In 10 to 15 years, tourism will be far more digital, personalized, and data-driven. Artificial intelligence will be involved at every stage - from destination selection and booking to hotel management and the individual guest experience. Yet the paradox is that as more technology integrates into the industry, authenticity and the human touch will become increasingly valuable. Destinations will have to manage not only tourist numbers, but also tourist flows, resources, carbon footprints, and the attitude of local residents toward tourism. We will talk less and less about "digitalization" in and of itself, and more about smart tourism destinations. The winners will be the tourism professionals who use technology to create a better human experience.
Lyudmila Nenkova: There are many places, but perhaps these two in particular: the panoramic site at the entrance to the Galata district, especially in the evening, and the central city square, with the theatre building and its fountains, which could feature an even more beautiful colourful light display.
Prof. Dr. Stoyan Marinov: I would take them on a walk from the city centre through the Sea Garden to the sea. I would not choose just one spot, because Varna’s strength lies precisely in the transition city - park - sea. Within a relatively small area, visitors can experience Varna’s history, urban life and maritime character. It is an experience that few European cities can offer in quite the same way.
Lyudmila Nenkova: Sea. History. Culture.
Prof. Dr. Stoyan Marinov: Sea. Knowledge. Experience.
Lyudmila Nenkova: We work as a team and constantly discuss different ideas. Sometimes we accept the other person's idea, and sometimes we do not. I would very much like to convince him that, in the future, young people will succeed in turning Varna into a city full of life and experiences from May to October, and perhaps even longer.
Prof. Dr. Stoyan Marinov: I would propose that Varna develop a unified digital destination management platform: Varna Smart Destination. It should bring together information about tourist attractions, events, transport, hotels, restaurants, cultural institutions and tourism services, while also collecting data on visitor behaviour and satisfaction. After so many years of working together, I probably would not find it difficult to convince Ms Lyudmila Nenkova, as she is an accomplished professional with interest in innovation and exceptionally extensive management experience. Varna needs not just more promotion, but smarter management of the tourist experience.
Lyudmila Nenkova: I would like them to say: "We had a wonderful time here! The trip was well worth it".
Prof. Dr. Stoyan Marinov: I would like them to say: "I didn’t expect Varna to have so much to offer - the reality exceeded my expectations. I’ll come back and bring my family and friends". For me, the desire to return is one of the best measures of a destination’s competitiveness.
