Portraits: The people of Varna

Mobility becomes part of the experience the moment it stops being an obstacle.

Milen Marinov is an entrepreneur and the founder of Top Rent A Car - the leading car rental company in Bulgaria, holding the largest market share in the sector. Established in Varna, the company has been developing steadily for over 23 years under his leadership, with a strong focus on service quality, innovation, and overall customer experience.

Today, Top Rent A Car operates the largest vehicle fleet in the country, with more than 3,000 cars, and an extensive network of offices across Bulgaria and abroad. Approximately 70% of the company’s operations are concentrated in Sofia; however, its headquarters and key departments remain based in Varna. In parallel, the company is expanding into new urban mobility solutions through its TOP MOBILITY brand.

Your company started in Varna - how did the idea come about, and what was your initial understanding of tourists’ needs at the time?

The idea emerged quite naturally, through observing the tourists who were visiting Varna in the early 2000s. From the very beginning, they were our primary focus as potential customers. We noticed that despite the strong interest in the destination, their mobility options were quite limited – most visitors tended to stay within their hotels or nearby resort areas.

This significantly constrained their overall experience. At that moment, I realized that by providing an easy and accessible way for tourists to move around independently, they would be able to discover much more of the region. That is how we came to understand that a rental car is not merely a convenience, but a key element in how a visitor truly experiences a destination.

What was the key moment when you realized that the business had the potential to expand nationwide?

The key moment came with the opening of our first office at Sofia Airport. That was when we realised that the model was successful not only in Varna, but also at the country’s largest entry point for both tourists and business travelers. It was a clear signal that the service had the potential for national expansion. Following this milestone, we began to systematically develop processes and standards that could be consistently applied across all locations.

Tourism is increasingly seen as a system of combined services. What is the role of mobility within this experience - and when does it evolve from logistics into a true part of the journey?

Mobility becomes part of the experience the moment it stops being an obstacle. When the process is fast, easy, and predictable, people begin to use the car not just for transportation, but for exploration. That is when the real journey begins - when you have the freedom to change your plans along the way.

How have tourists’ expectations evolved in recent years, and how has this influenced the services you offer?

Today’s customers expect much more - speed, digitalization, transparency, and security. They are not simply looking for a car, but for a seamless, hassle-free experience. This has led us to invest significantly in technology, digital processes, and the continuous renewal of our fleet.

Your company has once again been recognized with the Tripadvisor Travellers’ Choice Awards. How do you maintain a high level of quality, validated by travelers themselves, while the business continues to grow and your fleet exceeds thousands of vehicles?

Quality is the result of consistency and control over every detail. As a business grows, the greatest challenge is maintaining the same high standards. We achieve this through well-structured processes and a strong focus on customer feedback. Every client is invited to share their experience, and each review is carefully examined on an individual basis. This allows us to identify signals early and implement improvements promptly. The fact that we have been recognized with the Tripadvisor Travellers’ Choice Awards and are among the highest-rated car rental companies on the platform demonstrates that this model works.

The creation of the Top Mobility brand is a natural step toward a wider understanding of mobility. How do you see the future - are we moving away from car ownership toward mobility as a service?

I believe this shift has already begun. More and more people are seeking flexibility rather than ownership. Mobility as a service will continue to grow in importance - whether it involves cars, electric bicycles, or other forms of transport. Our goal is to offer a range of solutions tailored to specific needs.

Electric bicycles are an interesting bridge between tourism and the urban environment. How do people respond to them - more as a tourist attraction or as a real alternative for transportation?

The response has been very positive. Initially, some people perceive them as a tourist attraction, but increasingly we are seeing real, everyday use for getting around the city. In many European cities, over 30% of all urban trips are already made by bicycle, which clearly indicates the direction of development. This is a service with strong potential in Bulgaria as well.

What is the role of the business, in your opinion, in contributing to a cleaner urban environment and more sustainable tourism?

Business plays a key role, as it can implement solutions much faster. For us, this means continuously renewing our fleet with newer and more efficient vehicles, as well as developing alternative mobility services. Sustainability is now part of our long-term strategy, not just an add-on.

What would you recommend a visitor to experience beyond the "classic" tourist routes?

I would recommend going beyond the city center and the main resorts. The northern Black Sea coast, the area around Kaliakra, the smaller beaches, and the villages in the region offer a much more authentic experience. That is where visitors can truly feel the character of the place.

As someone whose business is part of the "overall tourism experience", how would you describe Varna in three words?

Freedom. Movement. Sea.