Cluster practices in health and SPA tourism in Bulgaria

1. Development of SPA tourism in Bulgaria 2. SPA regions in Bulgaria 3. Challenges for the sector 4. SPA and other tourism types 5. NTC “Bulgarian Guide” Agenda

1. Development of SPA tourism Thracian times Roman times - many Roman emperors like Maximilianus and Justinianus used the curative mineral waters SPA centers: Augusta (Hissarya) Dezudava (Sandanski) Pautalia (Kyustendil) and Serdica (Sofia)

1.1. Resources Bulgaria – among the richest on mineral waters regions in the world Diversity of hydro-mineral, bioclimatic and mud resources, thalassotherapy and others Mineral springs, representing 75% of all mineral waters with different healing abilities

1.2. Water contents and its healing power Over 800 different types of mineral water Temperature – ⁰C Mineral content: varied chemical composition Rich mineral and micro component structure

2. SPA regions in Bulgaria Over 25 SPA destinations in Bulgaria

2.1. Pillars of health Lifestyle Prevention Prophylaxis Health training Healing Consultative activities Recovery Rehabilitation Recovering SPA Treatment

2.2. Diseases cured by SPA treatment Degenerative joint diseases – arthrosis Inflammatory joint diseases – rheumatoid arthritis, ankylosing spondylitis, etc. Disk disease and diseases of the nervous system Traumatic diseases of the musculoskeletal system Osteoporosis and Hypertension Respiratory diseases – chronic bronchitis, bronchial asthma Exchange endocrine diseases – gout, diabetes Kidney-urological diseases: nephrolithiasis, pyelonephritis Overweight – obesity and Peripheral vascular diseases, etc.

2.3. Treatments Swimming pools Steam bath, Turkish bath, Egypt bath Underwater massage bath-tubes, Jacuzzi Vichy shower Massage, Ayurveda Аroma therapy Sauna, solarium

3. Challenges for the sector Insufficiently effective use of mineral resources (Ex.: in Sofia there are over 40 mineral springs and ar. 20% of them are utilized) Lack of consistent marketing and recognition of the country as a SPA destination Lack of integrated tourist products (Opera and SPA tourism)

4. SPA and other tourism types 16.20% of the tourists visiting Bulgaria would like to combine SPA tourism with other tourism types!

5. National Tourism Cluster “Bulgarian Guide” First Tourism Cluster with National scope Integration of all types of specialized tourism Subject: Organizing of initiatives for promotion and sustainable development of specialized types of tourism, incl. SPA, medical and health tourism

Promotion of the Bulgarian specialized tourism types, incl. health, wellness and SPA tourism Implementation of Joint innovative technology for interactive and integrated promotion of the tourism services Attracting a larger share of tourist looking for the different, authentic and personal experience 5.1. Objectives

The “seeking” tourist Individual demands Accent on nature and authenticity Spiritual and cultural values Active communication Synergy between the specialized tourism types SPA, medical and health tourism Cultural-historical Ecological, mountainous and pedestrian Wine and culinary 5.2. Focus

Uniting 11 companies Covering key tourism branches Joint actions Sirona Tour Bulgarian tour operator, specialized in health tourism Part of “Sirona” International Association for Balneology and Tourism Members

Thank you for Your Attention! Milena Vladimirova, Cluster Coordinator National Tourism Cluster “Bulgarian Guide” Sofia, Bulgaria