1. Rural Tourism product in Bulgaria International Rural Tourism Workshop June 9, 2010 Riga, Latvia Bulgarian Association for Alternative Tourism

2. Bulgaria – where is it? Balkan country bordering Greece, Turkey, Romania, Serbia and Macedonia

3. Mussala peak 2 924 m. Black Sea Danube River 5 % of the territory is protected by the state Small, but diverse

4. Ancient history and Cultural diversity Neolithic culture Thracians during Antiquity Medieval Bulgarian Empire Over 4 centuries of Ottoman rule left great impact on the culture, still visible today Frescoes at Thracian tomb, 4 th -3 rd BC

5. The tourism background Sunny Beach Policy for recreational tourism development during Socialist period Overconstruction and spoilage of the seaside tourism product Cultural tourism based on the diverse Bulgarian history and culture

6. The tourism background (2) Hut in the Balkan Mountains Mountaneering activity Huts and trails construction Organised tours Mountaineering culture

7. Rural Tourism How did it start? Active holidays touroperators (incoming) needed alternative accommodation. There were many small upland villages that were attractive themselves. Bulgarians realised this attractiveness either. But they also discovered neighboring countries attractiveness. A need of innovation emerged…

8. The Product How does it develop? Touroperators’ programs adoption: folklore evenings, traditional food, crafts demonstration, popular landmarks and tours promotion The product which is designed for foreigners cannot be sold to natives How to do the redesign?

9. The Innovation What is it? Deeper insight Interpretation Curiosity Seduction

10. Hosts’ personal skills Encho is a ceramist. His wife Velichka is a photographer They use their skills to give interpretation of local tradition and nature.

11. Stories everywhere Stories exist everywhere and they should be used for enriching guests’ experience. It always have to be communicated in the right way. Otherwise guests might not understand the meaning and get a bad impression.

12. Local accent Natural food becomes more and more important for modern society. When it is of local origin it makes greater value. Local and unique recipes should be used.

13. Nature experience Professional expertise of resources Area development Appropriate equipment Trained staff Information

14. Promotion by BAAT B&B and Adventure Guidebook issued Quality certification scheme and brand Green Lodge

15. Thank you! kaloyanov@baatbg.org Kiril Kaloyanov Executive Director Bulgarian Association for Alternative Tourism