UN Tourism has further strengthened its partnership with the Republic of Bulgaria, with an official visit and key meetings with its political leadership and the welcoming of football legend a philanthropist Hristo Stoichkov as a new Ambassador.

The UN Tourism official visit, led by Secretary-General Zurab Pololikashvili, was welcomed by Prime Minister Rosen Zhelyazkov for an official visit that included high-level meetings with the Ministries of Tourism and Foreign Affairs. Meetings focused on how UN Tourism can support the further growth and diversification of Bulgaria’s tourism sector, most notably through the development of cultural, culinary and wine tourism. In an official meeting with President Rumen Radev, both parties focused on supporting tourism education and growing investment into the sector, with UN Tourism committed to publishing guidelines for international investors.

Secretary-General Pololikashvili commended Bulgaria for its commitment to responsible and inclusive growth. He said: “The Republic of Bulgaria has established itself as one of Europe’s most exciting tourism destinations. With UN Tourism, its focus on education and training and growing investments into the sector will serve as the solid foundations for long-term sustainable growth, both in urban centres as well as rural communities.”

Ballon d'Or winner Stoichkov joins UN Tourism

In Sofia, UN Tourism officially appointed Bulgarian sports legend Hristo Stoichkov its newest Special Ambassador for Sports Tourism. Over the course of his career, he represented Barcelona Football Club, won the Golden Boot at the 1994 World Cup and played in Italy, Saudi Arabia and the USA. Since retiring from the game, he has worked tirelessly as a philanthropist and a supporter of youth empowerment through sport.

As a Special Ambassador, Stoichkov will help further advance UN Tourism’s work on growing sports tourism as a driver of inclusive opportunity and economic diversification. He will also bring his influence and insights into UN Tourism’s work to promote tourism education in schools everywhere and make the sector a key pillar of opportunity for global youth.

Wine tourism and education central to growth

Also in Sofia, the UN Tourism leadership met with Miroslav Borshosh, Minister of Tourism of Bulgaria, to sign a Letter of Intent for future cooperation. With Bulgaria having entered into the Schengen Zone at the start of 2025, with an expected upturn in arrivals, the two parties will work to grow and direct investments into Bulgaria’s tourism sector, a key priority for UN Tourism and its Member States both in Europe and globally. The discussions explored the potential for an Investment Forum to be held in Bulgaria, recognizing its status as a regional leader.

The enhanced collaboration will also focus on another key priority for the sector, promoting education and continued training in the sector. At the same time, the growing importance of spa tourism was discussed, recognizing the natural resources of the country. Finally, with a focus on supporting the diversification and rural development, the two parties agreed that the 9th edition of the UN Tourism Global Wine Tourism Conference will be held in the city of Plovdiv, with the date to be confirmed.

UN Tourism and Bulgaria: Strengthened partnership

Meetings with the Ministry of Foreign Affairs, led by Minister Georg Georgiev, similarly explored avenues for strengthening cooperation and enhancing tourism as a pillar of growth for the country and a tool for regional cooperation and peace.

In recognition of his work to support Bulgaria, Secretary-General Pololikashvili was awarded by the Head of State with the Order of SS Cyril and Methodius, first class.