Associate Professor Dr. Stela Baltova participated in the forum “Tourism in Bulgaria in 2024 – Entrepreneurial Experience and Perspectives for Sustainable Development.”

Assoc. Prof. Dr. Stela Baltova, Vice-Rector of IBS, participated in the forum “Tourism in Bulgaria in 2024: Entrepreneurial Experience and Perspectives for Sustainable Development” at the invitation of the Association of Women Entrepreneurs in Bulgaria “Universe.” The event took place at the Bulgarian Chamber of Commerce and Industry in Sofia and brought together representatives from the tourism sector, business, and educational institutions.

The forum’s program included an in-depth discussion on the state of tourism in Bulgaria, the development of the hospitality sector, the challenges facing the industry, and possible measures to overcome them. Special emphasis was placed on priorities in tourism education and the training of personnel for the hospitality industry – from universities and colleges to vocational high schools.

Assoc. Prof. Dr. Stela Baltova delivered a presentation on the topic “Tourism in 2024 – National and European Dimensions. Trends in Consumer Behavior.” Her contribution was met with great interest and sparked an engaging discussion. In her address, she emphasized the added value tourism brings to the economy, the provision of shared products and services, and the achievement of added value through partnership relationships. She also analyzed changes in consumer behavior patterns and highlighted the role of tourism as a value system.

Assoc. Prof. Dr. Baltova stressed that tourism will continue to be an important social, environmental, and economic activity in the future, and education should be value-based, encouraging the creation and sharing of knowledge. These elements are essential for achieving added value and the sustainable development of tourism.