STRATEGIC TRANSFORMATION OF TOURISM IN BULGARIA – ECONOMIC RECOVERY AND GROWTH POTENTIAL

The subject of this study is the tourism sector. The analysis focuses on the strategic transformation in the sector to ensure its economic recovery and realize its growth potential. The research hypothesis posits that recovery in the tourism sector is predicated on amendments of national strategic documents, assessment of consumer and service provider attitudes in the tourism industry taking into account the absolute and relative international advantages and resources of our country which faces strong competition from Greece and Turkey as well as the existing geopolitical challenges. The main task is to analyse macroeconomic data to determine the degree of post-epidemic recovery of the tourism sector as well as to conduct a survey intended to identify possibilities for rebranding and making amendments to national strategic documents to reflect the country’s absolute and relative international advantages and resources. Structurally, the article is divided into two main sections. The first section identifies indicators for assessing the level of postepidemic recovery of Bulgaria's tourism sector. The second section presents findings from a survey conducted among benchmark economic operators and customers regarding the possibilities for strategic transformation of the tourism sector, including rebranding and digitalization. The conclusion summarizes the findings and presents author’s own critical comments regarding the current state of the tourism sector.