DEVELOPMENT OF THE TOURIST BRAND "STARA ZAGORA, BULGARIA"

Stara Zagora, Bulgaria has a rich cultural history, folklore traditions, natural features, industrial heritage and a number of sporting achievements. It is part of the rich history of our country in the formation of the Bulgarian identity. For decades, the local community has been trying to build and impose a brand on the tourist market that would attract potential tourists. Potential tourists, whose permanent residence and place of work are outside Stara Zagora, outline a different profile of the city as a tourist destination Methods used: survey, regional analysis and synthesis. Main results: the study of the attitudes of the local population and potential tourists reveals the intersection between the messages of the local community and the expectations of tourists.