On March 17–18, Sofia became the meeting point for changemakers from across Bulgaria—small-town representatives, tour operators, and tourism enthusiasts—gathering to answer one key question: How can we make tourism sustainable and truly benefit local communities?
Organized by the America for Bulgaria Foundation, the conference Tourism with Impact—The Power of Local Communities proved one thing: authentic experiences begin with authentic people. The event marked the inaugural edition of the Community Impact Tourism Exchange (CITE), and its two days were filled with inspiring stories, practical advice, and personal reflections that will stay with participants for a long time. The photos and tales shared at CITE 2025 will continue to resonate, leaving a lasting imprint on everyone involved.
Tourism as a Force for Local Prosperity and Pride
Opening the conference, ABF’s executive director Desislava Taliokova emphasized the transformative power of tourism—not only as an economic driver but as a source of pride and connection for communities.
“Tourism plays a vital economic role. It creates jobs, supports local businesses, strengthens communities, and encourages young people to stay, invest, and believe in the future of their hometowns.
Beyond the important economic impact, tourism is emotion. It’s the joy of welcoming a guest, the pride of sharing your traditions, and the satisfaction of knowing that your work brings happiness to others. This is what turns a village or a town into a destination, a region into an experience, and Bulgaria into a story worth telling to the world,” Taliokova said.
Her words set the tone for the two-day event, focused on community-driven tourism that benefits both visitors and locals alike.
“Long-term results are only possible when we work together, pool our efforts, and build strong partnerships,” added Yuliana Decheva, director for cultural heritage and nature tourism at the America for Bulgaria Foundation. According to her, tourists today aren’t just looking for pretty views—they seek meaningful, holistic experiences.
The Devetaki Plateau: A Success Story of Unity and Revival
One of the most powerful examples of this philosophy is the Devetaki Plateau. Once a nearly forgotten corner of Bulgaria, it has become a sought-after tourist destination, welcoming over 200,000 visitors annually.
“The Devetaki Plateau Folk Festival is held on September 6 for a reason—that’s Bulgaria’s Day of Unification! And unification is exactly what we’ve achieved here,” proudly declared Krasimir Djonev, mayor of Letnitsa Municipality. He added: “The projects supported by the America for Bulgaria Foundation on the Plateau have become our symbol.”
Iva Taralezhkova, chairperson of the Devetaki Plateau Association, shared how locals transformed their area, offering a vivid example: “We turned an illegal dumping ground into a picnic site with views of the Danube Plain and a canyon where black storks nest.”
“Tourism isn’t just about places,” she said. “It’s about experiences—meeting people, tasting local wine and food, even having the mayor help you change a flat tire.” According to Taralezhkova, success only comes when you work with locals: “No outsider can just show up and say, ‘This will be a top tourist destination.’ It only happens when the community is involved.”
No Gimmicks: How Local Truths Attract Global Travelers
A special guest of the conference was American journalist and sustainable tourism consultant Alex Crevar, known for creating iconic cycling routes like the Trans Dinarica. His message was simple yet powerful: “Only what’s real is sustainable.”
“Trends come and go—they’re not sustainable,” Crevar said. Only authenticity endures.
He cautioned against compromising local culture to satisfy tourists. His advice? “Believe in what you already have—not in what tourists think they want.”
Crevar reminded participants that tourism today is no longer the domain of large players alone. “We have reached an era where communities can participate in tourism on their own terms and into the future,” he said.
Mersi!: A Tribute to Bulgaria’s Beauty and Heart
French photographer and traveler Olivier Meissel touched hearts with his deeply personal story about Bulgaria, inspired by his father—who loved the country so much his friends called him “The Bulgarian.” Olivier shared images from his three cycling expeditions across Bulgaria, and his documentary Mersi! captures his journey with tenderness and deep respect for Bulgarian nature and people.
Cycling Routes That Reconnect Communities
Boris Begamov, founder of the Dunav Ultra Cycling Route, and Elenko Elenkov, organizer of the Northwest Bike Tour, illustrated how cycling routes can reconnect communities and breathe life into neglected regions. Dunav Ultra now links 120 towns and villages along the Danube, while the Northwest Bike Tour brings over 1,000 tourists to Belogradchik and Chiprovtsi in a single weekend.
Now in its fifth year, the Northwest Cycling Tour is the largest road cycling event in Bulgaria. It showcases the natural beauty and hospitality of the country’s least-known region, with distances for all skill levels and routes passing through iconic sites like the Belogradchik Fortress and Chiprovtsi Monastery. “Cycling tours are an easy way to attract nonprofessional cyclists and tourists and see the most in the least amount of time,” said Elenkov.
The tour has also delivered a significant boost to the local economy. Hotels are often booked months in advance, and during the event weekend, participants and their families spend thousands of levs in area businesses. “The Northwest offers a mix of little-known sights and really good cycling roads with little traffic,” Elenkov noted.
From Grandma’s Table to Global Travelers
Culinary festivals across Bulgaria also demonstrated how local traditions and food can fuel successful tourism, drawing thousands of visitors who come for the flavors but stay for the experience and human connection.
Stefan Bozadzhiev from Lyuba Tours 2007 reminded attendees that foreign tourists aren’t looking for fancy restaurants or standardized menus—they want to know what grandma cooks for her grandchildren. “Nothing beats homemade,” he said, underlining that authenticity is the most valuable ingredient in any tourist experience.
Who Else Is Shaping Tourism’s Future?
CITE 2025 showcased even more examples of tourism with impact:
🔸 Vasil Todev and Antonia Vicheva from Bikearea, proving that adventure camps for children and young people don’t just foster a love for nature—they teach responsibility, teamwork, and care for others.
🔸 Milen Dulev, mayor of Belene, who presented his vision for Destination Persina—a place where nature and history combine into unforgettable experiences, with untapped potential for future visitors.
🔸 Vladimir Dimitrov and the Tour Strandzha initiative, who captivated audiences with stories of the route connecting the natural beauty, history, and communities of Bulgaria’s southernmost mountain. Tour Strandzha offers not only adventure but also a meaningful experience that leaves a lasting impression.
🔸 The presentation by UK tour operator Back-Roads Touring, which highlighted the importance of partnerships with local communities as a foundation for successful tourism.
Where Do We Go from Here?
The conference revolved around shared stories and personal examples. TV journalist and CITE 2025 host Nikolay Vasilkovski brought additional energy with his insightful questions, helping speakers and participants find common ground—and a common language for discussing the future of Bulgarian tourism. It’s a language built on trust and collaboration.
If one word captured the feeling in Sofia’s Astoria Grand Hotel over those two days, it was unity. Or, as Alex Crevar put it: “Our community stories are like a good route or a good tourism product. They work best when we work together, without ego, without competition.”
