DEVELOPMENT OF HEALTH TOURISM IN BULGARIA

Abstract

Health tourism is a significant part of the tourism industry, which combines medical services with travel and recreation. Bulgaria has a wealth of mineral springs and balneological resorts.
The possibilities for treatment and rehabilitation, together with the rich cultural heritage and beautiful natural landmarks, attract many foreign tourists. The main challenges facing health tourism in Bulgaria include:
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competition;
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marketing and advertising;
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quality of services;
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regulation and certification.
The aim of this study is to determine the extent to which health service users are familiar with the opportunities for health tourism in Bulgaria.
A study was conducted based on data from 182 responses to an online survey with a web based form. Data collection was carried out in the period January March 2025. A statistical method was used to process the collected data.
The results of the study show that more than half of the respondents are fully or partially familiar with the various branches of health tourism. However, nearly 74% of the survey participants would take part in an information campaign about the opportunities offered by health tourism in Bulgaria. Over 96% of respondents are of the opinion that Bulgarian tourism needs better advertising internationally.
Conclusion: Health tourism in Bulgaria has the potential to develop dynamically and sustainably, as a combination of tradition, modern technologies and natural resources. With the advancement of technology and the development of social networks, Bulgaria has the potential to attract many international tourists through its unique springs, balneological resorts and natural landmarks. Investments in infrastructure and marketing, as well as improving the quality of services, can help establish Bulgaria as a leading destination for health tourism.
As a recommendation to the responsible institutions, the need for better information for service users and advertising of the resources available to our country, both domestically and internationally, can be noted.