Profile

Silviya Peycheva is a member of the Supervisory Board of the National Tourism Board and a representative of “VI Ai Hunting” Ltd. She is a lawyer with extensive professional experience in the legal, financial, and management fields. She holds a Master’s degree in Law from Veliko Tarnovo University “St. Cyril and St. Methodius”, as well as a degree in International Business and Management from the D. A. Tsenov Academy of Economics in Svishtov. She has a strong legal practice across various areas of law and finance.

In her work, she deals with legal cases related to regulatory regimes, concessions, public procurement, territorial management, environmental protection, and the legal framework of tourism, including the balance between economic development and public interest.

She stands out for her integrity, analytical thinking, and high professional ethics. She believes that the sustainable development of tourism requires clear rules, effective control, and responsible management.

Ms. Peycheva, will Bulgarian tourism suffer major losses due to the complex situation in the Middle East?

I may surprise you by saying that I see this situation as an opportunity to bring Bulgarian tourists back home. I will draw a parallel with the COVID pandemic. At that time, there were restrictions, and most Bulgarians preferred to stay in their own country rather than travel to Greece. Now, with such a serious military conflict that shows no signs of ending soon, Bulgarians are unable to travel to the East. Yet destinations in that part of the world had become favorites among our compatriots in recent years. Now is the right moment for the tourism sector in Bulgaria to seize this opportunity and prove to Bulgarians that we have much to offer. I believe that if we manage to provide competitive services, our fellow citizens will always choose Bulgaria over Greece, France, or Italy, for example. I would even go further and say that the tourism sector is, to some extent, indebted to Bulgarian tourists. It is time to prioritize our efforts toward them, and only then think about attracting foreign visitors.

What should we do to keep Bulgarians in domestic resorts?

First of all, we must start valuing them. We must treat them as our most valuable guests. The Bulgarian tourist is an excellent guest. Over the years, and with the opportunity to travel abroad, Bulgarians have developed a clear understanding of the quality of service they deserve. It is not always about luxury, nor always about the cheapest option. Bulgarians are willing to invest in their free time if they know they will get well-maintained accommodation, good food, attractions, and opportunities for activities in the area where they stay. When it comes to summer, clean and well-maintained beaches, quality food, entertainment, and nightlife are important. When it comes to winter resorts, well-maintained ski slopes with good connectivity are essential. We may not have peaks over 3,000 meters, but we can build well-planned and connected slopes and facilities that align with the natural features of our mountains. In this regard, building new slopes and facilities should no longer be a taboo topic. In Western Europe, excellent ski infrastructure has been developed. Skiers and snowboarders can spend an entire day without repeating a route. If they have managed to build infrastructure while preserving nature, then we can do the same. Once we develop our slopes and facilities, we will be able to offer a world-class service. Our winter resorts already offer good accommodation, attractions, quality dining, and even vibrant nightlife. However, in terms of slope and infrastructure development, we still have to catch up with European resorts. Until we do, we will not be able to offer a complete world-class experience. Our hotel and restaurant services, however, are already at a global level. This is the path to remind Bulgarians that it is worth choosing Bulgarian resorts over Austrian, Italian, or Swiss ones.

I can give an example with one of our newer winter resorts – Malyovitsa. Years ago, the beautiful nature there was almost inaccessible. First, the accommodation base began to be renovated. Hoteliers invested time and resources to ensure year-round accessibility of the resort. Today, Bulgarians can enjoy its stunning nature and relax under excellent conditions.

That is why investors should no longer be viewed with distrust. They are partners of tourists, providing safe conditions and access to natural beauty.

Malyovitsa, for example, has the ambition to become the first energy-neutral resort in Bulgaria. This is a strong foundation for developing green tourism, where people and nature exist in harmony.

And how can we attract foreign tourists?

Bulgaria still has a slightly exotic appeal for European tourists. Here, they can feel safe, while also experiencing echoes of the socialist past and enjoying beautiful nature with untouched landscapes. Within just an hour or two by car or plane, one can switch from a mountain setting to the seaside, find a good hotel at competitive prices, enjoy delicious food, and explore intriguing natural and cultural attractions. However, Bulgaria must make consistent efforts to promote itself internationally. We must also preserve local flavors and products. We have a strong cuisine — we need to develop it further and present it in an appealing way to foreign tourists. It is important for the state to support family businesses and local farms that preserve authentic tastes. Greece and Italy provide good examples in this regard. We can build on their model, while following our own Bulgarian culinary and agricultural traditions.

Our country has excellent potential for tourism. We must take advantage of it and develop it with the support of the state.