Hoteliers on the Southern Black Sea coast report a 30% decline at the start of the summer season, with some properties receiving their first guests only at the beginning of July. According to Veselin Nalbantov, deputy chairman of the Bulgarian Hotel and Restaurant Association (BHRA), the industry is now implementing discounts and promotional offers to stimulate demand.
Factors influencing the slow tourism start
Industry representatives point to several variables affecting the season. Nalbantov noted that the European football championship has likely suppressed tourism numbers, as many people prefer to stay at home and watch the matches. Additionally, Nalbantov emphasized that the state needs to implement necessary reforms, though he expressed optimism that the summer season will conclude successfully.
The Bulgarian Hotel and Restaurant Association reports that while some isolated examples of high pricing—such as the “truffle tarator”—have surfaced, these cases are not representative of the sector, where a normal tarator is available for 2 euros.
Strategies for recovery and pricing
To address the current situation, businesses are focusing on service improvements and price reductions. Nalbantov stated that hotels are offering significant reductions to attract tourists. While acknowledging that some market participants are engaging in speculative pricing, the BHRA representative maintained that these instances are not indicative of the entire sector.
The current 30% decline reflects a difficult start. The industry’s pivot toward offering discounts suggests that hoteliers are focusing on improving service and offering discounts, with the final assessment to be made at the end of the season.
What happens next for the season
The industry is now entering its strongest period, and stakeholders are hoping to narrow the gap created by the slow start. Operators are looking toward the end of the season to perform a final assessment.
Frequently Asked Questions
Why is the start of the summer season considered difficult?
According to the BHRA, the season began with a 30% decline, with some places seeing their first guests arrive only in July.
What are hoteliers doing to attract more tourists?
Businesses are introducing significant price reductions and promotional offers, while also focusing on improving the quality of service.
How does the European football championship affect tourism?
Veselin Nalbantov stated that the tournament has resulted in fewer tourists, as many people prefer to stay home to watch the matches.
Do you believe that price-based promotions are enough to compensate for the slow start to the summer season?