Bulgaria Ski discussion board
Lack of Brand Bulgaria's Biggest Problem: Interview
Author:Mr M
posts : 206 (Intermediate)Date : 03-10-12 10:26Lack of Brand Bulgaria's Biggest Problem: Interview
Lack of Brand Bulgaria's Biggest Problem
Interview: with few cuts
Taken from Novinite.
.........
Q:How would you describe Bulgaria's tourism industry from your point of view as a consultant? What are its strengths and weaknesses?
The strengths are clear: various anthropogenic, natural resources, a very favorable geographic location, winter and summer tourism, a rich cultural and historical heritage, a traditional hospitality with great wines, and a delicious national cuisine.
The ...
Interview: with few cuts
Taken from Novinite.
.........
Q:How would you describe Bulgaria's tourism industry from your point of view as a consultant? What are its strengths and weaknesses?
The strengths are clear: various anthropogenic, natural resources, a very favorable geographic location, winter and summer tourism, a rich cultural and historical heritage, a traditional hospitality with great wines, and a delicious national cuisine.
The ...
Lack of Brand Bulgaria's Biggest Problem
Interview: with few cuts
Taken from Novinite.
.........
Q:How would you describe Bulgaria's tourism industry from your point of view as a consultant? What are its strengths and weaknesses?
The strengths are clear: various anthropogenic, natural resources, a very favorable geographic location, winter and summer tourism, a rich cultural and historical heritage, a traditional hospitality with great wines, and a delicious national cuisine.
The main weaknesses in Bulgarian tourism are the lack of brand definition for Bulgaria and the inability to work together. Professional organizations (hotel associations, restaurant associations, spa associations...) are not strong enough and are often created around one person/group and have more of a political goal. This prohibits democratic processes and development of the National Tourism strategy.
Furthermore, very often in Bulgaria, people do not know the difference between tourism and real estate business. They are only interested in a quick return on investment from real estate but tourism is a long-term investment. The industry should soon come realize that it is easier to attract an existing customer than to find a new one.
Q:What trends do you see in Bulgaria's tourism and hotel sector? Do you have observations – respectively, do you see major differences in the summer Black Sea tourism, the winter tourism, and the so called alternative tourism?
I cannot predict the future; however, it also depends on the development of the economic crisis elsewhere. I strongly believe that Sofia could become a more interesting place for tourism but they would need to start working in leisure tourism. The government and the hotels have yet to realize Sofia's great potential.
Some of the over developed markets (Sunny Beach, Bansko) have a positioning problem. Customers do not really know what to expect and there is a big difference between the hotels in terms of quality, entertainment, and services. The success of the next season also depends on the political stability in other markets. Bulgaria lost a lot of visitors from Central Europe and the UK but compensated them with Rumanians and Russians. For the further development of destinations, it would require a mix of tourists.
On the other hand, there are many opportunities in rural/alternative tourism. There are regions in the country which are unexplored, authentic, and culturally rich; this is exactly what people are looking for. Destinations like Hissaria, with their natural mineral water, should not miss this opportunity! Furthermore, the more historical regions (Veliko Tornevo ...) are not exploring their potential.
...
Q:Some of your services feature the audit of tourism destinations and drafting projects for tourism infrastructure. What are Bulgaria's greatest issues in these areas? Do you have specific examples you can mention?
As I already mentioned before, working together, working together, and working together. Kohl & Partner has extensive experience with many different destinations in the world and as a result, deal with many cultures but we focus mainly on the product and the target group, which need to be reached. A Master Plan is needed for the regions. Right now, the most important thing for Bulgaria would be that the internationally known brands (Bansko and Sunny Beach) recuperate and do not attract any more negative international news. A clear concept for the different levels of hotels and the control of the real estate business would be the solution.
Presently, I mainly focus on Health tourism and the Spa Business in Bulgaria. We will assist in the newly built cluster for health tourism in Bulgaria. In addition, Kohl & Partner is working at the moment, on a medical spa project and is searching for its Bulgarian client, a professional partner. This project has a great potential for our client, the country and us.
Q;What is it that Bulgaria needs to learn from Austria and the other European countries you are active in when it comes to your field of operation?
This is a very good question, especially since I am Swiss and working for an Austrian company in Bulgaria and in other Eastern European countries. Swiss and Austrians are probably the biggest competitors in winter tourism, and they successfully work together. We try to bring in our knowledge and experience; however, culture and language, is at times a handicap. So finally, we mainly help when clients want to get international attention and acquire new clients. We understand how to reach potential clients, and we have the necessary contacts to not only be consultants and but to also really help in operational matters.
Q:What are your plans for your Bulgarian operations? In other words – are you optimistic about the Bulgarian tourist sector and would you advise it to resort to consultancy services more often?
Personally, I like Bulgaria very much, it is my second home, and I will always keep a foot in the door. Professionally, it all depends on the future development of the country and the EU. In the last two years, Kohl & Partner limited its investment to a level which permits us to remain here.
Financially, I don't depend on Bulgaria, however; it is my personal goal to help this country progress. In regional development, I think Bulgaria is far behind most other countries, and I am very positive that this will change soon.
Interview: with few cuts
Taken from Novinite.
.........
Q:How would you describe Bulgaria's tourism industry from your point of view as a consultant? What are its strengths and weaknesses?
The strengths are clear: various anthropogenic, natural resources, a very favorable geographic location, winter and summer tourism, a rich cultural and historical heritage, a traditional hospitality with great wines, and a delicious national cuisine.
The main weaknesses in Bulgarian tourism are the lack of brand definition for Bulgaria and the inability to work together. Professional organizations (hotel associations, restaurant associations, spa associations...) are not strong enough and are often created around one person/group and have more of a political goal. This prohibits democratic processes and development of the National Tourism strategy.
Furthermore, very often in Bulgaria, people do not know the difference between tourism and real estate business. They are only interested in a quick return on investment from real estate but tourism is a long-term investment. The industry should soon come realize that it is easier to attract an existing customer than to find a new one.
Q:What trends do you see in Bulgaria's tourism and hotel sector? Do you have observations – respectively, do you see major differences in the summer Black Sea tourism, the winter tourism, and the so called alternative tourism?
I cannot predict the future; however, it also depends on the development of the economic crisis elsewhere. I strongly believe that Sofia could become a more interesting place for tourism but they would need to start working in leisure tourism. The government and the hotels have yet to realize Sofia's great potential.
Some of the over developed markets (Sunny Beach, Bansko) have a positioning problem. Customers do not really know what to expect and there is a big difference between the hotels in terms of quality, entertainment, and services. The success of the next season also depends on the political stability in other markets. Bulgaria lost a lot of visitors from Central Europe and the UK but compensated them with Rumanians and Russians. For the further development of destinations, it would require a mix of tourists.
On the other hand, there are many opportunities in rural/alternative tourism. There are regions in the country which are unexplored, authentic, and culturally rich; this is exactly what people are looking for. Destinations like Hissaria, with their natural mineral water, should not miss this opportunity! Furthermore, the more historical regions (Veliko Tornevo ...) are not exploring their potential.
...
Q:Some of your services feature the audit of tourism destinations and drafting projects for tourism infrastructure. What are Bulgaria's greatest issues in these areas? Do you have specific examples you can mention?
As I already mentioned before, working together, working together, and working together. Kohl & Partner has extensive experience with many different destinations in the world and as a result, deal with many cultures but we focus mainly on the product and the target group, which need to be reached. A Master Plan is needed for the regions. Right now, the most important thing for Bulgaria would be that the internationally known brands (Bansko and Sunny Beach) recuperate and do not attract any more negative international news. A clear concept for the different levels of hotels and the control of the real estate business would be the solution.
Presently, I mainly focus on Health tourism and the Spa Business in Bulgaria. We will assist in the newly built cluster for health tourism in Bulgaria. In addition, Kohl & Partner is working at the moment, on a medical spa project and is searching for its Bulgarian client, a professional partner. This project has a great potential for our client, the country and us.
Q;What is it that Bulgaria needs to learn from Austria and the other European countries you are active in when it comes to your field of operation?
This is a very good question, especially since I am Swiss and working for an Austrian company in Bulgaria and in other Eastern European countries. Swiss and Austrians are probably the biggest competitors in winter tourism, and they successfully work together. We try to bring in our knowledge and experience; however, culture and language, is at times a handicap. So finally, we mainly help when clients want to get international attention and acquire new clients. We understand how to reach potential clients, and we have the necessary contacts to not only be consultants and but to also really help in operational matters.
Q:What are your plans for your Bulgarian operations? In other words – are you optimistic about the Bulgarian tourist sector and would you advise it to resort to consultancy services more often?
Personally, I like Bulgaria very much, it is my second home, and I will always keep a foot in the door. Professionally, it all depends on the future development of the country and the EU. In the last two years, Kohl & Partner limited its investment to a level which permits us to remain here.
Financially, I don't depend on Bulgaria, however; it is my personal goal to help this country progress. In regional development, I think Bulgaria is far behind most other countries, and I am very positive that this will change soon.
re: Lack of Brand Bulgaria's Biggest Problem: Interview
Novinite.com interview with André Gribi, Managing Partner of Kohl & Partner Sofia EOOD, Hotel & Tourism Consultancy International
re: Lack of Brand Bulgaria's Biggest Problem: Interview
What an interesting interview! thanks for sharing. I totally agree with the first few paragraphs in particular. The lack of brand definition and also reluctance to build long term partnership agreements result in short term franchises and short returns at the expense of long term ones.
I have (on the whole) found Bulgarians very friendly and feel very at home in the country however on occasions I do find myself very much made to feel like an unwanted tourist which makes me very angry. I ...
I have (on the whole) found Bulgarians very friendly and feel very at home in the country however on occasions I do find myself very much made to feel like an unwanted tourist which makes me very angry. I ...
What an interesting interview! thanks for sharing. I totally agree with the first few paragraphs in particular. The lack of brand definition and also reluctance to build long term partnership agreements result in short term franchises and short returns at the expense of long term ones.
I have (on the whole) found Bulgarians very friendly and feel very at home in the country however on occasions I do find myself very much made to feel like an unwanted tourist which makes me very angry. I live in the tourist capital of the UK (Windermere) - an area where the main source of income is tourism. We need our visitors to survive in this region and particularly so during the offpeak times. I believe that visitors are made to feel very welcome here and if you walk into a hotel or restaurant you will be met by a smiling receptionist/waitress. That is not always the case in BG (although it is improving) It costs nothing to smile and the effects should not be underestimated. I know times are hard and pay is poor but trust me - you're far more likely to get tips if you work the charm on the punters!
Bulgaria (and in particular the area I am interested in, Pamporovo and district) has huge untapped resources. I would hate to see it as commercial as Windermere however I do feel that it has potential as a tourist destination outside of the ski season.
Pamporovo and Windermere do have some similarites. Occupancy is seasonal and drops dramatically out of season. There are mountains, rocks and lakes. The two area's do have certain similarities although we have no skiing here. There are mountains, rocks and lakes. There is beautiful landscape. Pamporovo has the weather advantage (less rain fall) and also has the spa benefits in the region.
I also support the call for the reduction in negative international news and control of the real estate section. Both are essential to ensure the development and growth of the Bulgarian tourism economy.
I have (on the whole) found Bulgarians very friendly and feel very at home in the country however on occasions I do find myself very much made to feel like an unwanted tourist which makes me very angry. I live in the tourist capital of the UK (Windermere) - an area where the main source of income is tourism. We need our visitors to survive in this region and particularly so during the offpeak times. I believe that visitors are made to feel very welcome here and if you walk into a hotel or restaurant you will be met by a smiling receptionist/waitress. That is not always the case in BG (although it is improving) It costs nothing to smile and the effects should not be underestimated. I know times are hard and pay is poor but trust me - you're far more likely to get tips if you work the charm on the punters!
Bulgaria (and in particular the area I am interested in, Pamporovo and district) has huge untapped resources. I would hate to see it as commercial as Windermere however I do feel that it has potential as a tourist destination outside of the ski season.
Pamporovo and Windermere do have some similarites. Occupancy is seasonal and drops dramatically out of season. There are mountains, rocks and lakes. The two area's do have certain similarities although we have no skiing here. There are mountains, rocks and lakes. There is beautiful landscape. Pamporovo has the weather advantage (less rain fall) and also has the spa benefits in the region.
I also support the call for the reduction in negative international news and control of the real estate section. Both are essential to ensure the development and growth of the Bulgarian tourism economy.
