SHERIDAN, WYOMING – Mar 2, 2025 UN Tourism has solidified its partnership with the Republic of Bulgaria through an official visit, including key meetings with political leaders and the appointment of football legend and philanthropist Hristo Stoichkov as its newest Ambassador.
Official Visit and High-Level Meetings
The UN Tourism official visit, led by Secretary-General Zurab Pololikashvili, was welcomed by Prime Minister Rosen Zhelyazkov. The visit included high-level meetings with the Ministries of Tourism and Foreign Affairs. Discussions centered on how UN Tourism can support the further growth and diversification of Bulgaria’s tourism sector, with a focus on cultural, culinary, and wine tourism. In an official meeting with President Rumen Radev, both parties concentrated on supporting tourism education and increasing investment in the sector, with UN Tourism committing to publishing guidelines for international investors.
Secretary-General Pololikashvili commended Bulgaria for its dedication to responsible and inclusive growth. He stated, “The Republic of Bulgaria has established itself as one of Europe’s most exciting tourism destinations. With UN Tourism, its focus on education and training and growing investments into the sector will serve as the solid foundations for long-term sustainable growth, both in urban centres as well as rural communities.”
Stoichkov Appointed Special Ambassador for Sports Tourism
In Sofia, UN Tourism officially appointed Bulgarian sports legend Hristo Stoichkov its newest Special Ambassador for Sports Tourism. Throughout his career, Stoichkov represented Barcelona Football Club, won the Golden Boot at the 1994 World Cup, and played in Italy, Saudi Arabia, and the USA. Since retiring, he has dedicated himself to philanthropy and supporting youth empowerment through sport.
As a Special Ambassador, Stoichkov will help advance UN Tourism’s efforts to grow sports tourism as a driver of inclusive opportunity and economic diversification. He will also leverage his influence and insights to promote tourism education in schools globally, making the sector a key pillar of opportunity for young people.
Wine Tourism and Education at the Forefront of Growth
The UN Tourism leadership also met with Miroslav Borshosh, Minister of Tourism of Bulgaria, to sign a Letter of Intent for future cooperation. With Bulgaria’s entry into the Schengen Zone at the start of 2025, which is expected to increase arrivals, both parties will collaborate to grow and direct investments into Bulgaria’s tourism sector, a key priority for UN Tourism and its Member States in Europe and worldwide. The discussions explored the potential for an Investment Forum to be held in Bulgaria, recognizing its regional leadership.
The enhanced collaboration will also prioritize education and continued training in the sector. The growing importance of spa tourism was also discussed, recognizing the country’s natural resources. Furthermore, to support diversification and rural development, the two parties agreed that the 9th edition of the UN Tourism Global Wine Tourism Conference will be held in Plovdiv, with the date to be confirmed.
Strengthened Partnership Between UN Tourism and Bulgaria
Meetings with the Ministry of Foreign Affairs, led by Minister Georg Georgiev, similarly explored avenues for strengthening cooperation and enhancing tourism as a pillar of growth for the country and a tool for regional cooperation and peace.
In recognition of his work to support Bulgaria, Secretary-General Pololikashvili was awarded the Order of SS Cyril and Methodius, first class, by the Head of State.
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