Trip.com Group chairman and co-founder, James Liang, has met with Bulgarian Tourism Minister, Stela Baltova, to discuss further co-operation between the leading travel service provider and rising destination Bulgaria

The meeting took place at the Ministry of Tourism in Sofia, Bulgaria, and focused on areas of collaboration and opportunities for expansion between the two parties to promote the return of outbound tourism to the Balkan Black Sea destination.

As the parent company of Trip.com, Ctrip, Skyscanner and Qunar, Trip.com Group has been working to support destination partners in growing their audience reach, enhancing their marketing proficiencies to build recognition and drive inbound tourism.

Trip.com Group
Trip.com Group chairman and co-founder, James Liang, recently met with Bulgarian Minister of Tourism, Stela Baltova, to discuss further co-operation

“Bulgaria is a unique destination with a rich history and culture, and we’re excited to build on our relationship.,” said Mr Liang. “With Trip.com Group’s global supply chain and strong brand partnerships, we are in a great position to help European destination partners’ leverage our platform and audience to support their growth.”

Minister Baltova added: “It was fantastic to meet with Mr Liang to discuss potential co-operation with Trip.com Group and further expedite areas of collaboration. We look forward to working together to promote and boost Bulgaria as a global travel destination, inviting global travellers to experience all that our wonderful country and thriving tourism sector has to offer.”

Sunrise at Bolata Bay, Bulgaria

In 2019 already, Trip.com CEO, Jane Sun, met with Bulgarian President Rumen Radev to seek mutual contributions to the tourism industries of both China and Bulgaria, while also voicing hope that Trip.com Group and Bulgaria would continue to work together and promote cooperation in the travel industry.

Greater numbers of Chinese tourists travelled to Central and Eastern European countries in 2019, and according to Trip.com Group’s statistics, represented a three-digit growth over same period in 2018. 

In the first half of 2019, the bookings for vacations to Bulgaria on Trip.com Group increased 500% year-on-year – 89% of those travellers spent more than seven days in Bulgaria, showing that in-depth cultural trips to Bulgaria are gaining in popularity. 

Bulgaria's countryside is a big drawcard for Chinese visitors
Vacha Reservoir, Bulgaria – photo by Ivan Nedelchev / Unsplash

With such strong pre-pandemic travel figures, and Europe showing signs of recovery, there is major potential for Bulgaria to capture pent-up travel demand.

Utilising its strong brand portfolio and global network, Trip.com Group is strategically developing its presence across Europe and supporting destination partners in preparation for the revitalisation of global travel.


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