Bulgaria eyes cycling tourism boost with Giro d’Italia

Bulgaria has a real opportunity to position itself as an attractive destination for cycling tourism by hosting the prestigious Giro d’Italia race, it was confirmed during a meeting between Caretaker Tourism Minister Irena Georgieva and Italian Ambassador to Bulgaria Marcello Apicella.

The talks focused on opportunities for developing cultural and sports tourism in Bulgaria, the Tourism Ministry said in a press release, CE Report quotes BTA.

Minister Georgieva emphasized that hosting Giro d’Italia in Bulgaria will provide the country with visibility before an audience of millions. The route of the first three stages of the race passes through various destinations, including Nessebar, Burgas, Veliko Tarnovo, Plovdiv, and Sofia - cities that combine cultural heritage and natural attractions.

According to her, interest from Italian tourists in Bulgaria remains steady, aided by good connectivity by air. The Ministry is already working on a large-scale communication campaign to promote the event - featuring outdoor advertising, radio broadcasts, and partnerships with Bulgarian National Television, Bulgarian National Radio, and BTA, which is preparing a special series on the route and the included destinations.

Ambassador Apicella highlighted the global reach of Giro d’Italia, which attracts hundreds of millions of viewers worldwide. In his view, this presents a strategic opportunity for Bulgaria to showcase its tourism potential on the international stage.

The Italian Embassy will contribute by organizing exhibitions, cultural initiatives, and expert meetings focused on cycling and sustainable mobility. “This is not just a sporting event, but a platform that connects nations, cultures, and traditions,” said Apicella.