A separate stand was allocated for Azerbaijan at the cultural tourism exhibition in Bulgaria

The 21st International Cultural Tourism Exhibition is being held in the Bulgarian city of Veliko Tarnovo. According to the city's mayor, Daniel Panov, who spoke at the opening, cultural tourism has become an important part of the country's tourism sector over the past twenty years, and this exhibition has played a key role in its development.

More than 40 municipalities, cultural institutions, tourism destinations, tour operators and tourism information centers are participating in the event. Individual stands present tourism opportunities and cooperation with Azerbaijan, China and the Serbian city of Niš. Within the framework of the program, a professional meeting on the topic "China–Bulgaria Tourism 2026", a discussion on tourism in the context of global changes, and culinary tastings are envisaged.

Panov stated that the current tourism season has been difficult and considered it necessary to focus more attention on Bulgarian tourists in 2027. He emphasized that hotel, restaurant and spa prices should be more affordable, and that affordable packages for young people and students, as well as easier access to museums and heritage sites, should be ensured.

The exhibition was established on the initiative of the Veliko Tarnovo municipality, is organized jointly with the Ministry of Tourism and with the support of the Ministry of Culture, and is part of the country's annual national tourism advertising program. Since the exhibition's inception, universities and vocational schools have implemented programs in cultural tourism; municipal cultural calendars have helped promote local crafts, traditions, cuisine and tourism opportunities.