National Tourism Cluster “Bulgarian Guide” is a non-governmental, non-profit cluster organization, based in Sofia and is active in the fields of sustainable tourism development and cultural heritage valorization. As a Destination Management Organisation active and promoting the sustainable tourism development our role was empowered by sharing knowledge and capacity building of stakeholders, and this is thanks to all the transnational and international initiatives we took part in, whether as a leader or as a partner. We developed research and branding strategies, networked with universities, schools, local entrepreneurs, and cooperated with ICT businesses to set up online platforms for improving the soft and digital skills of the stakeholders and their target groups.

Our mission is linked to the needs of the tourism related SMEs and the “seeking” tourists as well as the implementation of innovative approaches and digitalization of the tourism services. The Cluster becomes a valuable bridge between the tourism business sectors with representatives of its various developments on the one hand and the end users of tourism services on another. Furthermore, it supports the development of effective dialogue with the national and local authorities, as well as with the educational institutions and non-governmental organizations in the tourism sector aiming the sustainable and responsible developments of the tourism in Bulgaria.

The cluster objectives are (based on our registration document) are:

• Promotion of Bulgaria as unique tourism destination, offering specialized (complex) tourism packages and services to “seeking” tourists;
• Implementation of a joint innovative technology for interactive and integrated promotion of the tourism services, provided by the Cluster;
• Attracting a larger share of Bulgarian and foreign tourists, looking for the different, authentic and personal experience;
• Improving market positions of the specialized Bulgarian tourism product at international level;
• Joint actions in the field of marketing and advertising in Bulgarian and foreign media and promotion of the services for “seeking tourists” in the global affiliated network of organizations, dedicated to the sustainable tourism development;
• Supporting its members in their various activities.