Bulgaria Serbia IPA Cross-border Programme, CCI Number 2007CB16IPO006 MARKETING STRATEGY

Transcription

1 MARKETING STRATEGY FOR PROMOTING THE BUSINESS POTENTIAL OF THE BULGARIA SERBIA CROSS-BORDER REGION Districts: in Bulgaria Vidin, Montana, Sofia, Pernik and Kyustendil In Serbia Zaječar, Nišava, Pirot, Jablanica, Pčinja January

2 The marketing strategy has been produced with the assistance of the European Union through the Cross-Border Programme CCI No 2007CB16IPO006. The contents of this document are the sole responsibility of subcontractor Market Links LTD and can in no way be taken to reflect the views of the European Union or the Managing Authority of the Programme. Translation in English: ArteDoc Ltd. 2

3 TABLE OF CONTENTS TABLE OF CONTENTS... 3 INTRODUCTION... 5 SITUATION ANALYSIS... 8 DEFINING MARKETING OBJECTIVES IDENTIFYING SPHERES, PRODUCTS AND SERVICES SUITABLE FOR GENERAL MARKETING SWOT ANALYSIS OF THE SPHERES OF JOINT MARKETING Proposal 1: Positioning and presenting the cross-border region as a set of opportunities 16 Proposal 2: Tourism as basic means of livelihood and potential for development of the cross-border region Eco / Nature tourism Nature and research Tourism ornithology, research on flora and fauna Cultural tourism Balneo and SPA tourism Trekking Cycling HUNTING Fishing Adventure tourism Golf Rural tourism Scientific tourism Proposal 3: Agriculture

4 Beekeeping Conventionally grown fruit and vegetables Livestock breeding Forestry / Game farms Fisheries and aquaculture Sericulture Proposal 4: Trade, investments, business development COMMUNICATION STRATEGY Communication channels Target groups of communication strategy Communication channels and means. Effectiveness in their perception among the target markets of the project Efficacy in the perception of communication channels among the target markets of the region. Building the cross-border region s own brand Indicative plan for implementation of communication and reporting of its effect in the course of the execution of the project for promotion of the region Ideas for promoting specific services and products FACTORS, MEANS AND WAYS FOR REALIZING THE MARKETING STRATEGY General provisions and factors for execution of the marketing strategy Activities, means and ways for achieving the marketing objectives Monitoring and assessment of implementation results Organizations and persons who could participate in the realization of the marketing strategy

5 INTRODUCTION This marketing strategy was developed for the execution of the project In Search for Economic Reviving and Development: Preparation for Joint Promotion of the Cross-Border Region Business Potential which addresses the needs of economic development in the border areas Vidin, Montana, Sofia, Pernik and Kyustendil Bulgaria, and Bor, Zaječar, Nišava, Pirot, Jablanica, Pčinja in Serbia. The project is co-financed by the European Union through the IPA Bulgaria Serbia Cross-border Cooperation Programme, and is implemented by the Public Policies Watchdog Forum (Sofia, Bulgaria), the Contemporary Society foundation (Botevgrad, Bulgaria), and the Centre for Development of the Districts Jablanica and Pčinja (Leskovac, Serbia). The project aims to support the economic recovery and development in the cross-border region with Serbia, by allowing joint advertising of the business potential and investment opportunities in the cross-border region. The specific goals of the project are: 1. To identify opportunities for cooperation and economic revival of the cross-border region; 2. To identify common products, services and areas of interest to investors, so that they could be used in further joint advertising of the region; 3. To provide information on the state of the workforce and to identify areas where further qualification or professional training are needed in order to meet the future demand for workforce in the cross-border region; 4. To encourage and facilitate communication among small and medium enterprises. A marketing strategy must be developed within the project whose main purpose is to contribute to the consolidation of the efforts of the public and the private sector and of all interested parties and persons in the two cross-border regions to develop its business and social potential. In particular, the strategy should achieve the following specific objectives: To make a situation analysis based on conducted empirical studies and a secondary information analysis; To define marketing objectives; To identify areas of cooperation and respective marketing concepts based on ideas generated from the conducted studies and analyzes; To make a SWOT analysis of each area of cooperation with regard to their common marketing; 5

6 To identify potential customers and target groups suitable for addressing the concept; To offer marketing product placement; To develop a Communication strategy and a Promotional plan; To identify measures, tools and approaches for the implementation of the marketing strategy. Based on the above objectives, this marketing strategy follows the respective steps. The strategy is based on studies carried out within the project to collect primary and secondary data, on the secondary information analyses made, and on the inter-regional meetings for exchange of best practices. A total of 100 in-depth interviews were conducted throughout all project-covered districts among opinion leaders in local communities and decision makers on cross-border cooperation. The study aimed to verify the hypotheses made on the basis of desk research and analyses of the business potential of the two cross-border regions, as well as to identify new opportunities and areas for cooperation, products and services that can be marketed together. Marketing strategies development is an established approach to planning and setting longterm goals and perspectives in the development of any organized and open structure and is thus a factor in achieving stability and prosperity in its functioning and activities. Usually the marketing strategy is an element of the business management of the processes of developing and supplying products to customers. Over the past 10 years, however, a practice was introduced for the marketing of significantly more abstract and wide-ranging products whole nations or states, for example. Yet, in these cases, PR concepts are predominantly used. Creating a marketing strategy of a cross-border region is much more complicated, because, on the one hand, it needs to combine the approaches of promoting certain large social formations and territories (such as regions, districts, cross-border region as a whole), and on the other hand, to identify and propose specific products and services developed or potential, that are similar for the regions and which may be introduced to certain markets. To a great extent, the marketing strategy of the cross-border region acts as a development strategy for the region because it identifies new opportunities for joint marketing and outlines the steps, measures and means by which they can be achieved. The different thing is that it considers the opportunities and the assets real and potential in view of communication, positioning and realization among certain target groups of consumers i.e. in view of their release to the public space called the market. To achieve the maximum effect of the developed marketing strategy, it should be adequately presented to all interested parties and should be promoted before a wide public. For this purpose, it will be presented at the closing conference on the results of the project On a 6

7 Quest for Economic Revival and Development: Preparation for Joint Promotion of the Business Potential of the Cross-border Region. Through the development of a marketing strategy and its official presentation, the strategic direction of action, goals and means to achieve them will be defined, which could become the basis of effective cooperation and partnership between all stakeholders in the cross-border region. 7

8 SITUATION ANALYSIS Available information and conducted studies show that, to a great extent, the region of the Cross-border Project is homogeneous with regard to issues that must be resolved, and with regard to opportunities that can be used. The population has a similar mentality and language, demographic structure and educational level. Problems such as migration to larger centers and depopulation, underinvestment in road and water supply infrastructure, lack of modern professional qualifications and sufficient employment are observed on both sides of the political border. The fastest growing business areas in the studied region are the cultural and nature (mostly mountainous) tourism, but the natural and geographic as well as the social conditions also allow the development of: cycling; recreation (spa and balneotherapy) tourism; rural tourism; scientific and business (conference) tourism. Other areas that are more advanced and potentially rich in opportunities are related to traditional regional crafts, as well as agriculture and forestry: bio-farming of fruit and vegetables; livestock-breeding; bee keeping and production of honey and honey products; hunting and fishing; picking and/or growing herbs and berries. Services that can be developed in addition to the main products are: restaurants; development of common websites of neighboring regions in Bulgaria and Serbia; sericulture; building markets for the realization of local produce; public auto transport between the two countries; development of new tourist routes on both sides of the border; renovation of existing and construction of new tourist sites; 8

9 renovation of existing checkpoints and establishing new ones; production of energy from biomass; promoting the yoghurt feast (e.g. in Trun village). Proposals for the practical implementation of cross-border cooperation products and services provided by survey respondents: Preparing brochures, catalogues, offers, details on interesting tourist sites and routes that are both in Bulgarian and Serbian language; Establishing a common structure for the offered services and products; Implementing youth exchange between the neighboring districts as well as general support for their inclusion in the labor market; Establishing a website in Bulgarian and Serbian with information about historical, cultural and natural landmarks on both sides of the border; Organizing excursions on an exchange basis; Restoring traditional agriculture production of vegetables, fruit, wine, sugar beet, a honey packing plant; Organizing a bilateral meeting between tourist organizations and companies; Organizing festivals common for both states brass music, folklore workshops, culinary, religious, etc. Provided the first realization of the respective event is successful, it would have a certain potential to turn into a tradition and to be held each year, thus becoming an international market attraction; Increasing cooperation between youth organizations and organizing visits of youth groups to landmarks along different routes and themes; Establishing information centers in different regions of the two countries to provide information to tourists on cultural, historical and natural landmarks that could be visited; Establishing connections between Bulgarian and Serbian tourist agencies and tourist exchange; Sports tourism connecting sports clubs in the regions and organizing and promoting common tournaments; Implementing trainings for applying for EU programs in cross-border regions where there is a shortage of consulting expertise; 9

10 Organizing bilateral meetings between businessmen and entrepreneurs from both sides as well as promoting the interest of outside investors through regular conferences, seminars and different forms of business tourism. The following organizations and institutions can have a major contribution to the success of the cross-border cooperation between Bulgaria and Serbia: local authority, municipalities; district administration; Bulgarian Chamber of Commerce and Industry, Chambers of Commerce and Industry in the border region, Regional Western Chamber; relevant ministries of regional development, sports, economics and tourism; community reading centers; NGOs, like: Zveno, Pirot, Pautalia, Local initiative groups, like Trun, Evromodel, etc.; local sectoral associations agriculture, tourism, fishing and hunting, etc. Results of field studies show positive attitudes of opinion leaders, local producers and businessmen, as well as of the overall population. Regarding cooperation in tourism, construction, entrepreneurship and culture, not only are there positive attitudes on a conceptual level, but they are also expected, thus initiating projects for the general promotion of the cross-border region will improve relations between the two countries and will contribute to the implementation of multiple inter-regional projects and partnerships. The revitalization of the region and the development of its potential is a common goal of both local authorities and businesses, so as to provide stable employment, more investments and optimal deployment of local resources. However, the following negative factors can be mentioned: different economic objectives of the two countries at a strategic level; burdensome administrative procedures of local authorities; likelihood of not attracting funds for the project; lack of trained human resources; deteriorating business environment; lack of focused effort. Also, the main barrier to date is the lack of coordinated action at local level for promoting the products and services developed or suitable for development in the border areas of Serbia and Bulgaria. The lack of direct financial investment is seen as a major problem in most key areas 10

11 of activity. Other important factors for unsuccessful or inadequately fulfilled projects to date are: Obsolete and deteriorated infrastructure that plays a role mainly in the field of culture, recreation and mountain tourism and to a lesser degree in the field of beekeeping, industrial production of fruits and vegetables, and agriculture; Shortage or complete absence of national or regional support policies manifested relatively equally in most areas with the exception of traditional crafts and production of organic vegetables and fruit; shortage of human resources is a general obstacle to the development of tourism, agriculture and traditional crafts; insufficient support from local authorities, which hinders mainly cultural and nature tourism, but can also affect other areas with a potential. DEFINING MARKETING OBJECTIVES Based on the information gathered from the studies, the following marketing objectives were defined: Identifying and communicating to the precise segments the most promising products of the region, which can become the engine of economic growth; Developing the concept of joint initiatives in key activity areas; Establishing recognizable brands for the region as a whole and for proposals in the specific areas of cooperation; Developed and validated complex tourism products; Developing a unified communication platform a general website for the region to demonstrate all its features; Developing a unified information system for sites offering some services, description of accommodation facilities, transport, etc., accessible through the website; Developing communication tools; Optimizing the utilization of accommodation facilities; Developing new and attractive additional services; Building working information centers; Establishing a network of organizations that deal with cross-border cooperation and which would provide on-the-spot information; 11

12 Creating new partnerships with foreign tour operators and travel agencies to attract more foreign tourists; Increasing participation in tourism fairs and exhibitions; Improving the promotion of activities and events, products and services within the region; Increasing the familiarity of the Bulgaria-Serbia cross-border region on the external and the internal market; Increasing the familiarity of individual proposals as specific services and products offered in the cross-border region Bulgaria-Serbia; Increasing the general and specific training of all people in the region engaged or planning to engage in tourism and customer service; Increasing the tourist flow in the cross-border region. In a broader perspective, the implementation of the marketing strategy is expected to produce results that are related to the overall development of the region: Increased investment (domestic and foreign) in tourism, industry and infrastructure; Increase of the number of jobs among the local population; intensification of trade in the region and beyond; Development of successful partnerships with travel agencies to attract tourists from other areas of Bulgaria and Serbia and from abroad; Increase of the productivity of local agriculture and aquaculture; Harnessing the untapped potential of natural, human and cultural resources of the region; Revitalization and development of local traditional crafts. IDENTIFYING SPHERES, PRODUCTS AND SERVICES SUITABLE FOR GENERAL MARKETING According to the European Convention on Transfrontier Cooperation between Territorial Communities or Authorities (the so called Madrid Convention) a transfrontier cooperation is any concerted action designed to support and encourage neighborly relations between territorial communities or authorities in regions that share a border. Transfrontier cooperation is seen as a factor in reducing the adverse effects induced by the boundaries by: 12

13 improving the living conditions of the population through more intensive exchange of goods and services in one or more areas of life (cultural, social, economic, etc.); inclusion of isolated or remote national areas; improving cross-border environmental protection and management of shared natural resources. In recent years there has been an intensive process of regional integration and cooperation in Europe (which can be seen on the European map of border and cross-border regions), which is partly due to EU policies and programs to stimulate this process. In Bulgaria there is also an activation of this process including in the cross-border region that is the subject of this project. Empirical and desk research provides evidence of a number of actions as well as initiated and implemented projects aiming to revive communication between people in the two border regions of Bulgaria and Serbia and stimulate joint actions leading to their economic revival. Furthermore, within the investigated territory there are four registered Euro regions, which are members of the Association of European Border Regions (AEBR): Nišava (Pirot, Babušnica, Dimitrovgrad, Bela Palanka, Kostinbrod, Bozhurishte, Dragoman, Slivnitza, Godech, Svoge); Sofia-Niš-Skopje ; Morava-Pčinja-Struma ; Stara Planina (town of Belogradchik, town of Berkovitza, town of Chiprovtzi, village of Chuprene, village of Georgi Damyanovo, town of Godech, town of Varshetz, and on the Serbian side town of Dimitrovgrad, town of Zaječar, town of Knjaževac and town of Pirot). In widespread notions collaboration and cooperation are usually associated with intensification of interaction between people of the border regions, especially through more active exchange of goods and services and, in rare instances, through joint activities in the establishment of a product or service, and not with the phase of their marketing. Marketing or supply and placement of similar products and services are usually associated with their competing on the market. Joining their efforts to offer goods and services on the international market is a relatively new concept that gradually, with the realization of its synergic effect, enters and is approved in the attitudes of neighbors in the region. The idea of joint offering of goods and services as well as joint efforts to promote the cross-border region Bulgaria Serbia as a whole is at the heart of this marketing strategy. Through the survey conducted among opinion leaders and the business potential analyzes made in the two border regions, four main areas of cooperation were identified that could be 13

14 marketed both as complex as a bouquet of opportunities within the cross-border region Bulgaria Serbia, and also as relatively independent (for each state) because they have their own specific target groups: Tourism is seen as the area with the greatest potential and opportunities for most rapid implementation due to available natural-geographic and cultural conditions in both countries. Natural, cultural, balneo and spa tourism and sports tourism have the most resources at the moment, but there is potential for development of rural and scientific tourism. Agriculture is an area in which cooperation is not yet developed, but could, due to the presence of factors that would contribute to this. Trade as an area of cooperation is still far too underdeveloped due to objective reasons arising from the different EU status of the two countries, but with the forthcoming accession of Serbia as a member, the situation will become significantly more favorable. Cooperation in science and innovation is an area which is currently being developed with very low rates, but which has a potential, and, according to the participants in this research, it is important in a long-term strategic plan. 14

15 Fig.1. Spheres of collaboration most suitable for joint marketing Agriculture Rural tourism Eco-tourism Culture Balneo and spa Sports Tourism CBR Serbia Bulgaria: a set of opportunities Trade Business tourism Scientific Science and innovations 15

16 SWOT ANALYSIS OF THE SPHERES OF JOINT MARKETING Proposal 1: Positioning and presenting the cross-border region as a set of opportunities Analyses on both sides of the cross-border region show that it has great potential and numerous opportunities for development. The complex offering is one of the approaches suitable for the marketing of products and services in it. For this purpose a branding and promotion of the region as a whole must be made by a single concept and communication platform. This idea lies at the heart of this marketing strategy and, respectively, of the communication strategy. Strong points of the concept: advantages Opportunities of the region are presented in all their diversity through a unified approach and under a single brand, which provides the following benefits: Much more economically favorable considering the much smaller costs of advertising and advertising media; Efforts focus and concentrate on creating a single image; The development of one sector or the positive impressions from specific aspects would influence beneficially other aspects and sectors. Weak points: barriers and disadvantages It is difficult to identify specific unique advantages of the entire region; Communication may sound too general; Uneven development in regions and settlements; Negative impressions from one of the elements or aspects of the proposal may affect others. Opportunities Target groups Target groups to whom the promotional efforts for the region s marketing can be directed are distinguished in two main aspects: Business and non-business potential clients; 16

17 Internal for the region (Bulgarians and Serbs) and external (residents of other countries). Target groups have different needs and thus proposals and messages to them should be different. Non-business clients are interested mainly in different types of tourism services that are available or could be developed within the region: eco/nature tourism, cultural tourism, cycling, balneo and spa, hunting and fishing and rural tourism. Among business clients three main types can be identified depending on their needs: Interested in the purchase or sale of goods and services in the region; Potential investors in a production to be organized in the region; Organizations and individuals interested in joint activities aimed at supporting the entities and processes of economic development in the border areas. Information that will be provided to both groups is different in level of specificity and communication style. Messages to non-business clients must be emotionally and visually intriguing and reflecting the opinions of other users, i.e. stylized advertising. Information aimed at business clients must be factually more accurate based on statistical and other data presented briefly and concisely. Positioning Positioning aims to create an image of the object in the perception of target groups that has to be associated with certain inherent positive traits. They may not be distinctive and unique, but they can be communicated and reinforced in the minds of consumers as such. Analyses and in-depth research made of the potential of the cross-border region have determined that there are three intriguing aspects that could be the basis for the region s positioning: Uniqueness because of its diversity and purity, nature; Unfamiliarity of the region, its unpopularity, secretiveness, mysticism on the one hand and on the other its accessibility; Many undiscovered opportunities; Focus on the relationship between Bulgaria and Serbia. Positioning ideas can be combined, for example, to combine the idea of unfamiliarity and various options: 17

18 the unknown/undisclosed/unexplored Europe; the unknown Balkans a variety of options. Positioning through natural resources should be focused on three main advantages: uniqueness; diversity; accessible location. Positioning statements that could be used in advertising messages: Unique nature at your fingertips ; Natural treasure at hand ; The cross-border region of Bulgaria and Serbia the unknown/undisclosed/unexplored Europe. Positioning through the wealth of undeveloped (and even undiscovered) opportunities can be transmitted by messages like: The unknown Balkans a diversity of opportunities ; Bulgaria and Serbia with no borders. Positioning statement for Bulgaria: Unique in its diversity. Proposal 2: Tourism as basic means of livelihood and potential for development of the cross-border region The analyses of the business potential in the studied areas on both sides of the Bulgarian- Serbian border confirm the hypothesis that tourism in all its variants is the most suitable sector for joint marketing. It can be developed and offered separately as a set of services offered in the border region. Strong points: advantages Unique nature and diverse and interesting natural landmarks on both sides of the border; Nature in a preserved form, located in Europe, is in itself a pull factor; Relatively easy accessibility available road infrastructure and proximity to major population centers with airports and other public (railway and bus) transport is an advantage that is essential for the formation of a tourist flow; 18

19 Location of the two countries the Eastern Mediterranean route that connects Northern, Central, and Western Europe with the Adriatic, the Aegean, the Mediterranean Sea and Asia Minor passes through both countries; Small distances between sites is also a good prerequisite for the formation of attractive and relatively easy mass tourism routes; The cross-border region is located on the territory of one of the oldest countries in Europe and as it has been inhabited since ancient times, it has a rich cultural and historical heritage. Its territory houses cultural monuments of national and global significance; The small population of the region in this case is an advantage for the development of eco-tourism, although it is not a good basis for other types of tourism; The presence of already developed programs and service packages from different municipalities in the cross-border region consistent with previous EU programs. Serbia and Bulgaria are similar in many ways, both regions have a strong potential to be used. Expectations for positive results of tourism development were observed in both border regions: to stop the migration of the rural population, to encourage the recruitment of young people, to help food producers to sell their products at higher prices. Over the past few years there has been good communication and exchange of best practices between the two countries, which is a good sign for the continued development of crossborder cooperation. Weak points: barriers and disadvantages The conducted study revealed problems that currently constitute serious barriers to tourism development: The presence of a border that is an EU border on the Bulgarian side (and will be a Schengen border) is currently one of the major obstacles for routes with transitions between the two countries to be offered to nationals of countries that are not EU members. With the EU accession of Serbia this problem will be eliminated; In general, the region has good transport accessibility but requires additional investment in road infrastructure and public sewage, treatment plants and tourist infrastructure. Lack of investment and activities in building and improving the existing infrastructure would be an obstacle to regional development; Tourism is expensive and requires large investments before dividends start paying off; 19

20 Not a densely populated region although this is an advantage in one respect for the development of eco-tourism, on the other hand, the dilapidated and deserted villages on both sides of the border make a bad impression on tourists from more developed countries who have higher standards with regard to tourism conditions; Unpreparedness of the local people to deliver quality tourist services; Lack of habits and traditions to offer tourist services underdeveloped customeroriented behavior; Passive and pessimistic attitude of the local population on both sides: in the opinion of some respondents in Serbia, there are far more important issues than tourism development, such as migration of young people and rural depopulation. They do not appreciate the opportunity to solve these problems through tourism development; Lack of specialists and qualified personnel in tourism another significant problem. Nature tourism may not bring high profit because it often attracts low-income tourists as young people and seniors who use to a small extent or do not use at all the services and products of the local population; Seasonal service - in the winter and part of spring and autumn tourism is considerably weaker; In the last years the interest of Serbian tourists to Bulgaria as a tourist destination has decreased significantly due to various reasons; Lack of business players, especially stable and strong ones; Lack of project sustainability each change of government leads to change of local government and of the people involved in various projects under operational programs, and, hence, this leads to the termination or delay of projects and to uncertainty in business; Negative attitude towards cooperation with Bulgaria was reported in some of the interviews with opinion leaders on the Bulgarian and the Serbian side. The main reason for this is the insufficient support from the local authorities of both countries. Opportunities Tourism is the sector where most respondents see many unused opportunities to develop the potential of the cross-border region. The sources of income for the population can be formed through the following services: travel agent services organization of logistics and tour guides, etc.; accommodation in hotels, hostels and guest houses; 20

21 transportation services; host, cultural and entertainment service to provide comfort and a pleasant stay; tour guide services; sales of locally produced food and beverages; sale of souvenirs. Combining tourism products in theme packages could increase the flow of tourists. The ability to offer different types of tourism allows a variety of combinations of products/services and attracts different target groups. Combining can be done in several ways: By tourism types: balneotherapy with sightseeing of cultural and historical sites, nature tourism with visits to historical sites, business tourism with spa and/or cultural tourism; Providing general routes for one type of sites located on both sides of the border: for example, tours of several lakes, several natural and cultural attractions, etc. Developing alternatives to compensate seasonal decline, such as organization of fairs, seminars, trainings, workshops in local crafts, alternative agriculture and construction. Even if tourist visits on both sides of the border cannot be combined because of the border, promoting landmarks across the border and offering a package price or discounts can lead to increased interest in the CBR and its landmarks. Threats The unbalanced development of this branch is fraught with several threats: With the influx of many tourists concentrated in certain areas, nature may get polluted and lose its unique advantage purity, peace, privacy and tranquility, which are rare and attract tourists from developed countries. This is a threat that cannot be controlled as nature tourism is not organized and predictable; A possible rapid increase in the flow of tourists could not be handled by the local population with regard to accommodation and catering. Target groups Tourism is one of the unique industries that can attract tourists with different sociodemographic characteristics and interests: Internal for the region (Bulgarians and Serbs) and external (citizens of other countries); Different age groups students, working-age people, seniors; Families (with or without children) and individual tourists; 21

22 Tourists interested in different kinds of tourist services; Low-income tourists (youth and seniors) and wealthy ones. Eco / Nature tourism The beautiful and varied scenery picturesque locations, caves, prehistoric rock paintings, bizarre rock formations, rivers, waterfalls and other water bodies are the main features of the region and a premise for the creation of a unique image of the cross-border region Bulgaria Serbia, which could become the basis for its Unique Selling Proposal. There are certain favorable conditions for development of tourism in the districts. The eleven studied regional districts have a unique natural beauty. Their preserved nature is one of the strong points that can be used in tourist offers. The nature of this region is characterized by a great diversity of flora and fauna, and is an important part of the abundant and diverse European natural heritage. The area is full of natural attractions that start as a string of pearls at the Danube and descend to the Southern territories of Serbia and Bulgaria. Among the most important landmarks on both sides of the Bulgarian-Serbian border are: Bulgarian side - Belogradchik Rocks - Ledenika cave - Magura cave - Rabishko lake - Kostenski waterfall - Borov Kamak waterfall - Skakavishki waterfall - Albotin rock monastery - Chuprene reserve - Vitosha nature park - Gabra reserve - Tzurna Reka reserve - Trun gorge - Ritlite - Kutinski pyramids Serbian side - Đerdap gorge with Golyam and Malak Kazan - Stara Planina national park - Raykova cave - Zlotska (Lazareva) cave; - Bogovinska cave; - Sićevačka Klisura national park - Venerina Padina national reserve - Đavolja Varoš (Devil s Town) natural phenomenon - Vlasinsko lake - Radan mountain 22

23 Target groups Internal for the region (Bulgarians and Serbs) and external (citizens of other countries); Different age groups students, working-age people, seniors; Families (with or without children) and individual tourists; Tourists interested in different kinds of tourist services; Low-income tourists (youth and seniors) and wealthy ones. Nature and research Tourism ornithology, research on flora and fauna This type of tourism is very specific and could not be developed into a mass product unless combined with other types of tourism as nature tourism. The ability to make nature and scientific observations, however, must be communicated and used to create a more attractive image of the CB region. Cultural tourism Located on the territory of one of the oldest countries in Europe and inhabited since ancient times, the region naturally has a rich cultural and historical heritage. On the territory of Serbia, starting from the Đerdap gorge to the North, which is the cradle of a prehistoric Mesolithic and Neolithic civilization (about BC), all the way to Tzarichin town to the South, there are a number of important archaeological sites, monuments and places of special interest. Of the 20 archaeological sites of great importance for Serbia, six are located in the region: Rudna Glava center of early prehistoric mining, Gamzigrad in 2007 it was listed in the UNESCO World Heritage List, Lepenski Vir with its stone sculptures and ruins of temples it is one of the largest and most important archaeological sites of Mesolithic and Neolithic times, Mediana (Roman Mediana) archaeological park settlement from Roman times, Tzarichin town archaeological site of the 6 th century and one of the important Byzantine towns in the interior of the Balkans, Trajanova Tabla a marble block (board) placed upon the completion of the construction of the Danube Southern Roman road, and many others. In Bulgaria there are 4947 immovable cultural assets, 219 of them are registered to be of national importance, 1 of global importance, 2 reserves and sites of local importance. The territory is the successor of a settlement tradition dating eight millennia back and has a rich cultural heritage. Some of the most famous cultural and historical sites are: Baba Vida fortress the only entirely preserved medieval fortress in Bulgaria, the Kale fortress one of the best preserved Roman forts in the country, the remains of the ancient Roman city of Montanesium, the eight Thracian tombs on the territory of Georgi Damyanovo municipality, 23

24 the Urvich fortress with its rare rock inscription dedicated to the final battle of Tzar Shishman with the Ottomans, the ancient furnaces for melting metals near the Yazovinite location, the Krakra fortress, the Rila Monastery listed in the UNESCO World Heritage List, with a library of about 250 manuscripts of the centuries, 9000 incunabula, notated manuscripts, Renaissance graphic prints and more, the rock church Vuvedenie Bogorodichno and several other Orthodox churches, monasteries, fortresses and ancient settlements. Besides architectural, historical and religious monuments, cultural tourism acquaints tourists with the ethnic characteristics of the region lifestyle, clothing, traditions, customs, music, crafts and cuisine. Learning about life, clothing, traditional crafts of the local population can be done through historical and ethnographic museums on the territory of the region. In district towns on both sides of the border region there are historical museums with an ethnic section. In part of the settlements there are even separate independent ethnographic museums. Traditions, customs, and folklore are preserved to this day by the numerous amateur groups in community culture centers. Traveling to taste different dishes is a very nice and alternative way to vacation. Culinary tourism is a relatively new phenomenon, but the interest in it is growing. This is evident from the European Commission's intention to put forward the establishment of a Register of European Culinary Heritage. In Bulgaria and Serbia this type of tourism is still not very popular, but there is both potential and future in it. Strong points: advantages Great wealth of architectural and historical monuments and museums that house historical and ethnographic exhibits; The sites and museums are developed and have been welcoming tourists for years; On a relatively small territory, there is a variety of ethnic specificities folk costumes, folklore elements, food, crafts; Relatively easy access to historical and ethnographic sites located in urban areas or in close proximity; Small distances between sites opportunity for making suitable package offers; Positive attitude and willingness of local authorities to develop the region; Specific, developed packages/routes according to other operational programs related to cultural tourism; Experience gained in other projects for cross-border cooperation in the field of cultural tourism; 24

25 Traditions in some municipalities for organizing international festivals, concerts and events; Trained human resources tour and museum guides. Weak points: barriers and disadvantages Poor condition of roads between Bulgaria and Serbia; Neglecting the role of tour operators in organizing cultural and sports events and programs to attract tourists; Lack of initiative by authorities (local/central) and professional organizations; Lack of institution/organization to manage/control the process there are developed programs for cross-border cooperation, but they are in the hands of different organizations; Lack of national and/or regional support policies; Lack of craftsmen who know the local traditional crafts and are able to continue the traditions by training others. Opportunities Combination of tourism products offering a variety of combined packages, like: architectural and historical sites of the same historical periods; sites from different historical periods; different types of tourism spa and cultural; nature, historical and cultural; historical and musical, etc. Income sources from cultural tourism can be formed through the following services: Visiting tourist sites cultural monuments, museums; Organizing folk festivals music, kukeri feasts, gatherings; Organizing style music festivals folk, rock, jazz; Organizing thematic music festivals of duduk players, of accordionists, etc.; Organizing ethnic festivals of the Shopluk area, of the Trun area, of the Vlach area, etc.; Reenactment of historical events; Organizing craft festivals introduction to crafts, organizing working groups (workshops); 25

26 Organizing culinary tourism learning about the traditions and specifics of the local cuisine, specific dishes; Organizing thematic events associated with a particular food product/dish/drink yogurt, banitza, wine, honey, cherries, etc.; Organizing religious (pilgrimage tourism); Celebration of Christian and pagan holidays (gatherings, Christmas, Easter, etc.); Organizing holidays associated with natural events feast of mineral water, spring feasts; Youth exchange school and university students. Packages must be of different time duration in order to meet the requirements of the individual (unorganized) tourists and those using the services of travel agencies and other organizers. This is related to the possibility for tour operators and sellers of tour packages to organize and coordinate their activities with the transportation of tourists. The time duration of the packages can be: One-day excursion tours (within 24 hours, no accommodation) a trip or a visit to an event; Tours of more than one day: o Short weekend for tourists from the settlements in the border Bulgarian- Serbian zone and for tourists from Europe traveling by plane; o Long weekend related to big Christian and official holidays that last several days Christmas, Easter, Gergyovden (day of St. George) for tourists from Europe and the world; Tours (tourist) of many days: o 5-7 days participation in various unorganized or organized trips associated with different types of tourism, also based on one-week charter airline vacations organized for one location or circuitous tours. Double center (tourist) convenient for organizing stationary tourist recreational programs associated with different types of tourism, using one center on the territory of a municipality in Bulgaria and one center in a municipality in Serbia. They can be respectively two or three weeks long. Threats As a whole, threats are the same like in the analysis of tourism. 26

27 Target groups Tourists who come to the region to explore the historical sites high and low income tourists from Europe and beyond, of different ages, with and without children; Tourists from the scientific community students, teachers, independent historians, researchers; Tourists who come to the region for rest and treatment balneo, spa and relaxation, who would seek opportunities to acquire or enrich their knowledge of the region; Tourists interested in music, folklore and ethnic events; Folklore (children and adults) ensembles, individual and group musicians. Balneo and SPA tourism The invaluable wealth of the region are its thermal mineral and geothermal springs with proven curative properties, so one option for business success and long-term sustainable development of the entire region is the investment in balneo and spa centers offering a complex, high quality and comprehensive service that can become a hallmark of the region. The territory of Serbia has over 1000 cold and hot mineral springs. Outside the Pannonian basin, the natural springs with geothermal hot water above 15 C are 160. Some of these springs are used in balneo and spa tourism: Sokobanja, Vranjska Banja, Niška Banja, Sijarinska Banja, Brestovačka Banja, Zvonacka banja, Banja Topilo, Dag banjica, Gamzigradska Banja, Lukovska Banja, Prolom Banja. The Bor district has thermal mineral waters at Brestovačka Banja. The settlement is located 9 km away from Bor and there are 10 thermal springs with temperature 32 C 42 C degrees, suitable for drinking and treatment of the musculoskeletal system, chronic diseases of joints and bones, muscular injuries, diseases of the nervous system, lumbago and chronic gynecological diseases. On the territory of Zaječar district there are several mineral springs Sokobanja, Gamzigradska Banja and Banja Nikoličevo. Sokobanja is located 400 meters above sea level on the banks of the river Moravica between the mountains Ozren and Rtanj. Thanks to the thermal springs and the favorable climate, Sokobanja is one of the most popular spa resorts. The abundance of mineral springs attracts people who need treatment for diseases such as chronic bronchitis, bronchial asthma, psycho neurosis, hypertension, chronic rheumatism, and chronic fatigue. The thermal springs in Sokobanja are among the most radioactive in the country. There is a total of six such springs. The water temperature varies between 28 C and 45 C. 27

28 The Gamzigradska Banja resort has the largest number of mineral springs, which have a temperature of 38 C 43 C. The waters of Gamzigradska Banja have a beneficial effect in the treatment of diseases of the peripheral blood vessels and lymphatic system, connective tissue disease, joint and extra-articular rheumatism, problems of the vestibular apparatus, orthopedic diseases and traumatic conditions, disorders in childhood, neurological and gynecological diseases. In Nikoličevo there are nine thermal springs with water temperatures in the range of 19 C 28 C and a total flow of about 20 l/sec. The water is suitable for the treatment of chronic rheumatic conditions such as polyarthritis, ankylosing spondylitis, arthritis, spondylosis, fibrositis, myositis, and panniculitis. Nišava District is the area with the largest number of mineral springs in eastern Serbia. The mineral water in the village of Topilo springs from 18 sources. It has a temperature of 34 C. It is suitable for drinking and for therapeutic and spa treatments. It helps in the treatment of rheumatic diseases and diseases of the nervous system, chronic bowel disorders, inflammation of the gall bladder, the kidneys and the excretory system. In Niška Banja there are three mineral springs. In addition to its water, Niška Banja is known for its radon vapors and healing mud used for therapeutic purposes. Niška Banja offers treatment for diseases of the musculoskeletal system, respiratory, neurological, metabolic, cardiovascular and gynecological diseases. Lukovska Banja is famous for its large number of springs with different composition and water temperature. The water is not suitable for drinking because it is a highly alkaline, but influences very well diseases like rheumatoid arthritis, ankylosing spondylitis, gout, osteoporosis, and gynecological diseases. The natural Prolom water belongs to the very rare waters with balneology values. This is a natural mineral water with a low content of soluble minerals and high alkalinity (ph 8,5-9). Thanks to its high alkalinity, the Prolom water has a beneficial effect on kidney, stomach disorders and diabetes. In the Pirot district there is the curative spring Zvonacka banja. The water temperature is 28 C and the flow rate is 9 l/s. This water treats: diseases of the musculoskeletal system, nervous disorders (neuralgia, neurasthenia, vegetative neurosis), high blood pressure, peripheral circulation disorders, rheumatism, menopausal symptoms, inflammation of the eyes. Pčinja district is known for its Vranjska Banja it has seven mineral springs, four of which are used for spa therapy Goreshta Voda (36.5 C), Snezhnik (17 C), Ezeroto (27 C ) and Slatina (14 C). The treatment is performed in the Specialized Merkur Hospital, which has modern medical equipment for diagnosis, prevention and rehabilitation of diabetes, diseases 28

29 of the bone and joint system, diseases of the digestive system, chronic gynecological diseases, diseases of the excretory system. Sijarinska Banja in the Jablanica district has 18 mineral springs, which are located at a distance of 800 meters and all have different physical and chemical composition and temperature (32-72 C). A unique hot water geyser erupts every 10 minutes. The treatment is performed in a Specialized Rehabilitation Hospital Geyser. In Sijarinska Banja are treated diseases of the musculoskeletal system (various types of rheumatism, arthritis, spondylitis, conditions after injuries), sciatica and lumbago, gastric and intestinal diseases, diseases of the urinary system, of the liver, gynecological diseases, lung diseases, diabetes, conjunctivitis. In Bulgaria there is a wide variety of natural thermal springs over 200 locations characterized by high or relatively high water temperatures and varying amounts of the ions of elements such as Na, Ca, Fe, Mg, S, depending on the area in which they are located. About one fifth of the thermal springs are located in the border region with Serbia. Most are situated in plains, foothills and mountain areas with an altitude of about 1300 m, and have exceptional healing properties. A deposit of highly mineralized thermal waters was found on the territory of Vidin district, in the village of Slanotrun. According to experts, the spring is one of the most healing in Bulgaria. Its water is compared to the water in Karlovy Vary and other world balneo resorts. The flow rate of the spring is 405 liters per second; the water temperature is 42 C and has a pungent odor of sulfur. The water is suitable for the treatment of rheumatism, skin diseases, diseases of the upper respiratory tract and lungs, gastrointestinal diseases, movement disorders and injuries of the musculoskeletal system. For more than 20 years now the spring has been impounded by a concrete layer with a thickness of several meters that repels local investors. Mineral springs are the most valuable natural resources in the district of Montana. The warm springs in Varshetz municipality town of Varshetz and Spanchevtzi village, are of national importance. They are used to treat cardiovascular diseases, diseases of the central and peripheral nervous system, endocrine and metabolic diseases, diseases of the musculoskeletal system, diseases of the gastrointestinal tract, recuperation after a stroke, etc. The mineral waters of the two springs have a temperature of 37 С - 38 С. Warm mineral springs, which could be economically significant, are located in the village of Burzia, and also in the villages of Borovtzi and Zamfirovo, Berkovitza municipality In Sofia district there are several fields of thermal mineral waters. In the municipality of Dolna Banya the geothermal spring has a flow rate of 17 l/sec and an untapped potential. The initial temperature of the water is C. The waters are suitable for the treatment and prevention of diseases of the musculoskeletal system and post-traumatic conditions, of the respiratory and nervous system, gynecological and skin diseases, secondary anemia, problems 29

30 with metabolism as well as for drinking, but only for the prevention of caries because of the high fluorine content. The hypothermal mineral spring in the Byalata Voda locality is with a flow rate of 1 l/sec and a temperature of 26 C. It is used for drinking and balneo prophylaxis. The other fields of mineral waters are on the territory of Kostenetz municipality Kostenski Mineralni Bani, Momin Prohod, Belchinski Bani and Pchelinski Bani. The mineral water near Kostenetz village has a temperature of 47 С and considerable capacity - 12 l/sec. It is slightly mineralized, hydrocarbonate, sulfate-sodium, with a slight fluorine content and a small amount of radon, with a very low total water hardness. It is suitable for the treatment of diseases of the musculoskeletal system, the peripheral nervous system and gynecological diseases. The mineral water near the town of Momin Prohod is hyperthermal 64 С, slightly mineralized (0,960 mg/l). It is suitable for the treatment of diseases of the upper respiratory tract and the lungs, musculoskeletal system disorders, diseases of the central and peripheral nervous system, skin diseases. It also has an anti-allergic, anti-inflammatory, immunoprotective and a generally restorative influence. The mineral water from Belchin Banya village, Samokov municipality is hyperthermal - 41 С, slightly mineralized. It is suitable for drinking balneotherapy and balneo-prophylaxis of gastrointestinal diseases, hepato-biliary diseases, metabolic diseases, renal and urological diseases, joint diseases, diseases of the peripheral nervous system, and many others. Pchelinski Bani are located at about 2 km of Pchelin village. The mineral water flows from its spring at a temperature of 72,8 C and is one of the hottest in Bulgaria. It is suitable for the treatment of diseases of the musculoskeletal system, the peripheral nervous system, gynecological and skin diseases; it activates the metabolism, stimulates healing in joint and muscular diseases, helps with respiratory, allergic, skin, stomach and endocrine health problems. Pernik district has thermal mineral waters in the village of Rudartzi and the village of Dolni Rakovetz. The mineral water at Rudartzi village meets the requirements for bottled natural mineral, spring and table waters for drinking purposes. This type of water influences the renal and excretory system, the liver and biliary system, and the gastrointestinal tract, There is no health facility that uses thermal waters from this field. No certificate and/or balneo assessment have been issued for the mineral waters from the Dolni Rakovetz field. The mineral water field, however, is included in the list of mineral water fields designated as health resort resources. There is no data on the quality of the water in the field. 30

31 Table mineral water in the village of Banya is at a constant temperature of 18 C, and its mineral composition is close to the composition of the famous Evian water. Because of its good taste, it is bottled and marketed under the brand name Thorn Spring. One of the landmarks of the town of Breznik is the famous iron mineral water springing from the south side of the Burdoto forest park in the Leskov Dol locality. It was awarded a gold medal at the World Exhibition in London in 1907 and has high medicinal properties. Kyustendil district is also rich in thermal mineral waters. A geyser with a temperature of о С is located in Sapareva Banya, and the Kyustendil thermal waters have a temperature of about 73 о С. The water has a very beneficial effect on stomach and respiratory diseases. There are two mineral springs in the village of Nevestino. They impact favorably mainly the gastrointestinal tract, the hepato-biliary system and the renal and excretion systems; they are also helpful in allergic diseases. Part of the capacity of the thermal springs has been used for years for treatment and consumption. Springs where there are spa and balneo facilities are: Varshetz, Spanchevtzi, Burzia, Slatina, Borovtzi, Zamfirovo, Sofia, Dolna Banya, Kostenski Mineralni Bani, Momin Prohod, Belchin, Pchelin, Kyustendil, Rudartzi, Dolni Rakovetz, Trunska Bankya, Breznik, Kyustendil, Sapareva Banya, Nevestino. Others, such as the spring at the village of Slanotrun (Vidin), are encapsulated and expect investors. Strong points: advantages A number of thermal and geothermal springs with proven curative properties on both sides of the border; Relatively easy accessibility road infrastructure and proximity to major population centers with airports and other public transport is an advantage that is essential for the formation of flow of tourists; Built facilities for balneo and spa tourism; Balneo and spa tourism can be very lucrative as it attracts not only pensioners whose share in Europe is growing, but also high-income active travelers who would like to diversify their stay with a visit to historic and natural sites; Settlements with mineral springs are relatively small in size, providing peace and quiet for tourists; Small distances between sites (settlements with mineral springs and archaeological sites), which is a good prerequisite for the formation of attractive package offers; Associations for cross-border cooperation between Bulgaria and Serbia and between Bulgaria and Macedonia. 31

32 Weak points: barriers and disadvantages The thermal springs are not fully utilized; Need for substantial financial investments to utilize the thermal springs; Lack of wastewater treatment plants; Lack of public sewerage network in smaller settlements; Insufficient number and capacity of the built balneo and spa sites; Much of the existing spa facilities are outdated as a concept, buildings, equipment and package of services offered; Old sites of socialist times cannot be replaced by the newly built small family type hotels due to insufficient space, which creates discomfort too many beds on account of lack of remaining space, small pools, insufficient landscaping and so on; Inadequate medical, physiotherapy and rehabilitation staff; No public facilities and amenities in smaller tourist places (e.g. Momin Prohod) dirty, unaesthetic and sometimes overbuilt environment, neglected natural vegetation are repugnant to tourists; Lack of entertainment for the guests therefore attendance is mostly on weekends for a very short rest; Inadequate or complete lack of communication with the neighboring regions. Opportunities The income sources from balneo and spa tourism can be formed through the following services: Medical services examinations, tests with medical apparatuses, consultations, treatment with electro, light, ultrasound, and laser equipment; Balneo treatments baths, whirlpools, solariums; Massages; Body treatments thalassotherapy, regenerating, mineralizing, detoxifying, mud, wellness and spa treatments; Ayurveda therapy face and body; Face and body treatments with high-tech cosmetics; Relax sauna, steam bath, swimming pool, Jacuzzi; 32

33 Wellness procedures infrared sauna, Roman bath, ice room, Kneipp paths, showers and benches; Yoga; Fitness; Dentistry and Aesthetic Dentistry; Beauty treatments. Tourist services in a variety of packages combining balneo treatment, refreshing spa procedures and a large selection of additional tourist activities can attract more and more diverse groups and make their stay longer and more entertaining. In order to meet the requirements of different types of tourists, tourist packages of different duration should be offered. The time duration of the packages can be: One-day excursion tours (within 24 hours, no accommodation) suitable for tourists from the internal market, from nearby settlements; Tours of more than one day: o Short weekend for tourists from the settlements in the border Bulgarian- Serbian zone and for tourists from Europe traveling by plane with a weekend package; o Long weekend related to big Christian and official holidays that last several days Christmas, Easter, Gergyovden (day of St. George) for tourists from Europe and the world; o days participation in various unorganized or organized trips associated with different types of tourism, also based on one-week charter airline vacations organized for one location or circuitous tours. Suitable for tourists from distant destinations. Double center (tourist) convenient for organizing stationary tourist recreational programs associated with different types of tourism, using one center on the territory of a municipality in Bulgaria and one center in a municipality in Serbia. They can be respectively two or three weeks long. Settlements with mineral resources can be focused on specific recreational tourism for the elderly by creating services and facilities for long-term or permanent residence and treatment. Some hotel owners who cannot attract a sufficient number of tourists for their normal functioning have shifted to contracts with health funds and retirement homes. This is a market niche that will become increasingly important in view of the ever-increasing mass of elderly 33

34 people with good income. There are some examples of migration of Japanese pensioners to Taiwan, and there is an interest towards Bulgaria by German and Israeli investors, etc. Threats This type of tourism is not hiding any specific threats other than those discussed above for tourism as a whole. Target groups Potential clients: On the domestic market: in addition to the residents of the region, a very important potential group are the residents of larger cities on both sides of the border; On the foreign market, the tourists from Europe, Russia, Japan, China, the U.S., Israel, Brazil have with the largest potential; Balneo tourism can be addressed to people with diseases of all age groups, with special focus on the elderly, including lower-income population; Spa tourism can be addressed top high-income active travelers of all ages, with and without children, who would seek exclusive approach and a certain degree of comfort in accommodation; The concept of long-lasting or permanent residence and treatment of the elderly should be specially designed and targeted. Sports tourism Sports tourism includes: hobby tourism, adventure tourism, trekking, cycling, horse riding, hunting and sports fishing, tennis, golf, rafting and more. These are mostly joint activities initiated by municipalities in both countries. Trekking Trekking is the most affordable and mass form of tourism. It can be implemented in the Bulgarian and Serbian mountains, particularly attractive for this purpose are Ruy, Viskyar, the Balkans, Vitosha. Summer and winter tourist routes are marked in the mountains. There is infrastructure cottages, tourist chalets, mountain lodges, tourist homes and hotels. All cross-border municipalities have built and marked eco trails for reaching natural attractions by foot. The longest trail in Bulgaria is on the ridge of the Balkan from Kom peak, near the border with Serbia, to Emine cape on the Black Sea. That's about 650 km, which takes 34

35 between 20 and 25 days. Many fans of speed mountain marathons (the record for now is 5 days and 17 hours) use this route. There are interesting eco trails in Chiprovtzi to the waterfall, in Trun municipality the Gorge, Pernik to Kladnitza, Lozen Mountain, in Bankya, the Vasov eco trail between the villages Bov and Zasele and others. In Belogradchik there is a route made on Midzhur peak with the idea of using it for racing and climbing. Within a common project, Trun municipality and the municipality of Dimitrovgrad in Serbia are organizing a joint climbing of the Ruy peak. Strong points: advantages Eco-trails in all municipalities; Established traditional relations between municipalities, creating traditions to visit natural and cultural attractions; Mass participation in events organized by both sides; Opportunity for one-day visits; Participation in joint projects to organize trekking tourism by municipalities in both countries. Weak points: barriers and disadvantages Infrastructure is built through projects and after completion the municipalities have no means for maintenance; Municipalities have no means for sustainable development of the mass events held according to projects; There is no information and publicity. The established information centers are not properly staffed and work only during major events; The border location of the region is a prerequisite for a relative isolation due to insufficient transport links, which is an obstacle to the mobility of large groups; Problems created by the border crossing regime. Opportunities Applying with sustainable development projects; Opening of procedures for improving infrastructure and servicing routes built by private companies, which will ensure project sustainability; 35

36 Involvement of other municipalities, organizations and companies outside the region as event co-organizers; Making a roadmap to indicate routes to each municipality; Opportunity to organize trekking on a competitive basis, with a possibility to receive bonuses and prizes for visiting the largest number of sites; Organizing the celebration of feasts, festivals, etc. Threats Lack of stakeholders; Mistreatment of infrastructure deliberate destruction of eco trails, benches, gazebos, etc. Target groups Local authority; Business; The population from the region and the country. Cycling Cycling tourism is a multifaceted activity, a combination of tourism, mode of transport, a sport and a hobby. According to a survey among experts of the Enterprises and Industry General Directorate with the European Commission, annually within the EU there are 2.8 billion cycling tours, and in Bulgaria they are 12.1 million (0.43% of the total amount). The majority of cycling tours in Bulgaria are carried out during the day a total of 12 million, and only are those which include an overnight stay. Cycling tourism is one of the types of tourism that can be successfully developed within the border region Bulgaria Serbia. Strong points: advantages Presence of a recognized need on a European and national level for the development of cycling tourism the EC is developing a large-scale project to stimulate cycling tourism in several European countries, creating a biking route Eurovelo 13 The Iron Curtain Trail. The new cycling route will be 6592 kilometers long; it will start from the Barents Sea and will reach the Black Sea. It will cross 12 EU countries, including Serbia and Bulgaria where it should cover a total of about 2000 km in the Southeastern part of the Balkans (StrategIC). It is worth 100 thousand Euros and is implemented with the financial support of the Enterprises and 36

37 Industry General Directorate with the European Commission. The grant is according to the scheme ENT/TOU/10/611 Promotion of Cycling Tourism in the EU as a Means of Sustainable Tourism Development. The idea is for the route to be developed to provoke the interest of bike tourists from all over Europe. Simultaneously, conditions will be created to promote our historical heritage of the Cold War, the local natural and cultural attractions, as well as to support the development of tourism in border regions. The route passes through the Green Belt territories the largest network of natural habitats in Europe, linking national and natural parks, biosphere reserves and cross-border protected areas. There are national policies and strategies for the development of cycling tourism as part of alternative tourism in both countries Bulgaria and Serbia. There are already local cross-border projects aimed at the development of cycling tourism Bulgarian-Serbian cross border project Mount a Bike, which promotes mountain biking and cycling tourism in the Western Balkans. Funding is by the CBC Programme Bulgaria Serbia. The territory of the cross-border region has several developed routes, one of which is Belogradchik Dаbravkа /Prauzhda Granichak/Salash Prauzhda. A project has commenced to create conditions for cycling around the gorge of the Erma River in Trun. The route will be about 4-5 km long. An information center and a souvenir shop are planned to be built. In addition there will be bikes for rent. Bathrooms and toilets are also included in the plan. Weak points: barriers and disadvantages According to organizations working in the field of cycling tourism, currently there are many problems that hinder its development. The most important are: Lack of regulations for route marking; Small number of border crossing points to neighboring countries; Inability to transport bicycles on public transport; Parts of the route coincide with busy roads; Neglected roads near the border; Lack of tourist services in some areas. Opportunities Creating more clubs for cycling fans; Organizing tours; Establishing cycling routes; 37

38 Organizing professional and amateur competitions; Combining this type of tourism with others cultural, nature and research, spa. Threats Lack of a sufficient number of stakeholders. Target groups Cycle tourism is aimed at several user groups: Cycling tourists on long distances, with mostly road or touring bikes. They overcome great distances of hundreds to several thousands of kilometers between several countries; Long distance cycling tourists organized by a tour operator; Cycling tourists using parts of the cycling route for short trips of 1-5 days; Trekkers and others using parts of the route in a predominantly natural environment and visiting landmarks on the route along the border. HUNTING Hunters are one of the most organized interest groups in the border region. Until 1989 Bulgaria had a leading position in Europe in the management of large game and is one of the most desired destinations for hunting by foreign hunters. The region has the following breeding sections: Etropole, Dobrina Lom, Dubnika Vratza, Pravetz- Brusen Botevgrad, Studen Kladenetz Pernik, Vitinya Botevgrad, Iskar Samokov. Hunters have obligations to protect the environment and organize events of afforestation, feeding and protection of animals. Hunting companies from neighboring border settlements help each other in organizing activities for protection of the environment and the game fund. Strong points: advantages Hunting traditions and organizations; Many active participants in the region. Built local structures and organizations; Traditional contacts that have evolved into friendship and good neighborly relations; Mass participation in events organized by both sides; Established organization that helps for the information to reach every member of the hunting party. 38

39 Weak points: barriers and disadvantages According to official statistics of recent years, despite an increase in the number of hunters, revenues from hunting farms have decreased almost twice; Lack of initiative for participation in projects to fund operations; In Bulgaria artificial game breeding is blocked by economic conditions and the change in the system of game management, as well as by the decentralization of structures and management of hunting reserves; The change in structure and methods of use of agricultural crops has led to modification of the wildlife habitat in just a few days large areas become completely unfit for habitation by wild animals; The illegal gathering of mushrooms, herbs, berries, and the presence of many tourists and equipment (ski slopes, lifts, cabins, hiking trails, etc.) has pushed the game from areas where there are favorable conditions for its development. Opportunities Organizing events of afforestation, feeding and protection of animals to accompany rural tourism and to attract new members; Developing accompanying businesses by production of hunting clothes, hunting gear, animal feeders, sanitary accessories for animals, etc., which is an untapped niche; Opportunities for synergy between the activities of the hunting groups in terms of environment protection and nature tourism, through activities carried out free of charge forest inventory, game feeding, etc., which have the potential to develop new activities and businesses of showing animals; Applying with projects for development and protection of hunting resorts; Organization of hunting events with international participation of third parties, exhibitions, seminars, conferences, etc.; Development of trophy organization and trophy tourism; Synergy between hunting, nature, rural, fishing and other types of tourism. Threats Inclusion of people without the necessary hunting qualifications; Poaching; Logging; 39

40 Environmental pollution; Mass attendance of large groups of people and displacement of animals; Inadequate agricultural activities replacement of traditional cultures with other cultures that are unusual for this region, chemical spraying, etc. Target groups Local authority; Business; Citizens, members of hunting groups and hunting-fishing unions; Hunters from other countries. Fishing In both countries fishing has traditions and many supporters, but tourism in this field is mainly developed through individual visits. Unlike Bulgaria, on Serbian territory there are numerous sports fishing competitions and this activity is increasingly attracting tourists from other countries. Very popular are the Joca and Prelevac lakes for pike fishing. The 19 th European Sports Fishing Championship was held in Novi Sad. There are sports fishing events at the water basins almost every weekend. Serbian athletes are world champions in float fishing. In Bulgaria there are sports fishing water basins providing this type of tourism. Among them is the Shatrata water basin in Pravetz. Currently canoe sports fishing is being developed on the rivers of Bulgaria. In May 2014 a World Spinning Cup will take place on the Chepelarska river. Strong points: advantages lakes and rivers; Many supporters on both sides; Established traditional contacts between fishermen from neighboring border municipalities that have evolved into friendships and good neighborly relations in respect of individual visits; Much of the population engages in fishing as a means of recreation and hobby. Weak points: barriers and disadvantages Lack of initiative for the development of business activities in the field of fishing; Lack of initiative, association, participation in projects, organizing of local events; 40

41 Fishing is still an individual event used for relaxation and minor dietary needs; Fishing is not seen as an attraction and business opportunity; The opportunities for accompanying activities alongside fishing that can be successful products and business ventures are not utilized. Opportunities There is a potential for joint activities throughout the region. For example, Erma river is one of the cold rivers for trout fishing at the start of the fishing season. The river springs from Serbia and enters Bulgaria at Strezimirovtsi checkpoint. It passes by Trun, and then flows into the ravine. It flows out of Bulgaria to Serbia again near one of the most dilapidated villages in the region Petachintzi. Part of the fish descends from Serbia, where fish stocking is much more regular compared to Bulgaria; Organizing sports fishing events; Development of business in the field of fisheries; Synergy between fishing and other business areas: different types of tourism, agriculture, food industry and others; Applying for projects; Preparing a map with fishing opportunities and routes. Threats Pollution; Poaching and hunting with illegal means; Draining of lakes; Administrative obstacles relating to contracts for the use of water reservoirs. Target groups Local authority; Business; Individuals engaged in fishing; Fishing clubs, sports associations, sports federations leading to synergy canoeing, etc. 41

42 Adventure tourism Adventure tourism is an area that attracts many young people. In recent years these are the activities enjoying an increased interest on the tourism market. The Adventure Tourism and Trade Association unites more than 750 responsible and profitable companies, tour operators and media from over 60 countries, aiming to develop a sustainable and equitable tourism worldwide. Over 10 joint tourist destinations with an adventure character have been developed in the cross-border region according to various projects. According to the Alternative Tourism Association, 2013 is expected to reflect a growth of 5-6% compared to 2012, while the geography expands. This growth is formed mainly by foreigners, but the trend for growing interest on the part of Bulgarian tourists is also preserved. The municipalities organize adventure clubs of mostly young people, which are not registered organizations, but informal groups with an interest in this type of tourism. These groups connect and organize themselves on the Internet and are the main customers for various organized attractions. Many young people start businesses in the field of alternative tourism. Informal structures are also created in Serbia. For some of the sports in both countries there are federations, but they are based on mass events. The most popular attractions include: rafting, horse riding, rope jumping, canoeing, paragliding, gliding. In 2010 and 2011 the rafting Euro Cup was held on the river Nišava, Serbia. Trainings in competitive rafting are also held there, and Bulgarians participate in them too. Events with Bulgarian participation are held on the River Lim in Bijelo Polje, Serbia. The most visited place for adventure tourism in the border region in Bulgaria is the river Struma. A CBC project of the municipality of Pernik envisages Development of Adventure Tourism with Visits to Natural Phenomena in Pernik. Repairs are planned for the municipal building in Bosnek village to turn it into a tourist information center. There will be photographic, film and geological expositions, and also an artificial climbing wall. The center will be training mountain climbers and cavers and will also be mapping routes for tourist visits to the caves. The synergy in this type of tourism takes place in the so-called green homes. Their owners strive to provide attractions for tourists, creating conditions for sporting events like riding, climbing, and more. Bulgaria has offered reliefs for these small enterprises, which, if adopted, will facilitate the increase of the number of participants in this type of tourism. Strong points: advantages Availability of conditions, natural landmarks, rivers, cliffs, off roads; 42

43 Opportunity for joint participation in projects; International support and assistance the International Association supports the development of local associations by providing know-how and promoting activities; Synergy with other tourism sectors. Weak points: barriers and disadvantages Expensive equipment and participation fees; Municipalities do not support the initiatives of young people with the provision of land; No information services and mass advertising. Advertising is for the most part focused on the ones already interested; The border location of the region is a prerequisite for its relative isolation due to inadequate transport connections, which is an obstacle to the movement of people without a transport of their own; Problems created by the border crossing regime; Fear of injury. An established opinion of risk and insufficient security for the practice of various activities. Opportunities Development of internationally adopted destination for alternative and adventure tourism; Construction of green villages ; Opportunity to combine different types of activities and sectors; Opening procedures for assigning the infrastructure and service of built attractions to private companies, ensuring project sustainability; Development of the Western Balkans, which are currently popular only with Belogradchik; Organizing events for cleaning the environment, rivers, etc., as part of the activity; Inclusion of young people; Applying for projects for development of activities; Making a road map marking the attractions to each municipality. 43

44 Threats Lack of traditions; Seasonality of most sports; Expensive equipment and establishing conditions for security. Target groups Golf Young people; Local authority; Business; The population from the region and the country. In recent years golf has a marked strong development in Bulgaria. In the cross-border region there are three golf courses Sveta Sofia, Ihtiman and Pravetz. A fourth course, Ibar, is built near Dolna Banya (10 km from Borovetz). On Serbian territory there is one golf course in Belgrade. Bulgaria was declared an undisclosed golf destination by the World Golf Association. Tournaments, stages from the European Golf Cup for Men and the European Club Championship for Women have already been held. The existing golf infrastructure includes compatibility with other sports and tourist activities. On the course of Ihtiman, except golf, one can play tennis; there is horse riding, a football and a basketball court. The Sveta Sofia course in the Ravno Pole village offers spa and swimming as well as the opportunity to play petanque. The Pravetz course offers sports fishing, swimming and spa, and the ability to use the facilities of the city for swimming, basketball and tennis. The Belgrade course is smaller and visits to it are limited on the Bulgarian side; it is visited predominantly during international children competitions. In all regions of the country golf was developed through public-private partnerships and has great potential for future development. Strategic documents for tourism development contain plans for the building of at least 30 courses with 18 holes and additionally with 8. In this regard, golf has potential for development in the cross-border region, where there is a lot of uncultivated land and beautiful scenery. Strong points: advantages Attracting more high-income tourists; 44

45 Extension of the tourist season an opportunity for indoor golf and training during the winter season. Opportunity to extend the season in the ski resorts; Stimulates the development of value added and high profitability products as spas, etc; Promotes the development of the real estate market, offering luxury houses; Organizes international sports competitions, which advertise the area and its landmarks; Leads to extending the stay of tourists longer holidays; Helps in the development of related infrastructure; Contributes to the development of other services in the region nature, cultural, adventure and other types of tourism. Weak points: barriers and disadvantages There is no legal regulation of the status of the golf courses and their investors; Insufficient number of golf courses; The building of golf courses damages the soils, timber is felled, landscape on the territory of the course is changed; Lack of opportunity to participate in projects. Opportunities Establishing businesses in connection with the activity a niche that is not developed in the area; Golf courses in the region should include interesting places which golf players could visit; Encouraging public-private partnerships to build golf courses. Threats Lack of research for the potential of water golf courses could be built in an area where there is not enough water; Building too many courses; Building courses in settlements without sanitation infrastructure; Offering travel services without a possibility for realization. 45

46 Target groups Local authority; Business; Citizens playing golf. Rural tourism In recent years rural tourism has become very popular worldwide. Combining various activities allows for an active holiday with occupations that people do not engage with in their daily lives. These campaigns aim to preserve the traditional livelihoods in the region. Programs for rural tourism are among the first funded under the PHARE program. Many projects have been implemented so far. With the accession to the EU, these activities have been funded by European programs, allowing for sustainability. Expectations at the beginning of the promotion of this type of tourism have been for visits mostly by foreigners. In recent years, however, many Bulgarian city dwellers prefer to rest in villages and engage in activities in the open. Activities that attract clients to this type of tourism can be developed in specific services: Rest and recovery rural houses are rented for the entire rest period, or even for the entire summer; Participation in household work collecting hay, collecting crops sown in the host's yard or at a nearby farm, help in the garden or in nearby areas, feeding bees or extracting honey. Rural areas are usually abundant in blueberries, wild strawberries, raspberries, mushrooms and dozens of species of medicinal plants and herbs. Trainings could be provided for their identification and collection (inspired by one of the most colorful campaigns Bikearea an organization active in the Rhodopes). These activities can be combined with ecotourism, culinary, cultural, sports, hunting and fishing tourism: Participation in the preparation of region-specific culinary dishes jams, pickles, banitza, salads, dried sausages, drinks, ayran, boza, juices and other household cooked meals; Culinary degustation organizing the preparation and tasting of dishes, food, wine, visiting traditional restaurants or households with the aim of tasting and displaying specific culinary skills, visiting fisheries for tasting fish; Study of crafts, for example, pottery in Trun or Busintzi Busintzi ceramics, yogurt, in Chiprovtzi weaving, etc; 46

47 Getting acquainted with local folklore dancing and learning Bulgarian songs, participation in folk festivals, singing competitions, organizing gatherings with singing and dancing, etc. Possible combinations with art and applied arts: Bulgarian embroidery patterns, knitting gloves, woolen socks, etc.; Trainings acquisition of specific knowledge in the field of agriculture (e.g. permaculture), studying local folklore, foreign language course, etc.; Participation in outings with hunting groups as observers, or fishing attractions, display of traditions and rituals in these activities; Spa and wellness tourism visiting warm springs, making procedures based on traditional Bulgarian recipes, dieting with eco vegetables, juices and fruits, etc. Strong points: advantages The unique nature of the region; Synergy between the activities; Opportunity to include people without education or with lower education whose houses will be used for accommodation. Attracting young people with good language skills for guides, drivers or hosts for the attractions; Creating activities with high added value, which, even if seasonal, can guarantee a sufficient income. Weak points: barriers and disadvantages Certain conditions are a prerequisite to accommodate tourists, which necessitates significant resources for the adaptation of the existing base, of marketing and advertising, an access which many of the local people have no way to obtain; A tourism depending a lot on the personal qualities of the hosts; Specific negative attitudes of the population towards more prosperous neighbors is a significant barrier; Seemingly an activity that is easy to organize, but it actually requires a lot of good training, certain communication and organizational skills; Need of certain technologies for organizing craft and cuisine trainings; Lack of professional organizers; Dirty, messy environment (especially in Bulgaria), which would negatively affect the visitors; 47

48 Lack of customer-oriented behavior; hosts demonstrate unwillingness to be servicing staff ; Difficulty in maintaining consistent quality. Opportunities Creating consultancy and training groups for professional organization of rural tourism and provision of services in the villages so that tourists can choose; Opportunity for cooperation between village dwellers for offering and participation in different activities for the purpose of product diversification; Amateur groups, people who are interested in demonstrating a hobby or other traditional activities for a fee; Young people with language skills and a desire to host tourist activities. Threats Passivity on the part of the local population. Target groups Young people; Local authority; Business; Population in the region and the country; Foreigners. Scientific tourism It is typical for this type of tourism to be subsidized in one way or another. Its funding sources are the state and the municipalities (events for joint activities), trade unions (events between professional organizations), companies (business forums, etc.), different NGOs and associations (project Implementation). Until now the cooperation has been: between innovative groups for intensive research and exchange between researchers and research institutions on the basis of the programs Regions of Knowledge and Research Potential of the Regions under Convergence and the Outermost Regions under the Seventh Framework Scientific Research Programme; 48

49 Development and implementation of joint educational and training programs (within the thematic objective of investing in skills, education and lifelong learning); Good intentions meetings for the purpose of future partnerships between representatives of local authorities, businesses, schools, sports clubs, etc.; Participation in scientific events and forums. Organizing congresses and visiting scientific events is an activity that has been organized for years between research institutes of the two countries. Strong points: advantages Established traditional relations and partnerships; Proximity of the region to the capital, which allows for the use of the existing infrastructure for public events; Research institutes, experimental stations, research facilities, museums, educational institutions in the region; Trained staff for organization and scientific and public events; Opportunities for participation in projects for the implementation of scientific achievements; Availability of funding from EU programs. Weak points: barriers and disadvantages Sluggishness on the part of local authorities to organize joint activities between science, practice, local government, and business; Lack of sustainability in the implementation of projects; Lack of interest from local authorities to innovation and implementation. Opportunities Making a roadmap of the established research infrastructure that will help to build a strategic development of research and innovation, will create an opportunity to deepen mutual contacts and help for inclusion in the European network; The sericulture institute in Vratza has a marketing strategy based on the concept of provision of raw materials and assistance for the purchase of the product. Organization of scientific events and exhibitions with this institute would draw attention to a forgotten activity and could provoke business. 49

50 Threats Repeating of already developed topics; Wrong application of best practices ; Sustaining damages from lack of proliferation of innovation and scientific excellence. Target groups Scientific institutes, experimental stations, development units; Universities, secondary vocational schools; Local authority; Business; Citizens. Proposal 3: Agriculture Agriculture is a key activity with serious prospects for development in both countries. It is defined as a typical, traditional activity, allowing opportunities for joint activities. Nowadays, both in Serbia and in Bulgaria, many agricultural areas are deserted. This is seemingly bad and leads to negative consequences, but there is a great potential for development. When an agricultural area has been desolate for more than 10 years, this means that the land is free of all biological agents and human intervention, and any production there will be clean if no pesticides and fertilizers are used. The region abounds in clean land, large forests, clean water, which is a great potential for the development of agriculture. The area has great biodiversity, the largest number of plant species. There are tree and plant species that cannot be found elsewhere in the country. Ruy mountain has a wide variety of birds. The region allows for mutual activity between agriculture and other sectors and industries tourism, crafts, science, construction, ecology, etc. The differences in the sector between the two countries are: In Serbia, agricultural labor is more expensive, and in Bulgaria it is the raw materials; Serbia has more freedom to implement its own product without worrying about control authorities (catering establishments officially come with their own production of wine, rakia, meat, smoked foods), standards for breeding animals have not been changed in years. After the accession of Bulgaria to the EU, norms and standards in agriculture prohibit and inhibit the full realization of agricultural products; 50

51 Serbian farmers utilize more fully the agricultural products and strive to process everything, while in Bulgaria waste products go to waste. Developed projects: project of the Black Sea Research Centre in partnership with the Municipality of Pirot, municipality of Trun together with the Stamen Grigorov foundation, Niš municipality and the Sirene-Yug cluster carry out the Ekomilk project for Enhancing the Capacity of the Milk Producers and Processors. Strong points: advantages Agriculture is the sector with the greatest opportunities for financing and investment, and municipalities make effort to timely inform farmers; Attempts are made to realize the opportunities offered by various European funds and programs. There is an opportunity for agricultural companies and manufacturers to participate in projects and benefit from EU assistance; There are opportunities for funding from a local national program for rural areas although it s administratively burdened, opportunities do exist and are being used; There are programs that have already started and involve young people; Contacts of many years for the marketing of agricultural produce have been established between the two countries. Weak points: barriers and disadvantages One of the main barriers for the development of CB cooperation between Serbia and Bulgaria is the transitional period of Serbia in terms of its EU accession. This creates uncertainty and somewhat discourages people willing to work by the programs. At present, Serbia signs a financing agreement with the European Commission on a yearly basis, and each year Bulgarian partners face the following situation projects and calls are approved, but can or cannot enter into a contract, or the contract is signed after 2-3 months because the Serbian state has not signed the financial Memorandum with the European Commission. For example, the parameters and priority areas in agriculture for the CBC Programme are still unknown; Restrictions for applying for the CBC Bulgaria-Serbia programs: local authorities and NGOs have the right to enter only one project as a partner and as a major candidate, while spheres and needs are many. Thus agriculture remains in the background; The conditions for funding under the CBC Bulgaria-Serbia program there is a requirement for 15% co-financing. For Bulgarian participants municipalities, NGO sector, etc it is secured/covered by the state. For Serbian partners, however, this is not so and it becomes a serious problem as they would have to ensure co-financing 51

52 themselves; some of them fail; it leads to change of partners or to an impossibility to finish projects on time; There is no overall strategy and policy in CBC mirrored projects that are repeated over the years are many. There is no continuity between projects, which does not allow the achievement of synergy. There is no detailed information (database) for conducted projects, so that they can be upgraded, supplemented, and their information to be used; There are no national and regional strategies and policies in Bulgaria to support agriculture. There is no decision as to which of the agricultural branches are supported, so that local people can focus and plan for the long term. Financial support precedes decisions for development direction, which in some cases leads to negative or ineffective actions; There is no sustainability of completed agricultural projects. Projects have secured funding only during their implementation. After completion, their sustainability depends on the political leadership of the local government and the state. When local authorities change, sustainability of the projects is stopped; According to the studies made, the majority of leading companies in the field of agriculture and of the farmers have no secondary education and the ones with higher education are very few; Requirements for agricultural infrastructure as material assets by creating a specialized production structure are very high, especially in livestock or in highly efficient gardening and horticulture; In the predominant part of the region there is no agricultural infrastructure or it is in bad shape, making it difficult for machinery to move; There is no irrigation system: irrigation is costly and drip irrigation is still a rare and expensive investment; Difficult access to financing; Lack of qualified personnel migration to cities and the aging population in rural areas. Available human resources are aging, there are no young people, there is also no training; The remaining younger population has lost or has not acquired: a requisite attitude and work habits; traditional knowledge and skills in livestock and crop production no continuity from previous generations. 52

53 Business players in agriculture are hindered by unnecessary administrative procedures. No solution is sought for the administrative obstacles; There is a recent idea to export farms and livestock from the settlements, and when talking about an abandoned and sparsely populated areas, such as the cross-border area, in which the main livelihood is agriculture, even the idea for such a removal sounds absurd; Customs controls between the two countries; Lack of border checkpoints. Opportunities The area is suitable for development of agriculture because it is exceptionally ecologically clean; Nišava river, crossing both regions, allows for environmental studies and can be used in agriculture; Developed relations and cooperation over the years allow rapid organization in the implementation of projects; A number of projects in the field of science can be promoted with appropriate followup organization, and financial instruments can stimulate the local population towards entrepreneurship and development of different agricultural activities; Training of the population in the modern ways of organic production in agriculture could lead to the opening of market niches, specialization of production and new ways of marketing; When promoting integration of producer groups, the clustering of small producers, they can be marketed together in order to have a higher level of competitiveness; Sustainability of projects completed so far by incorporating them into new projects; Construction of agricultural markets would create a good incentive for producers; Organization of feasts promoting agricultural products; Searching for a multiplying effect in zoned goods and products, which are protected and internationally certified; Awareness and accessible and useful information for users a website covering goods and services from both regions to attract users outside the communities. 53

54 Threats Environmental cleanliness of the area is not constant, and the prolonged and growing environmental pollution by pesticides and other chemical fertilizers in case of increasing agricultural production may lead to long-term land impairment and threaten important species such as bees and other animal and plant species, thus depriving the region of its unique advantage; Termination of project funding or failure to keep terms for funding on the part of the state may lead some farmers, especially small ones, to bankruptcy; Investors who are not interested in the long-term interests of the CBR are currently buying cheap land in the region; Change of use of agricultural land construction, etc; indifference of local authorities and reluctance on the part of the players for associations and cooperation on the adoption of a single strategy for regional development deprives local production of long-term prospects, which certainly has a negative impact on future generations; Changes of EU demands for export production; Loss of certain preferences for the Serbian side upon EU accession; For the domestic market import of dumping prices production from other countries (Macedonia) becomes a real threat for the disposal of domestic production; Natural disasters and weather anomalies; Aging of the local population. Target groups Farmers; Producing companies; Trading companies; Local authority; Local population; Research institutes; Young people; Representatives of vulnerable groups, in particular Roma; Tourists wishing to engage in farming. 54

55 Beekeeping This is an agricultural activity, which is currently considered most feasible for implementation. Beekeeping is one of the elements of cultural heritage, in the words of a participant in the study among opinion leaders in the CBR Bulgaria Serbia. The cross-border region offers very good opportunities for the development of beekeeping. For abandoned rural communities and municipalities this activity can become an alternative for development. The region is clean ecologically and exceptionally good for beekeeping. Honey has exceptional qualities if produced without sugar. Relations between Bulgaria and Serbia are developing as neighborly in the field of apiculture. Serbia obtained movable-frame hives for the first time in 1919, taking them from Bulgaria. Thus Serbia started on the road of developed beekeeping through Bulgaria. The good communication between beekeepers in the border regions of Serbia has been maintained and developed over the years. Representatives of the Bulgarian beekeeping companies are invited to deliver lectures in Serbian companies, their representatives share experiences in Bulgaria. Literature, technologies, innovations are also shared. The differences are primarily commercial: the high border tariffs and the price of products bee pollen in Serbia has a significantly lower price, while honey is more expensive. NGOs of beekeepers in both countries are among the most energetic and seek tools with which these people could be encouraged because they are part of the plant production chain. If there are no bees, there will be no pollination and yields will be low. Ways are sought for persuasion at all levels on the need for all activities in agriculture to be planned with a vision for the future and to work in synergy. Beekeeping has great export potential. To achieve a good price on stock European exchanges, however, there has to be a serious volume, standards to be met, etc. In the new program for rural areas, beekeeping takes a prominent place. Project financing and subsidies for the development of joint products, construction of cross-border clusters for the production of complementary agricultural products, which can be exported to third markets, can be provisioned. According to the CBC program Bulgaria in Europe, Bulgaria and the municipality of Kladovo, Serbia develop a database of beekeepers and manufacturers of beekeeping equipment in Vidin and Bor County. Niš and Byala Palanka have a project with Berkovitza. Strong points: advantages traditions in production, technology and innovation; 55

56 traditionally good relations and cooperation between Bulgarian and Serbian beekeepers, sharing of best practices ; Beekeeping can develop in both areas, especially in abandoned rural areas and communities it can become an alternative for development; Specialized promotional program National Beekeeping Program; Specialized programs for young beekeepers, which include more and young entrepreneurs; Financing and investment for beekeepers from the cross-border area it enables agricultural businesses and producers to participate in the project and benefit from EU assistance for rural development; Active NGOs joining and supporting beekeepers in Bulgaria; There are longstanding contacts for realization of the produced honey. Such contacts exist between the two countries. Weak points: barriers and disadvantages Beekeeping is a long term investment that has no quick return like other products for quick consumption; Honey is produced slowly over several months and is seasonal; Local authorities are not the basis of support, this must be done at a national level; There is no national strategy for beekeeping with implementation deadlines; This industry engages primarily adults and there is a trend for aging. The average age of people involved with beekeeping was 68 for 2013 and is 70 for 2014, according to the Agricultural Report of the Ministry of Agriculture and Food; There are no human resources. The available human resource is well above the average age, there are no young people, there is no training of new specialists in beekeeping, no training infrastructure, strong passivity of the population is reported; There are problems with the product realization between the two countries in terms of exported larger quantities customs duties, fees, etc.; Difficult realization of the honey produced in Bulgaria, because the state has no policy in this activity; Poor infrastructure in many places does not allow people to go to the apiary with their cars; There are no specialized places for the buying-up of honey; 56

57 Honey is not a commodity in the Balkans, because there are no institutions to supervise and certify the production of honey and bee products. There must be not only a certificate of origin, but laboratory tests as well. Bulgaria does not have an accredited laboratory, no ISO certification and the products lack the supporting research required by the EU; Difficult financing there are no credits, and when credits are granted, there is no grace period. Interest rates are also high; Honey producers are heavily dependent on wholesalers to sell the production. The honey market is dictated by major traders, and manufacturers are highly dependent on them (traders supply manufacturers with packaging materials, transportation, etc.) Long process of organizing joint production and retail chains, clusters, etc.; The state has no responsibility for coordination of the various agricultural activities (someone can spray against pests and kill the bees); The population does not have a high purchasing ability for products like honey. Opportunities Adoption of a National Strategy for beekeeping and CB cooperation in this field; Local authorities can be involved with resolutions of the municipal councils for granting land to beekeepers from the municipal fund; Establishment of a joint venture in the duty free zone (of Pirot) for processing honey with an accredited laboratory to serve both sides, which allows for preferential export of products and honey in the EU, Russia and other countries; Establishment in both countries of information beekeeping centers with demonstration screens showing the life of bees and honey production. These centers will be repositories of books on beekeeping, technology, technical means, and innovation. Training courses and business meetings for beekeepers will be conducted there, etc. Such a center in Bulgaria can be opened in Botevgrad, and a mirror one can be established on Serbian territory; Searching synergies between beekeeping and other activities such as fruit-growing and gardening, tourism, crafts, medicine, pharmacy (production of medicines, cosmetics, health products, etc.), food industry and others. Threats Threats that can be drawn from the opinions of beekeepers interviewed in a study conducted for the purposes of this strategy, as well as other studies, are mostly related to: 57

58 Chemical fertilizers, pesticides and other contaminants that have been proven to cause mass death of bees and the so called Empty Hive Syndrome; Increase of areas with crops that have a bad influence on bees: Bulgarian organic honey producers have observed that rape causes a euphoric state in bees and brings them to excessive fatigue and premature death; Climate change is a factor that confuses and endangers bees and leads to uncontrolled reproduction of their natural enemies. Target groups Beekeepers; People wishing to engage in beekeeping; Local authority representatives; Students; Companies trading in honey products; Beekeepers organizations. Conventionally grown fruit and vegetables The cross-border area is a traditional producer of fruit and vegetables. In recent years, with the help of EU and national funds, new orchards and greenhouses for growing early vegetables have been created. In this region tradition has been preserved and vegetables and fruit production is placed on a scientific basis. The Institute of Agriculture in Kyustendil selects varieties suitable for the area, which contributes to the intensive development of the sector. Within the EU, the production of fruits and vegetables is supported primarily through cofinancing of operational programs of recognized producer organizations. There will also be public funding of producer groups until their integration and recognition as producer organizations. In the vegetable production in the region, the preferred crops are potatoes and cereals. In the last year the yields of cereals made by some of the biggest manufacturers in the region come close to the yields in the Dobrudzha region. The region's main funding is according to the Rural Development Program. 58

59 Strong points: advantages Production of fruit and vegetables is highly dependent on weather conditions the region is characterized by favorable agro-meteorological conditions, with the exception of isolated events; Basic prerequisites for the increased interest in establishing new orchards of cherries, plums, apples and peaches are good soil and climatic conditions, traditions in growing and sales of production, dynamics in varieties and simplified cultivation technologies (peach, cherry, plum); Continued trend of modernizing the structure of varieties of fruit trees. New plantations are oriented towards: varieties resistant to diseases and pests, biotic and abiotic factors, weak-growing varieties with a modern sensory profile (appearance and taste), marketing oriented; Favorable market conditions to guarantee realization on domestic and foreign markets (especially cherries, plums, peaches). Weak points: barriers and disadvantages In the last three years there has been a significant reduction in the number of farms growing fruit and vegetables, a consolidation of farms has been registered, probably contributed by direct area payments. Overall, however, the average farm size remains small; The number of farms and the area for growing fresh vegetables (including potatoes and strawberries) have been reduced; Basic factors retarding the development of the subsector: aging of existing plantations and insufficient rate of creation of new plantations; For now, fruit and vegetable producers in the area fail to benefit from the opportunity for financial assistance due to difficulties in the process of organizing, evidencing and maintaining the turnover of sales; Generally, RDP funds received by fruit and vegetables producers are relatively limited. One of the reasons being that to this moment the sector does not benefit from guaranteed budgets or preferences in project ranking; Producers are not united, which limits them in market demand and storage of products; The sector has a shortage of funds for the consolidation and modernization of production; 59

60 Irrigation problems (poor state of irrigation infrastructure, inadequate irrigation equipment, high cost of water), which negatively impact the efficiency of production; Aging population in the border region; Reluctance of producers to organize themselves into producer organizations; Lack of commercial arrangements between producers and traders for the realization of finished products; Clearly marked seasonality in prices of fruit and vegetables, with specific values dependent on the level of local production and imports during the respective year. Prices of fruit and vegetables are also impacted by the prices of the means of production, including fuel and electric power, which have been constantly increasing in recent years; Fragmented production and low degree of organization of producers, leading to loss of markets; Lack of effective producer organizations prevents Bulgarian producers from taking advantage of major opportunities for European funding in the sector (through cofinancing of operational programs of producer organizations) and limits the opportunities for better realization of finished products, putting producers in the position of the weaker party in the relationship with traders and processors; Inability to collect the harvest in its entirety for different reasons. Opportunities Good marketing of greenhouse production (cucumbers and tomatoes) in EU countries; Creating cross-border cooperation through clusters or other organizations bringing together the production of the region; Potential for relatively high returns at relatively stable wholesale prices; Updating the varietal structure of fruit plantations, including with new Bulgarian varieties; Potential for relatively high returns at relatively stable wholesale prices; Additional assistance by providing specific support for manufactured and marketed high-quality fruit and vegetables, as well as providing new state aid in the sector. Threats Unexpected weather anomalies; 60

61 Diseases on the plantations. Target groups Municipalities; Agricultural producers; Households; Regional scientific institutes. BIO/ECO fruit and vegetables Organic agricultural production develops rapidly while meeting resistance. Factors contributing to this are the increased demand for this type of production in the world markets and the availability of specific support under the Rural Development Program. In recent years there has been an interest mainly in small and medium-sized farms, which establish a system of control for organic production. The total area of organically grown fruit and berry crops increases, as well as that of fresh vegetables, melons and strawberries. Significant growth is also registered in the common areas in the system for control of organically produced grapes. Berries are mainly produced organically strawberries, raspberries, nuts walnuts, almonds and hazelnuts, vegetables cucumbers and tomatoes. Wild berries are also gathered (blueberries, strawberries, raspberries), mushrooms and herbs, as the area is ecologically clean. The region has prerequisites and conditions for the gathering of wild plants. Environmental conditions and the availability of pastures make possible the development of livestock. There are young farmers with farm animals cows, sheep, goats and pigs, in all municipalities. On the one hand bio/eco agriculture brings purely economic benefits as the production of bio/eco vegetables and fruits in the EU and worldwide is really appreciated. Their price is much higher than that of the produce grown with preparations and GMO, and secondly it is beneficial for the health and the environment. There is an opinion in the region that the development of bio/eco farming will greatly influence tourism each tourist would like to eat good quality, ecologically clean food. 61

62 Tourism and bio/eco agriculture are very closely connected interdependent and complementary to each other, so it would be better to develop them in parallel. An example of a project realized in this area is Diversification of Agriculture - the Shift to Organic Agriculture in the Municipality of Trun Strong points: advantages Strategically important sector of the economy the development of bio/eco agriculture can provide excellent long-term results; There is a great potential for development; Supported by many young people; There are programs, which involve more and more young people; Financial stimulation of agricultural companies and manufacturers through EU projects; Opportunities for export production. Search for European markets. Weak points: barriers and disadvantages The majority of the population on both sides of the border still does not appreciate the importance of bio/eco production and views it with skepticism; The activity requires time, patience, effort and specific conditions, and is perceived as unremunerative in the short term. The prevailing view of businessmen in the industry, especially the larger producers, is that they put money in an activity in which investments are not returned; Slim, almost missing marketing of local markets; A number of projects in this field are recorded on paper, without staking sustainability and seeking efficiency in the long term; Since quick profits are not provided, local programs in this region are affected by the political authorities, and when they are changed, sustainability and local support are lost; Complicated offering of production expensive certification and proof of bio/eco origin; There is no accredited laboratory in which to test the products on the territory of the CBR Bulgaria Serbia; Best practices are not advertised and shared; 62

63 No active leaders of the process, persons-catalysts who would preach organic and holistic approach to agriculture; The production involves the use of a lot of modern information and innovation that producers with no education could not apply; Inability for small organic producers to supply large quantities of organic products for large markets. Opportunities Environmental cleanliness and preservation of soils in the region provide a unique opportunity for its development and positioning as an oasis of organic food production in Europe. To achieve this, the following measures are necessary: Lobbying for the adoption of strategic decisions and policies by local authorities on organic farming on a cross-border regional level; Creating a strong advisory group to promote the principles and approaches in alternative natural farming and to support farmers interested in organic farming a group to lead the process, train and mentor farmers for a longer period of time; Creating the necessary conditions for stimulating and facilitating organic manufacturers - access to financing, training and more; Attracting young people with higher education or those with practical experience and a desire to develop organic agriculture; Participation in associations, international farming networks, economic associations and clusters, and building commercial markets for entering the European market; Registration of own brands of organic products for the promotion of organic production. Active implementation of bio/eco production in agriculture will enable synergies with rural tourism, as the interest in the village increases with the need to reconnect with the earth, its purity and the usefulness of its fruit. Worldwide there is a movement for the support on the part of the townspeople to farmers who dared to take up organic farming. Urban people are not only interested to buy products, but also to learn how to grow them and to participate in their production. This is a unique phenomenon of the modern age and should be used as a tailwind for the development of the CBR. Threats The main threat is the dominant paradigm of the so called conventional or industrial plant growing in Bulgaria and still in the world; 63

64 Slow penetration of the concept of healthy eating and overcoming industrial thinking in agriculture at the level of consumers and public policies; The imposed opinion of the ineffectiveness of bio/eco production and the established fertilization practices will be a barrier for a long time to the mass entry of organic farming; Dirt and soil erosion caused by the so-called industrial production in agriculture will delay the entry of organic farming; The use of chemicals next to farms that are trying to move to the new paradigm of organic farming will prevent or delay the entry of organic farming; The activity of powerful and aggressive companies dealing in fertilizers such as Monsanto and serious commitments of farmers with their work, will hamper the entry of bio and organic production; Commercial requirements in the EU for bio/eco products do not stimulate producers. Setting requirements for expensive packaging and further processing, the complex and expensive certification do not contribute to the progress of farming that is useful for the people. Target groups Farmers from the cross-border region; Young people who have never been farmers; Young pensioners owning property outside the cities in the villages, who have decided to use them and live in them after retirement; Owners of smaller areas of arable land who are not willing to cooperate and associate; All of the public. Livestock breeding Livestock production is a niche with great potential for development, which is not sufficiently addressed in the region. There are geographical preconditions for this sphere because there are many pastures for the development of organic/ecological farming for bio/eco products. The activity has state support through various activities and programs since the time of the PHARE program. For the most part, single animals are bred in the region, while their owners unite only when taking the animals to pasture and when production is bought. 64

65 Large farms ( sheep, cows) have been established by young farmers in many municipalities according to various projects, which is a good prerequisite for development. Currently they use the opportunities given to them by national funding within the Rural Development Program, they engage in cross-border cooperation projects, mainly in the training and networking part. There is an idea for uniting in a cluster, which could be a good result of a CBC project. Unique breeds of sheep, goats and pigs have been registered in the cross-border region in Serbia. Three years ago there has been an idea for scientific cooperation in the field of livestock and potential opportunity for the veterinary Institute in Belgrade to make training facilities on the territory of Dimitrovgrad, so that it could also be used by the Livestock Institute in Kostinbrod (40 km away), where there is secondary school for the training of veterinarians. The first step for a meeting between the two institutes and the secondary school for training of specialist breeders has been made, the following more specific steps and initiatives remain to be made and the initiative has to meet the support of the central and local authorities on both sides of border. Unlike Bulgaria, where control and requirements in the processing of animal products is high because of the increased demands of the EU, in Serbia things are more relaxed. Strong points: advantages Established traditions; Many institutions, professional organizations, regional bodies and others, supporting the activity; Inclusion of young people; Veterinary inspection and certification of products; Cross-border projects related to livestock. Regulated market, opportunity to export to the EU and Russia; Availability of best practices. Weak points: barriers and disadvantages Aging population of the region; The activities develop spontaneously and in a disorganized fashion no central unit (unification or organization) to support farmers with information, training, logistics, etc. Best practices are based on personal perseverance; 65

66 High infrastructure requirements to livestock farms need to create a specialized production structure, which requires large investments; Difficult access to financing for larger investments; Lack of business opportunities between the two countries because of high tariffs. Opportunities Establishment of joint organizations, clusters, etc. for the realization of the production; Distribution in Bulgaria of breeds registered in Serbia; Joint participation in projects; Organization of trade fairs, exhibitions and other events for production marketing; Municipalities can provide land for livestock to feed upon. Threats Epidemics, leading to a pandemic; Natural disasters and cataclysms; Suspension of financial assistance programs and/or delay in the payment of subsidies and performed project activities. Target groups Young people wishing to engage in livestock breeding; Livestock farms; Traders; Younger pensioners wishing to engage in livestock breeding; Municipalities. Forestry / Game farms The planet is facing a serious challenge, which will have consequences for all of humanity climate change. Climate change, though debatable and question-provoking, is a fact. Forests and forestry are the factor that can reduce the impact or prevent climate change. In this context, forest protection is the duty of all mankind, and in particular of the two countries. This applies in the same way to Bulgaria and Serbia, as both countries fall on the border between Mediterranean subtropical and temperate climates. This border should stop desertification and drought in the South and forests are natural barrier that could do that. 66

67 Strong points: advantages Traditional activity in the region; State participation, both administratively and with development programs; Large and preserved forest areas; Established state structures forestry in almost all municipalities; Inclusion of the cost of forest infrastructure in the price of timber auctions. Thus investment in road infrastructure is transferred to the forest of the beneficiaries; There are hunting groups in each village, hunting and game breeding farms; Hunters are very organized; there is staff and contacts between Bulgarian and Serbian groups. Weak points: barriers and disadvantages Forests are left behind. No mountain road infrastructure and forests are impassable; Lack of fire observation points in the higher parts of the forest; Sanitary harvesting is not done the right way; The border is an obstacle customs duties, fees, etc.; From a business perspective, hunting companies and game farms are dormant and not enough developed. Opportunities Huge potential for development in the cross-border region. The region has large forests, largely untouched by urbanization; Multifunctional use of forests is an important direction of development. So far forests have been regarded primarily as a timber source. This is neither proper, nor sufficient. In Japan, wood as a product of the forests is only 5% of the total fund. We need to be clear that water availability is also associated with forests and in urban areas forests are important for filtering and purifying the air; Collecting mushrooms, herbs, recreational tourism, recreation in the forest benefits include much more than logging. There is a development potential between Bulgaria and Serbia in this direction both countries export wood and have a predatory use and attitude to forests; 67

68 In the CBR Bulgaria Serbia there are conditions and opportunities for biomass production the landscape suggests such resources; Opportunity for new plant varieties, enabling more intensive application of business practices; In recent years there have been completed projects such as: project of the National Association of Small and Medium Businesses Southeast European Business Network of the Balkans CBC ; project Promotion of Sustainable Utilization of Biomass Trun Municipality is one of the beneficiaries of the project; Game breeding activities in forests help to protect the environment, develop biodiversity and nature tourism, and should be promoted. Threats Indiscriminate logging provokes many problems with soil erosion, vegetation, water and is a serious threat to animal species, especially endemic ones; In some areas there is climate change; There is abuse of regulations for sanitary felling by representatives of local authorities. On the territory of the CBR there has already been observed unlawful felling of whole tree areas under the pretext of sanitary felling (example Kraevo village, Botevgrad). Target groups Forestry; Assessors of forests; Companies with activities related to forestry; Private owners of forests; There are separate private game breeding farms, which have great potential for development and creation of new forms of product tourism, especially in the region of the Balkans. Fisheries and aquaculture A niche that Bulgaria does not exploit fully. Production of fish and fish products freshwater fish (common carp, trout, bighead carp, etc.) is a new area in the cross-border region. In Serbia there are many developed fisheries and aquaculture. Fishponds are being massively developed there, even on a small scale. In Bulgaria there are attempts for this activity to develop on a larger scale, but these initiatives meet many obstacles and difficulties. 68

69 Serbia is a large fish producer, but concentrated in the Danube area. From Niš to Bulgaria there is almost no production because there are not good enough conditions and water. In Bulgaria there is a resource for fish production, in Serbia there is a greater demand for freshwater fish. In Bulgaria the production of freshwater fish in the cross-border region comes to raising fish, while in Serbia there are opportunities for processing health requirements are not so severe, it is permissible to process smaller quantities. In Bulgaria fish can be smoked after constructing a specially equipped facility in compliance with EU health requirements, which requires many resources. In Serbia this can be done in a small-scale manufacture. In Serbia fishing companies are more active than in Bulgaria and sports fishing is organized and developed even in small lakes, which leads to synergy between aqua industry and tourism. Strong points: advantages Products with high added value; Availability of fresh water on both sides of the border. Weak points: barriers and disadvantages On behalf of the local population in Bulgaria initiative is weak because there is no support and no national and regional policies; On a national level, the issue is not resolved in terms of borders and customs; There is a demand from the Serbian side, but the duty tax is 18%, which is an obstacle to any joint activity; Fish bought by Serbian tourists cannot be officially exported across the border; The consumption of fish and fish products in Bulgaria has lost its popularity; Offering fish is done almost entirely through the big chains. Opportunities Development of sports and tourism activities; Production of fish food products; Upon opening the borders or alleviating customs arrangements, there is an opportunity for rapid cooperation at various stages in the production and marketing of fish and fish products. 69

70 Threats In some territories there is climate change. Target groups Forestry; Hunting and fishing organizations; Environmental protection organizations; Sports companies. Sericulture Sericulture is a forgotten traditional activity with a high potential for development, with great perspective, which in the past has been traditional for the population, but now it does not develop as it is too specific. There are great preconditions for finding a market. The Vratza Sericulture Institute is in the border region. Some of the richest world genetic resources of the morus (Morus Spp.) and the silkworm (Bombyx mori L.) can be found there. The gene pool of the morus population amounts to more than 140 genetically distinct varieties of local and foreign origin (Italy, Romania, Ukraine, Georgia, Azerbaijan, Uzbekistan, Egypt, China, Japan, etc.). The seed and genetic material of silkworms is also stored in Vratza. This could be a good employment opportunity among the unemployed population. A textile cluster Silk has been created which has set itself the aim of restoring the tradition among the population in the cross-border region. Strong points: advantages Scientific basis the institute in the region, which continues to create innovations; The Sericulture Institute in Vratza has a marketing strategy for the production of silkworms, secured by raw materials and buying-in assistance; A production for export is being created; The production does not require higher education, which is a prerequisite for the participation of uneducated people; Availability of overall organization and technological provision of silkworm production; The activity is traditional for the region. 70

71 Weak points: barriers and disadvantages There is no infrastructure and buy-in organization; Lack of participants from the business; Passivity of the local population; Lack of funding; Lack of support, vision and policy in this area. Opportunities Decrease of unemployment in the region. Threats Climate change a change in the harvest of mulberry trees; Lack of interest for plantation renewal. Target groups Private farmers; Companies whose activities are related to sericulture. Proposal 4: Trade, investments, business development Despite the huge potential, determined by geographical proximity, low transport costs and language similarity, Bulgarian- Serbian economic relations are underdeveloped. According to the Ministry of Economy and Energy of Bulgaria, for the period the share of Bulgarian exports to Serbia is only 2.5% of total exports, and imports from Serbia only 1.1% of total imports. Trade relations in the border region are rather local. It is noted that the relations between municipalities in Serbia are healthier and more productive than the relations in Bulgaria. Most often these relations are connected to the trade of raw materials and food. Trade relations between businesses in the border region are difficult, despite big reliefs for investors in the Serbian legislation and advantages given by Bulgaria's membership in the EU. 71

72 Business conditions in: Serbia Favorable tax treatment with profit tax in Europe of 10%; Central European Free Trade Agreement (CEFTA); Free Trade Agreement signed between Iceland, Liechtenstein, Norway, Switzerland and Serbia; Duty-free export to the countries of Southeast Europe, Russia, Belarus, Kazakhstan; Exemption from income tax for enterprises with investments over one million Euros or appointment of 100 employees; Investment tax credit of up to 80% of the investment; Exemption from customs duty on import of equipment and materials under specific terms and conditions; Loans and rewards for green investments; Financial incentives for new jobs - investments in the manufacturing sector (invested in the devastated regions of special interest): - A total of EUR to for a new job; - Minimal investment value: EUR ; - Minimal number of jobs: 50. Investment in automotive, electronic and ICT industry (invested in the territory of Bulgaria Over 100 agreements for the promotion of investments and avoidance of double taxation; Government financial support for priority investment projects, some of the most favorable taxes in the European Union: - 10% corporate tax; - 0% tax on profit for investments in high unemployment regions; - 10% tax on personal income; - 50% depreciation rates for investments in new machinery, manufacturing equipment and apparatuses, computers, peripherals and software; - Use of tax credit under the special procedure for charging VAT on imports for investment projects over BGN 10 million; - 20% value added tax; - 5% withholding tax on dividends and liquidation quotas (0% for EU companies). Lowest operating costs in the EU; Free movement of capital and incentives, according to the law on promotion of investment; Information services and shortened administrative deadlines; Individual administrative servicing; Opportunity to purchase without tender a 72

73 special interest): - A total of EUR to for a new job; - Minimal investment value: EUR ; - Minimal number of jobs: 50. Investment in the manufacturing sector (invested in other regions of the Republic of Serbia): - A total of EUR to for a new job - Minimal investment value: EUR 1 million - Minimal number of jobs: 50 Investments in the servicing sector: - A total of EUR to for a new job; - Minimal investment value: EUR ; right to ownership and limited real rights on real estate private state or municipal property; Financial support for vocational training of persons for the purposes of the investment project; Financial support for construction of elements of the underlying infrastructure to the limits of the investment project; Support for priority investment projects provided one or more of the following requirements has been implemented: - The investment amount to be at least three times larger than the minimum for certification of class А; - To create employment in disadvantaged areas or in high-tech activities - To provide for the construction of industrial zones and technology parks - Minimal number of jobs: 10. Exception is made for an investment of special interest: - With an investment over the total amount of EUR 200 million, which guarantees the creation of a minimum of 1000 new jobs, the financing amounts to 25% of the total investment - With an investment of over EUR 50 million, which guarantees the creation of a minimum of 300 new jobs, the financing amounts to 20% of the total investment. 73

74 In 2013, a project co-funded by the CBC Programme between Bulgaria and Serbia, established a Serbian-Bulgarian Chamber of Commerce (SBCC) with a seat in Sofia and a branch in Pirot. By mid 2014 the Chamber membership will be free. Its main objective is to stimulate the economic development of the Bulgarian-Serbian cross-border region by promoting commercial turnover and connections between companies from both countries, and attracting investments to reinforce the competitiveness and sustainability of the Bulgarian-Serbian crossborder region. Project partners from the Bulgarian side are the Bulgarian Economic Forum and the Vidin Chamber of Commerce and Industry. The Serbian side partners are the Niš Regional Chamber of Commerce, the Regional Chamber of Commerce and Industry in Leskovac and the Regional Economic Chamber in Zaječar. Strong points: advantages Established traditional relations and partnerships; Duty-free zones on the territory of both countries. Weak points: barriers and disadvantages Lack of cooperation between municipalities on the territory of Bulgaria; Lack of cooperation between free zones and collaborative practices; Each country uses its own free zones and there is no cooperation between them poor use of Serbian free zones by Bulgarian companies and vice versa; Free zones in Bulgaria can be used as highly effective means, by significantly extending the range of activities carried out in them, with a focus on high-tech industries; Free zones are not used for production. Opportunities Establishing join high-tech industries within the free zones. Threats Depopulation of regions; Lack of change in infrastructure; Impoverishment of the region; External factors that can lead to the depopulation of the region; Impact on other sectors lack of agricultural production, cessation of production; Natural disasters and accidents, fires, climatic upheavals; 74

75 Economic crises. Target groups Local authority; Business; Citizens. 75

76 COMMUNICATION STRATEGY Communication channels In modern marketing a huge part of the production of a product goes through its communication to target audiences, because it is too far away from them, or because it is too complicated to be perceived, or actually their active participation is sought (for example, the different types of travel services and bio-farming). This also applies to projects as this one. Regional (local) development, whether in the form of an integral project or a set of several smaller ones, should be regarded as a standard marketable product whose success, however, can be achieved with a lot more creativity and variety of channels communication. The first and most important goal of advertising efforts should be the creation of knowledge/awareness of the existence of the cross-border region Bulgaria-Serbia as a unified proposal with unique features and capabilities. This knowledge/awareness should be directed to potential users and to the so called inner audience. The latter is necessitated because very often participants involved in the project, especially on such a scale, turn out to be poorly or not at all informed about its presence, goals, mission, opportunities and infrastructure. The main thing about the products associated with certain geographical areas is their uniqueness as natural resources, cultural characteristics and human capital. This, of course, can be both an advantage and a disadvantage. But this is the inevitable basis on which to build the message to target audiences. In the case of the cross-border project, there is a breaking of the term physical region in its meaning (stereotype) of a territory locked in some national borders. The sum of the two areas in the heart of the Balkans makes the project supranational; entirely in the spirit of European values and policies, but bound by meaning and resources, which makes it interesting and highly promising as far as the realities of the two countries involved in it can achieve a synergistic end effect. In the aspect of tourism, the packaging of the various options for different kinds of entertainment, recreation and participation in cultural events of the described region will bring more value to customers and partners than if they only attend one, two or three places (cities, cultural, sports or natural sites) without organized relationship between them, without providing more information and involvement of visitors to the places and activities in the region. To date, successful tourism products are those that provide the maximum level of experience of the location/locations depending on the availability of time and space, through a combination of activities, maintaining interest with unique events, activities, views, recreation procedures, etc. And, of course, the unifying goal of these efforts is for the visitor to be 76

77 satisfied enough to return at least once and/or share his experience with other people around him, i.e. with potential new customers. In terms of marketing, experience has shown that no product can be perceived by the audience as unique, if it is not presented as such, which implies an integrated and consistent in its message system of communication throughout the project, and preparedness of each unit in the internal system to deliver the promised communication. In this logic, we should not forget that tourism is much more a service than a physical product. In purely economic terms, the improvement of opportunities for internal and external trade exchange will increase the interest toward the region of more economic entities, which will undoubtedly have a positive long term effect. This will lead to new investments in all sectors (for all previously described products and related activities), will improve the quality and quantity of local production, will require increase of the education and human resource capacity that will not leak outside the region, but will be attracted to stay in it and add economic value, motivated that the entire project works in their favor. Target groups of communication strategy Perhaps the biggest challenge in the coming years will be associated with increased occupancy rates, increased interest of investors, traders and producers to the conditions and opportunities of the border region between Bulgaria and Serbia. The reason for this being the lack of economic development and investment in infrastructure in the area from the Balkan Mountains to the Danube on the Bulgarian side, and the migration of human resources to cities in other regions of the country. Despite its undoubted natural and cultural resources, the interest in the region is much lower than possible. The efforts of the communication strategy of the cross-border region as a whole should be aimed at increasing the marketing and sale of travel packages and setting a clear focus. In the short term, at least for the first three years it would be justified in terms of efforts and costs of funds to focus on traditional markets and markets in close proximity to Bulgaria and Serbia, which have generated the bulk of occupancy in the region so far. Significant investments in events related to attracting visitors from neighboring markets will be needed and this should be combined with special offers from the hotels, especially in relation to official national and local holidays and attractive events. Besides, the tourist flow should not be held only in the big cities of the region, in order not to create imbalance in the results of the entire range of activities, which is supposed to come into effect. Project-related target groups actually include a wide range of stakeholders: Local authorities; 77

78 Owners and managers of local businesses, especially those of micro, small and medium enterprises; Representatives of the tourism industry (from the two partner countries and from abroad) who have an interest in directing and increasing tourist flow to the region; Investors from Bulgaria and Serbia, as well as from foreign markets who would value the merits of the region in terms of opportunities to develop different types of long-term business; Educational, cultural and scientific institutions and organizations in the region, which would be interested to preserve local traditions and landmarks and develop an interest in them by attracting students and academics to certain activities conferences, workshops, internships, research projects, attracting funds for smaller projects within that territory, raising the qualification of human resources, organization of folk and craft festivals, etc.; Existing and potential human resource of cities and towns within the territory of the project from permanently employed to seasonal workers. In terms of communication, we are mainly talking about internal and external target markets that require a different approach and effort. And in terms of messages that must comply with the four main products, the target groups should also be divided into two business and nonbusiness: Internal are the businesses developed in the region and those from the broader markets of each of the two countries involved in the project. It is expected that much of the interest and, accordingly, the possible proceeds will come precisely from this type of business as the characteristics and merits of the region (the products) as well as the promotional messages (message) are easy to communicate and at the same time transport connections are greatly facilitated (distribution). Sofia is a special case as it is not only the capital, but the largest city in the region and is economically developed to a much higher degree compared to the other settlements. In this regard, Sofia should be seen more as a large, remote market that can significantly contribute to the success of the CB region through its business and consumer potential. On the other hand, this is the largest transportation hub, since it combines an airport, a large railway station and an autobus station with motorway arteries from other parts of the country and the Balkan Peninsula, making it a natural gateway for foreign users (guests and investors) of the cross-region. External markets that should be a subject of communication, are nearby Balkan countries, mainly Romania and Greece, the relatively near Hungary, Czech Republic, Poland and Germany, the traditionally strong for local tourism Russia and Russian-speaking countries, as well as Japan, China, and Middle Eastern countries (especially Israel) with a great tourist potential. Each of these groups requires different and detailed development strategy in order 78

79 to be attracted to the region, taking into account the peculiarities of language, the disposable income of the segments and those aspects that may turn out to be a particular unique selling proposition. The approach to these markets is impossible without the support of tour operators and chambers of commerce (or other business organizations), which maintain contacts with them and have relevant experience and information to successfully promote the region. Therefore, during the initial stage of implementation of a project for general marketing and communicating of the CB region, it is necessary to foresee a series of meetings and presentations to such organizations in order to provide early communication channels to each target group of that market. Communication channels and means. Effectiveness in their perception among the target markets of the project Communication channel Personal meetings Telephone conversations Advantages Disadvantages Means High degree of interactivity Better understanding of the needs of the potential clients Opportunity to overcome the barriers before the client s decision Personal contact High degree of interactivity Better understanding of the needs of the potential clients Opportunity to overcome the barriers before the client s decision Personal contact Not always potential clients are willing to meet Limited scope High cost per contact Not always potential clients are willing to meet Limited scope High cost per contact Е-mail Personalized message Too saturated a channel in the last few years Risk of reverse communication effect (creates information noise and a negative reaction in a large number of the recipients) Specialized magazines Opportunity for precise targeting Prolonged contact with Limited scope Message is not personalized Direct marketing Direct marketing Direct marketing Regular electronic newsletter PR Advertising 79

80 Printed matter External advertising Audio advertising Internet the message Usually a greater range of circulation from the print run of the publication High print quality Readers trust Repeated readers Mobility Long life Print quality High print quality Reaches a wide target Opportunity for location choice Comparatively long exposure period High repeatability Attracts attention easily Reaches a wide circle of users but can be targeted successfully by channels or at a specific place Low cost for fabrication and time buying Works successfully in combination with other channels No involvement or preparation of the addressee Opportunity for more repetitions of the message International scope Increasing interest in the media Assumed almost 100% penetration among target groups Diversity of promotion means Opportunity for precise targeting Opportunities for Low interactivity level Untargeted message Too saturated a channel Low interactivity level Declining interest in print media Untargeted message Too saturated a channel Low interactivity level Allows exposure of limited product information Declining interest in the media Message is easy to ignore by the listeners The specificity of the product may limit the message s success A channel too saturated with messages High level of message ignore Advertising Brochures Flyers Advertising Radio advertising Audio spot at the point of sale Promotion through the platform s web site Banner advertising on specialized and business sites and portals Training video materials E-bulletin 80

81 useful feedback Effect can be measured easily and accurately Social media and blogs (SMM) Events Increased interest towards the media Comparatively low price to reach the audience Opportunity to display more and more detailed information Reaches a wide audience and multiple points (depends only on Internet access) Constant control over the quantity and quality of information Opportunity for feedback Efficient mixing/combining of visual and written information Successful combination with other digital channels and communication activities (especially with traditional PR channels and with direct advertising messages) Information on events can be provided virtually in real time It can deliver a higher level of customer engagement Quick and easy access to the efficiency report High communication efficiency Relatively high interactivity degree/training effect Opportunities for personal contact/direct marketing A channel too saturated Message is easy to ignore Requires ongoing commitment with regard to content and its control Requires access to global networks and culture of use of the social networks The owners of the platforms constantly change rules in relation to the commercial communications in them Relatively small scope Requires investment as participation should be free or payment should be as little as possible Social network statuses and messages Sharing videos and photos/product images Articles, interviews, commentaries and analyses, third party comments, product information Direct marketing Press conferences Trainings Sponsorships Brochure Catalogue Outdoor events, promo activity, flash mob, etc. The 81

82 market characteristics set the supply and the timing (integration) of the appropriate communication channels. There are many types and means of communication (communication channels). The area of their possible use for the purposes of commercial communication is exceptionally broad and the target group or groups, as well as the product characteristics ought to identify the media to be used, how long and with what intensity. According to the characteristics of each of them, an appropriate form of the message will be prepared. Depending on the way the message is presented, the information and communication means (because commercial communication is increasingly becoming a two-way street ) can be categorized mainly as: print, electronic, interpersonal or informal: Printed media should be seen and read, which requires an active search and attitude of the addressee. Messages are of different lengths and are read at a specific time selected by the recipient, but in the case of magazines and newsletters, the penetration is high. For the purposes of promotion of the CB region, examples of such means of communication, which must be addressed by all means, are the specialized/branch magazines, newsletters, catalogs and brochures. Interpersonal and/or informal means of communication rely on the contact and/or communication between people through a personal meeting, phone call or communication at a special event. Examples in this regard are also rumors, recommendations and sharing impressions for goods and services orally from one person to another in everyday interpersonal situation, which is particularly effective if the initiator is a prestigious (known) specialist ( opinion leader ) and/or popular personality, which can engage with respect to the idea, the product or cause, which is the subject of the communication. Signs, sounds and visual images constitute the last two means of communication that are recommended as the focus of this marketing project. Examples of this are outdoor advertising (which allows combinations of a small number of visions and signs), advertising (promotional) posters, brochures, corporate identity carriers, videos, interviews, third party recommendations, etc. Efficacy in the perception of communication channels among the target markets of the region. Building the cross-border region s own brand. The complexity of the marketing project with regard to required resources and given its multipurpose nature, suggests that information from/for it should be interesting and easily transmitted to all groups (mentioned above) that can be turned into consumers of one or all four main products listed. Unification of all communication in one umbrella brand represents the creation of an attractive name and visual elements. The brand is a concept, 82

83 communication and communicative framework that allows uniform transmission of the values and benefits of products and services, both spatially (advertising media to specific locations) and in time (in separate campaigns with media planning). The brand is a combination of mostly visual (written and graphic) signs serving as its elements, which are basically as follows: Name should be as short as possible, memorable and integrating values common for both sides of the project or something typical of the region (in the form of a resonant abbreviation, combination of two words with alliteration or rhyme, name that is characteristic of the region, which is not prohibited by law for use as a trademark, etc.). The name should also be evaluated for undesired transliteration or sounding at least in the languages of the basic target markets mentioned in the strategy, the optimal variant being a name in an internationally used language like English. Sample proposals for name/brand of the CBR as a whole are: - Balkans heart; - Central Balkan Project; - The Unknown Balkans; - East-West Balkan Alliance; - Balkan Tandem; - Balkan Green Way. Logo and/or other symbols a key factor in ensuring readability and distinguishability of the brand. It is usually preserved locally and internationally as a trademark, and transmits, albeit in a small volume, desired information about the merits of the products. In this case an interesting local species of animal or plant can be used as a symbol, or a more abstract figure that could creatively recreate the main project values (friendship, cooperation, growth, history and traditions, business opportunities, preserved nature or something else, which could be stylized in a clear figure or image); Colours a combination of two or three colors is recommended, which could enter into harmony with the logo and the additional symbols. The traditionally green color is suited for products in the field of tourism and bio-farming and it also translates into an ecologically clean area and suitable conditions for mountaineering and leisure; Slogan not among the mandatory elements, but usually carries a strong verbal message, adding to the virtues of the brand touches that have remained outside the name and logo. And it is easy to change over time as opposed to the above listed; 83

84 Jingle (according to the particular case) a short melody that is used for all audio and video materials ads, presentations, special films, etc. A song or melody of local folklore will have an impact in the communication of the project for an authentic region like this one; Advertising figure (person) not one of the mandatory elements, and not necessarily an actual celebrity, but the presence of such a figure creates more impression, adds value to the message and reinforces the feeling in the audience for a live connection with the brand. It is important to note that the establishment and development of the brand can achieve its results under two fundamental conditions beyond the specific communication activities: The first is the preparation of the so-called brand-book whose task is to unify and standardize the goals, objectives, values and the message of the brand as a whole. Such a book was developed about the strategy for tourism development of Bulgaria since the beginning of 2013 (see illustration below), which has still not entered a phase of implementation. It describes mainly the steps for deciding how the overall image (branding) of the country would look and what should the strategy focus on; it does not rely so much on a comprehensive concept of brand. Typically, the implementation of such a material is divided into two formats: 1. Brand-book that briefly and clearly defines why there is such a brand, what are its tasks, what distinctive features it has, what history and heritage it is proud of, what plans it has for the future, how separately or together the products under its hat add value to the target groups, etc. (contains both written text and diagrams with data figures, photographs, and images to assist to the greatest extent the perception of the basic idea and to indicate the highlights in the information for CBC these will be the people, the places and the products of local economy). A sample format of the vision, mission and values can be as follows: - Vision: The unique nature and cultural heritage will ensure a sustainable development of the region - Mission: To acquaint the world with an undisclosed treasure in the heart of the Balkans - Values: Diversity, authenticity, hospitality 2. Brand-book, setting strict standards for the use of the name, font, logo (and other symbols), and the specific color or combination of colors on documentation, advertising mediums and points of sale (cultural, natural, spa, shops and hotels). Whether combined in one or implemented separately, which is recommended, the two materials suggest a high quality of design and print. Large print-runs are not needed. Their 84

85 goal (especially of the book on the use of visual elements) is to create a sense of mission and a clearly defined plan for the future, to motivate participants in the project and build a good impression with end users and investors. The brand focuses the efforts of the various participants in the process and from that point forward it s easier and more effective as a form and content for the communication to reach the more remote groups of the total target audience. At the same time we should not forget that these materials can be distributed electronically and printed copies can be provided only for the purpose of public relations in presentations or direct contacts with partners. The philosophy of the brand-book is not to be a brochure or a product catalog, but to combine skillfully and accurately the business concept, merits and benefits of the products; therefore they are a communication to a specific audience, not the general public. The second thing of general importance is the creation of a team of experts on both sides of the border. As shown in practice, a unified center is needed, whether it is a single brand manager or a team of several employees engaged in the task. On the one hand, their tasks are related to initiating activities and generating new information about the brand. On the other hand, they need to control to the maximum extent what is happening with it and its reflection along the different channels. Without such a team, the concept is endangered by lack of control and risks of transmitting an unwanted or false self-message. Although the above said can be interpreted as a kind of strict centralization of several generally independent products (as is in the case of promotion of the CB region), the desired synergistic 85

86 effect requires a common command center at least at the level of management of the joint communication in all of its aspects. Here, because of the specificity of the common brand, it is even advisable to set up a team of professionals with different backgrounds and expertise to assume responsibilities in different, but coordinated areas and cover the implementation of the marketing project in the widest possible degree. In addition to the above stated, we have to add that the total branding will directly impact on these core products. Not only the colors of the brand, the logo or the specific design of packaging and other materials can connect places, products and people to the project, but also an intentionally created marking whose task is to certify the production under that hat of bio-products, honey, works of local crafts and souvenirs. The creation and use of a certification mark is a tool replacing or complementing the branding. It is necessary to take into account that excessive brand signage could be counterproductive and it would be logical for this to be defined in the conditions of use of the brand described in the brand-book. On the other hand, the marking, as a branding assisting tool, provides a guarantee for the quality of the products and services of the elements of the brand and for export outside the region it would give enough information about their origin without the need to expose all the visual elements of the local brand. Last but not least, the brand is directly linked to communication positioning, which should be built in synchronicity with respect to both groups (pairs) of target audiences, regardless of the selected communication channel. Diversity of resources must be at the basis of positioning, taking into account the unique available combination and the possibilities of each country depending on the interests. The region has a unique opportunity to take advantage of the lowest level of pollution of soil and water and to position itself as the territory with the highest concentration of clean food production. With its own certificate and marking (with names such as Amore Bio, SerBgio or Green Balkans ) for farms, bee farms and water basins, which ensure the conditions of growing and management under the umbrella brand of the region, the production becomes attractive for the domestic markets of the two countries, as well as for the external ones. Thanks to the waterway to Europe along the Danube, products can be quickly delivered to interested wholesalers and large margins could be realized. Even without initially relying on 86

87 foreign markets, despite poor economic conditions in Serbia and Bulgaria, which limit the purchasing power of the population and, respectively, the interest to the more expensive organic products, there are still significant segments of these markets that are real users, and the large-scale production of the CB region will allow the establishment of better conditions for cooperation with the large distributors in both countries. Generally, analysts point bioproduction as an almost single perspective branch of the Balkans, regardless of whether it is developed in micro or larger farms. On the other hand, the whole market is growing and government agencies are more inclined to support projects related to it. Coming up with a common marking and a marketing program is a strategic move for the region to find itself at the forefront of competition. The official website as well as all related online channels (the so-called ecosystem ), such as blogs and profiles/pages in relevant social networks are a first and an ongoing commitment to create recognition of the CB region and its development in the future, through constant and full awareness of current and potential users (individuals, business and trade organizations and tourist companies). The site should be imposed as a center of communication and provisioned as a platform for the promotion of the region as a whole, but with separate sections for the four main products. Its making in Bulgarian, Serbian, and in at least two Western European languages (English and German, for example), and Russian, is necessitated considering the defined target audience. The natural partners of the project, including travel agents and websites of local authorities and organizations, can benefit from promoting and directing for more information to the official site, if they are convinced that it is filled with a sufficient variety of topics in the appropriate languages, and serves to further convince their customers to take advantage of opportunities offered there. Another interesting tool that can be applied through the website and would add value to the communication of the region is the option for a video archive and/or streaming live from places, events and processes in the region. This approach serves as a demo version of the product the potential customer will obtain and will involve him a lot more in the experience compared to an involvement consisting of a sole verbal description. Live web cameras can be placed on sites of cultural and historical heritage, at places like folklore festivals or scientific conferences, markets or bio-farms. The video also allows the making of short videos for specific projects and events, and the conducting of interviews with satisfied customers in the region. The latter can be used as PR activities to create a positive image of the project as a whole, and of individual elements of its system presented on the site. Good examples: (alternative site of destination Bulgaria) (well organized and centralized tourist portal) (clearly delivered message) 87

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89 With regard to the indicative structure of the main site, sections for the two groups of target audiences business and individual users can be placed in the foreground. Such an arrangement can have the following form: Home page About the project Points of Interest Don t Miss Destinations/ Events/Places Our Partners News Business Partnership Local Trade Local Handcrafts Bio Agriculture Tourism Guide Investment Environment Human Resources Natural Resources What? Where? When? What? Where? When? Local Traditions Great Variety of Product Eco Status of the Region Farms Mountains and eco-tracks SPA Fishing & Hunting Culture Infrastructure Cycling Events Adventures One day/weekend opportunities Actual Package Offers Besides directing to the most general information about the region, the homepage may indicate specific points of interest, current events and opportunities for connecting with a partner tour operators, auction centers, regional government, etc. The separate larger sections on the second level follow the most important topics from which the user can choose according to his interests in order to obtain more information. Each of the topics can offer 89

90 additional subtopics to involve the visitor with the specific proposals according to the logic and classification of the separate products, and to be easy for navigation. In the tourism section it will be appropriate to upload regular promotional offers on hotel reservations, interesting places to visit in a given period, as well as additional links to agencies that would provide more information for the type of tourism, prices and transport in their respective fields. Examples for the subpages can also be found for example, for health/clean foods. The other online channels are aids to reach the maximum number of users according to their specific capabilities and features for the delivery of text, sound and pictures (Facebook, Google+, Twitter, YouTube.com, vbox7.com). The official blog or several blogs can provide more and detailed information on a specific issue relating to an event, site or business 90

91 venture in the region. The latter does not prevent information being submitted to independent bloggers who would be interested in activities in the region and thus would become conductors of positive feedback to more potential users and from narrower segments. In the field of tourism, the opinion shared on web portals for booking hotels and holiday packages is particularly important, so the more sites on the region s territory receive a place and approval by websites like and the larger will be the effect on the general communication of the CB region. Banners and e-bulletins should comply with the other on- or offline activities (when the latter are aimed to reach the media as press releases), and e-bulletins in any specific format should reach on a regular basis partners involved in the promotion of the region. This is especially true for those in the tourism industry and business. They can simultaneously provide a most general report on the achievements of the three-, six- and twelve months periods, and submit information on planned new initiatives, activities and events in the region in the near future, to maintain and increase interest and commitment of project-related individuals and companies who can plan their potential participation in these events. Advertising through banners that refer to the site or other online location for promotion of the CB region should be placed on websites like the official portals of Bulgaria and Serbia in terms of tourism etc. 91

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93 Exhibitions (trade and tourism), conferences (on issues related to tourism, agriculture and transport), meetings (with representatives of major partners) and special events (cultural, sports, related to festivities in which both countries are involved, etc.) are required as a means to communicate the four products of the CB region to a narrower but better segmented target, which could lead to improvement of the overall package of activities and services and maximizing of the profitability of investment. Each of the above products could be subject of an exhibition, conference or to be assisted with regard to communication with a specific event to raise the awareness of media, business and individual end users. Here we must mention that the region, with respect to its characteristics and advantages, should be better represented at the annual participations of Bulgaria and Serbia (at state level) in tourism fairs in different parts of Central and Central Europe, Russia and Russian-speaking countries and countries of the Middle East. 93