Sofia, Bulgaria is an emerging tourism destination and Skift Senior Research Analyst Rebecca Stone captures the destination's potential and quandaries in a probing analysis that is a must-read for anyone in the travel and tourism business. Sadly, Sofia, the capital of the poorest country in Europe, likely won't adequately grasp its tourism opportunities. It doesn't have the money, a substantial segment of the population is fleeing the country for better prospects elsewhere, and there is no well-defined tourism strategy.
Bulgaria's tourism and economic problems aren't isolated ones, of course. While many developed countries try to find ways to cope with overtourism, many emerging markets in theory have the chance to shape a sustainable tourism economy, but they may not have the means and the clear-cut vision to do so.
