The South-East Bulgarian Black Sea Coast as Destination for Mass Sea and / or Climate and Spa Tourism

According to its strategy for development of the country as a world tourist destination [12], Bulgaria has set a goal in the field of tourism in the last few years-to cope with the famous summer sea, winter ski model, becoming a remarkable tourist destination all year round. In this way, its natural, architectural and historical landmarks will be used to the greatest extent and tourism will become a sustainable industry. Opportunities are opening up thanks to the development of ecological, wine, rural and urban tourism, along with the current "generally accepted, traditional" tourism based on the concept of a healthy lifestyle, as well as the accessibility of the tourist environment to people with disabilities. Product's diversification is a key to the development of Bulgarian tourism. Our future is in the combination of tourist products and the development of year-round tourism. New forms of tourism are emerging and they are replacing traditional mass tourism. [13] These forms include innovative and specialized forms of "greener", experience-oriented tourism. A greener economy means new growth and job opportunities. Eco-design, eco-innovation, waste prevention and reuse of raw materials can lead to net savings for businesses. [6] The focus is on finding a sustainable solution for the use of natural resources to reduce the impact of companies on the environment. Good business practices or so-called socially responsible business practices are those mechanisms for adapting the corporation, in which it demonstrates a way of working and investing that supports causes in the name of public welfare and environmental protection. [7] In addition, the expansion of the tourist services' demand, as well as demographic changes, accelerate the need for segmentation of tourist products and the creation of a new type of complex services or complete tourist products, which include a high degree of new services. The purpose of this article is to consider the possibilities of the largest Bulgarian tourist complex-Sunny Beach as a destination not only for mass sea, but also for year-round climate and spa tourism. In fulfillment of the set goal, based on in-depth interviews with ten owners of some of the largest hotel complexes, conclusions and recommendations for the transition from summer to year-round tourism product have been formulated. In conclusion, the problems and challenges that need to be overcome in the coming years are outlined.