On 19 May 2026, New Bulgarian University hosted the event "The Professions of the Future in Tourism", organised by the Tourism Section of the Department of Administration and Management.
The discussion was moderated by Assoc. Prof. Dr. Irena Emilova and featured Anton Penev, Director of Visit Sofia, as one of the keynote participants. Ivelina Gatseva from the Bulgarian Hotel and Restaurant Association joined the discussion online.
The event focused on the rapid transformation of the tourism industry and the need for education to respond to the evolving demands of the labour market. Key topics included the impact of digitalisation and artificial intelligence, the growing demand for new professional skills, and the increasing importance of delivering personalised visitor experiences.
Participants agreed that despite the rapid advancement of technology, the human factor will remain at the heart of the tourism industry. Personal interaction, authentic experiences and emotional connection continue to be essential elements of a high-quality tourism product.
The discussion also explored the potential impact of hosting major international events, such as the Eurovision Song Contest, on tourism development. Speakers highlighted that events of this scale significantly increase international visibility and create new opportunities for business, cultural and urban tourism. Sofia and Bulgaria were recognised as destinations with strong potential in this field.
The event also underlined the importance of preparing future tourism professionals with interdisciplinary skills that combine technological literacy, communication, experience management and a strong understanding of sustainable development.
