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PERSPECTIVES AND DEVELOPMENT OF THE BULGARIAN BLACK SEA COAST

SUSTAINABLE MARITIME AND CRUISE TOURISM USING THE EXPERIENCE
AND GOOD PRACTICES OF CROATIA

Conference Paper · October 2018

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 PERSPECTIVES AND DEVELOPMENT OF THE
BULGARIAN BLACK SEA COAST SUSTAINABLE
MARITIME ANID CRUISE TOURISM USING THE
EXPIRIENCE AND GOOD PRACTICES OF CROATIA
Ivaylo STAMENKOV
Sofia University "St. Kliment Ohridski", i-sta@abv.bg

Tania DJACHKOVA
Lounge Yachting Company, tania.dj achk ova@gmall.com

Vencislav DOBRINOV
Lounge Yachting Company, ven.dobrinov@gmail.com

Abstract: As an integral part of the phenomenon "tourism", seafaring and its varlrc
(cruise and yachting tourism) mark a continued growth and popularity in recent 1cr.
around the Bulgarian Black Sea coast. The development of the main ports' infrastnr.=re
in the past years gives an additional opportunity for economic recovery and managm
of a sustainable tourism in the main maritime destinations: Yama, Bourgas, Nessebar- ror
Sozopol. The studied practices concerning the top cruise destinations in Croatia are a gt=r
example that could be applied in the case of the Bulgarian Black Sea coast. In the articlc rt
will analyze cases in Croatia and compare them with Bulgaria as both destinations sh.rur
offer and develop sustainable tourism. More examples and reviews of cruise manw
destinations as well as analyses of the legal and institutional framework related to ccrasr
and maritime tourism development of the Black Sea coast will show the real chances u
perspectives of Bulgaria becoming one of the cruise and maritime destinations in the EL

Key words: maritime tourism, sustainable development, Bulgaria, Croatia

L. Introduction

Tourism as a global industry and maritime tourism as an integtal part of r E

an increasingly important sector of the world economy. At the same time, ser-lnl
and cruising tourism gain popularity as a different way to combine sailing
yachting with vacation and recreation. This type of tourism has developed to stl
-
a level over the past three decades that the indirect effect is greater than the &
effect and in practice involves and influences the economic development of m
other industries. There is a constant growth of the so-called three layered mr-
tourism industry, namely port, charter and the cruise industries. This sector of t
global industry, even in times of crisis, can be always perceived as an opport'rnn

454
for economic development and investment. The purpose ofthis study is to highlight
the importance and the prospects for the development of the cruise tourism for the
Balkan region. The experience and good practice of other countries can help to
outline the main potential and opportunities for the development of the sector in
Bulgaria. We take andanalyze as a specific example the nearby situated Republic of
Croatia, which has already established traditions in the development of this type of
tourism and also have common historical, geographical and demographic features
with Bulgaria.

2,Data and Methods

The need for an in-depth study of the current and perspective themes is the
reason for the authors to often base the research on their own observations and
experiences. To analyze the sector, various theoretical and empirical scientific
publications are used, as well as the most up-to-date statistical information
sources.

3. Research Findings

Considering the constant development of cruise tourism and the particular

status of coastal and offshore waters and coastline, where it has the greatest impact,
it is necessary to relate to the sustainability and cooperation of all parties, involved
in the development process. All possible positive and negative effects of the industry
must be considered in this respect.
The article is divided into two main parts: the first is dedicated to the meaning,
the modern perception, importance and sustainability of cruise tourism as a global
industry. The second empirical part shows the contemporary role and importance
of the sector in the Meditelranean, and in particular in Bulgaria and Croatia, as well
as the development opportunities in terms of Bulgaria.

3.1. Cruising Tourism

Traditionally, in the scientific literature, the cruise tourism is considered to be a

componentpart ofthe maritime tourism. The question of defining maritime tourism
should therefore be sought in the general definition of tourism. Etymologically,
seafaring tourism is a combination of nouns - "nautical" and "tourism". "Nautical"
(marine, nautical) originates from the Greek word "naus", which means a sailing
skill, a ship or a boat. The term "maritime tourism" has become more and more
common lately, but it is synonymous with "nautical tourism", with greater accent
on seafaring, navigation and shipping. The term "yachting tourism" is more
commercial, emphasizing on yacht as a symbol of luxury at sea, which gives
diflerent status to the seafaring and makes it different from other forms of sea

455
tourism. Therefore, can be summed up that'onautical" is the more general term
it
for seafaring/nautical and yachting tourism (Lukovii, 2012).
One of the most recognized and valid definitions of seafaring tourism is
given by Hunziker und Krapf (1942, quoted in: Lukovii,2012: 400): "Nautical
tourism is a sum of poly-functional activities and relations that are caused by the
touristsboaters' stay in or out of the ports of nautical tourism, and by the use of
vessels or other objects related to nautical and tourist activities, for the purpose of
recreation, sports, entertainment or other needs'.
This is a definition covering all the elements that are generally included in
the concept of seafaring and maritime tourism. In addition, tourism and, therefore,
its native variety are derived concepts representing a number of activities that are
prone to change and often alter. Therefore, seafaring and maritime tourism is a
multidisciplinary activity that cannot be defined strictly. Yacht tourists or boaters
are actually people, who are renting or owning yachts to practice sailing on all
kinds of seagoing vessels (sailing yachts, motor yachts or cruise ships). These
tourists are not limited to ports, so it is explicitly mentioned "in or out of ports"
because many people prefer to drop an anchor in a bay or to use private or other
small ports and hence provide some privacy and tranquility from the commercial
and material world.
The cruise industry is one of the most developed industries not only as a
sub-type of maritime tourism but also compared to many other industries. It
offers a wide variety and a range of vessels, including over 440 large modern
cruise ships (including cruising in rivers), a large number of smaller luxury (up
to 200 passengers) and small craft. The cruise industry plays a very important
role not only in many national industries but also in the global econom)'.
According to the International Cruise Lines International Association (wwu.
cruising.org), in 2016 this industry has served over 24 million predominantll
high paying passengers. It also provides jobs for over 950,000 people, while
the total generated funds for 2015 are almost $ 120 billion. These figures speak
themselves of the huge influence of the seafaring industry in the world econom)
and make it one of the priority sectors even in years of economic stagnation-
That is why the ongoing and steady growth of this sector has contributed in
recent decades, often with an average growth greater than that of the individual
national economies.
The cruise industry includes and affects economically many other different
sectors due to its complexity and versatility. Examples are shipbuilders - a maja
factor in the development of this sector; equipment manufacturers, and specialized
nonstandard merchandise for craft; the high technologies needed to coordinarc
and manage these floating "cities" and, of course, human resources as the mam
driving force behind the end product. The cruise ships and the services they offer
are closely related and mass-tourism oriented, engaging alarge number of cadres m
the production, advertising and realization ofthe end product.

4s6
 Although they are often used as synonyms, a difference should be made between
liners (passenger ocean vessels) and cruise ships. Ocean or Transoceanic liners are
passenger ships (in rare cases cargo ships), the purpose of which is to transport
people from one point of the world to another. Apart from the strength of the hull
and the greater depth of draft, they also differ in design - it is based on maximizing
the number of cabins in order to transport as many people as possible, and not
on luxury and the interior as ffiical for other private vessels. Cruise liners are
passenger ships which main purpose is a tourist excursion and boarding experience,
not the transport of people from one point to another. They mostly travel on certain
fixed routes, in most cases returning the passengers to the same port from where
they have started, as they travel to different destinations and ports in a particular
region or continent. This kind of ships rely on luxury and convenience in design
and interior by offering less in number, but more spacious and luxurious cabins
with balconies and windows, using large spaces from the ship to accommodate
dinners, entertainment, theatres, swimming pools and more extras, depending on
their catego ry (Zbuchea, 20 I 5).
The main classifications of cruise ships are based on their capacity, on the
quality of service and the offered tourist product, the place of sailing, etc. With the
production of larger and deluxe ships and tourist packages, the competition for the
quality of service and the product experience is getting generally stronger. Also
different categories of passenger liners size can compete, for example a luxury
boutique liner can compete with larger, lower-cost luxury ships for the same level
of the quality of service. The price of the final product is defined as the sum of the
quality of the ship's building and production and the qualification of the human
resource and therefore the quality ofthe service.

3.2. Sustainability and cruise tourism

Parallel with the continued development of the sector, the issue of sustainability
is gaining more and more importance as tourism is in the particular position in
contributing to sustainable development (Grdini6 and Radii, 2012). Taking into
account the sustainable development of each tourist product, we need to consider
not only its economic impacts. This can be best achieved by multi-dimensional
analysis from the point of view of cruise ship owners, different cruise destinations,
particular local and port authorities etc. (Kizielewicz,2016). Such a development
requires cooperation between public entities with representatives from the private
sector and non-governmental organizations. The public sector is represented by
local and regional authorities, who are responsible for providing equal lifestyle for
the native population, taking into account different aspects: social, economic and
environmental. At the same time, entrepreneurs and businessmen, including port
authorities and cruise ship owners, often refer to environmental and social issues
as secondary to generating their business profits. This fact provokes many conflicts

457
between the public and private sectors, while many protesting environmental
organizations pointing out any offence ofthe principles of sustainable development.
Fortunately more and more international instifutions and national governments
ensure the protection ofthe environment by introducing a number ofenvironmentally
friendly regulations. It is also important for national and local authorities to ensure
the protection of the natural and cultural environment to develop long-term system
solutions as only in the long run those social and environmental problems could
be solved. Croatia is also no exception to this trend - it is aware of the importance
and development of cruise tourism, but it is necessary to improve the sector's
environmental research (Perii and Or5uli6, 20ll).
Lester and Weeden (2004) combine the two types of negative environmental
impacts of cruise tourism - infrastructure-related (ports, shopping centers, etc.)
and caused by tourists themselves (diving, boat anchorages, etc.). According to
the authors, in most cases the study of the environmental impacts of this type
of tourism remains in the background and the priority is given to its general
and more often positive significance. A positive sign may be the use of foreign
experience and good practice. Similar examples are not missing in any cruise
destination: channel digging, anchor stay, ship pollution, coral reef destruction,
littering with solid waste. And the lack of a coordinated sffategic vision and a
non-qualitative assessment of the costs of environmental consequences most
often lead to unplanned and unwanted consequences (cari(,,2010). This requires
careful segmentation and analysis of marketing strategies, optimization of the
incomes and the overall total market growth. Al1 of this is related to the presence
of quality control and coordination planning in the industry with the greatesr
possible satisfaction of the locals, labor and incoming tourists. RaguZ etal. (2012)
propose as a solution a new type of management, the creation of a new type
advisory and coordinating authority - the Dubrovnik cruise Management Center
(DCMC) - whose primary objective is to create closer cooperation between
Dubrovnik's port and all relevant urban and state institutions and businesses. The
aim will be to align the interests of all stakeholders involved in the developmenr
of cruises.

3.3. Role and importance of cruise tourism for Europe,

the Mediterranean, Croatia and Bulgaria

According to the World Travel and Tourism Council (www.wttc.org) statistics

in 2016, tourism remains one of the most important economic sectors for Europe
as whole and European sub-regions. Its total contribution (including direct and
indirect impacts) to Gross Domestic Product for Europe is 9.9%o (nearly S I
trillion), the European Union 10.2% (almost $ 1 .7 trillion) and even greater for the
region of the Mediteffanean - ll.3% (almost $ 900 billion). The importance of the
industry is also complemented by its share of total employment: for Europe 9.70r

458
(36 million employed), the European Union ll.6% (over 26 million employed) and
the Mediterranean lloh (over 19 million employed).
According to The Cruise Lines International Association since the beginning
of the 2lst Century, the Mediterranean has developed as one of the most dynamic
cruise regions and on some indicators it is firmly on second place right behind
the Caribbean. For 2016, the statistics show over 27 million passengers, more
than 13,000 Cruise Calls and for a second year there are average more than 2000
passengers per cruise. One problem is that the distribution of passengers in the
region is extremely uneven. The five leading ports (Barcelona, Civitavecchia,
Balearic Islands, Venice and Marseille) have a share of over 37Yo.lf we addNaples,
Piraeus, Genoa and Savona, the nine leading ports will welcome over half of the
cruise passengers in the Mediterranean region.
A comprehensive picture and statistics for the region is also provided by the
Association of Meditenanean Cruise Ports (www.medcruise.com). Established in
June I 996, the Association aims to promote the cruise industry in the Mediteranean
and its belonging seas. It also assists its members in benefiting from the growth
of the cruise industry by providing networking, promotional and professional
development opportunities. The total number of members is over 70, representing
more than 100 ports in the Mediterranean, Black and Red Seas and the adjacent
parts of the Atlantic (Azores, Canary Islands and Madeira).
The Association of Mediterranean Cruise Ports divides the Mediterranean in
four regions. The studied Bulgaria and Croatia fall into two different ones: Black
Sea and Adriatic, while the other two are West and East Mediterranean. On the
Bulgarian side, members are the two biggest sea ports - Burgas and Varna, and
from Croatia there are six: Rijeka, Zada4 Sibenik, Split, Korcula and Dubrovnik.
All ports fall into a group of less than 2,000 passengers on average on a cruise.
In20l6, there is still a large imbalance in the sub regions. There are over 20
million passengers (over73o/o) and over 8,600 Cruise Calls (almost64%) dominated
by the West Mediterranean region, with 39 members of the association. On second
place is the Adriatic Region with over 4.7 million passengers (over lTYo) and
nearly 3000 Cruise Calls (22%). Third is the Eastern Mediterranean region with
2.6 million passengers (95%) and over 1800 Cruise Calls (13.8%) unfortunately
decreasing in comparison to the previous year. The most undeveloped and inactive
region is the Black Sea, with only 6 ports in the association;167 thousand mainly
transit passengers and only 28 Cruise Calls (MedDruise Report,2017). For the
latter two subregions, the negative development relative to 2015 (-26% andl6Yo
for passengers and 18% and 45o/o for Cruise Calls) can be explained by some
political events: the attempted coup in Turkey in July 2016,the unstable situation
in Syria and the Middle East as a whole, the continuing Crimean crisis and others.
The 2016 statistics by the World Travel and Tourism Council and the
Association of Mediterranean Cruise Ports shows clearly the better development
of the Croatian tourism sector, and that the cruise tourism is an important part of it

4s9
(Table 1). Croatia is visited by a total of 13.8 million tourists, while Bulgaria of 8
million. Croatia's total contribution to GDP is almost twice as high as absolute and
relative figures: $ 12.5 billion (24.7% of total GDP) compared to 6.6 billion dollars
(12.8%) at the world average of l0.2Yo. The absolute figures for the number of
people employed in tourism are similar, but due to the smaller number of Croatian
population, the relative values are twice as much as shown: 24.7yo, compared to
12.8% for Bulgaria and l0.2Yo for the world.

Table 1. Travel and tourism total contribution to the GDP and the employment for
2016 inCroatia and Bulgaria (Source: World Travel and Tourism Council)

GDP(bn. $) 7o of GDP Employment %o oftotal

(in thousands) emnlovment
Croatia 12.5 24,7 321 23.4
Bulsaria 6.6 12,8 363 l1.9

In terms of cruise tourism for 2016, Croatia is in the top 5 of the Mediterranean
for passengers and cruise calls, while Bulgaria is only 15th (Table 2). Croatia is
visited by over 1.2 million passengers (almost SYo of the entire region), with a 5.5Yo
growth rate compared to 2015 and a minimum lag of -0.2% compared to 2012.
Evengreaterisitsshareincruisecalls:1160 orS.6Yo,withanincreaseofmorethan
25o/o compared to 2015, but lower by almost -14% compared to 2012. Bulgaria
and by number of passengers (6,942 or 0,03%) and cruise calls (8 or 0.06%) at
this stage is of minor importance for the Mediterranean region. The bigger problem
is that both indicators show permanent negative trends: respectively -35.3o/o and
46.67% compared to 2015 and 40_64Yo and 49.23Yo compared to 2012.Intbe
Bulgarian case, however, the absolute values are so low that only a few cruise calls
can improve the statistics.

Table 2. Cruise passengers movements and cruise calls for 2016 in Croatia and
Bulgaria (Source: Association of Mediterranean Cruise Ports)

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Bulsaria 6.9 0,03 -35.3% 40.6% 8 0,06 46,7% 49
In addition to its better geographic and strategic location, Croatia also has
tourist resources that can build and fuither develop the industry and meet the

460
requirements of modern tourists. Another positive effect is the financing from
the pre-accession funds as well as other funds from different European financial
and structural instruments after 1 July 2013. For the good development of the
country, the unilateral development ofstandard tourism (sea, congress, urban) and
the creation of new products (trips, packages, tours) with the aim of stimulating
underdeveloped regions and extending the tourist season (Ivanovii et a1,2012).
As much as cruise tourism is concerned, Croatia clearly shows an understanding
of the negative consequences that may result from the strong development of
the industry. ln 2007, the Institute for Tourism in Zagreb (www.iztzg;hr) clearly
summarizes the positive and negative aspects of the sector in its Study of
Sustainable Development of Cruise Tourism in Croatia (Studija odrZivog razvoja
kruzing tttizmau Hrvatskoj). Among the more important positive aspects are: The
geographical location (for the Adriatic and Mediterranean and near the broadcasting
markets); Resource base (climate, attractive coasts and cities, high degree of
ecological preservation); Port infrastructures (existing and in perspective); Good
destination availability and transport infrastructure; High degree of security (in
the sea, ports and destinations); Existing tourist infrastructure (facilities, tradition,
staff, service); Price competitiveness (fees, tourist products, in general); Existing
legislation; Maritime tradition; The existence of conditions for the development of
ports of departure; Support by the local population. As more important negative
aspects can be highlighted: Harbour infrastructure (inadequate infrastructure to
passengers, ships and port facilities, lack of parking places for buses and cars);
Legislative (part of it is unsuitable); Port and other fees (irrelevant differences, lower
price than competing destinations); Inappropriate content of the offer (insufficient
offer of excursions, inadequate offer in shops, inadequate work hours); Inadequate
cooperation between ports and subjects within the destination, not sufficient
information of the local population about the effects of cruising tourism; "Conflicts"
with other types of tourism; Inadequate and unorganized publicity; Absence of
appropriate co-operation between cruise destinations and appropriate promotional
materials; Lack of joint development initiatives; Influence of cruisers and cruise
passengers on the environment. Hence, more important challenges can be brought
to the sector, such as: Terrorism; New contagious diseases; Rapid development
of other destinations in the Mediterranean; Competition among Croatian ports;
Conflicts with other resource users (other forms oftourism, mariculture, waterways,
etc.); Environmental pollution; Inadequate legal, planning and other regulations.

3.4. Opportunities for Bulgaria

Bulgaria must clearly realize that the closed character and the geopolitical
nature of the Black Sea, at least at this stage, is an obstacle to the development of
cruise tourism. However, the country can contribute through its rich history nature
and culture to a significant extent to the international image of the Mediterranean

461
and its associated seas. There is no other cruise region in the world where such a
large number of cultures and civilizations have arisen. The connectivity with three
continents leads to a wide variety of ethnicities, languages and religions. Therefore,
a targeted state policy is needed to link cruise tourism to natural and cultural values.
For Burgas region these are Burgas Lakes, Strandzha Mountain as a natural park
but also with Brashlyan architectural reserve and villages such as Kosti, Bulgari,
St. Anastasia Island, Aqua Khalide Teromopils, Nessebar (part of the UNESCo
world Heritage List) Sozopol, Pomorie, Primorsko and others. The area of varna
can be popularized with many museums, a planetarium, a dolphinarium, the varna
necropolis (with the presumption of the oldest technologically processed gold in the
world), the palace Evksinograd, the Aladzha Monastery the natural phenomenon
Pobiti Kamani, the glass museum in Beloslav, the museum of mosaics in Devnya,
the protected areas of Kamchia and Golden Sands, Balchik botanical garden, cape
Kaliakra and others.
Besides the membership of the Association of Mediterranean Cruise Ports,
a positive reflection on for the cruise tourism in Burgas and varna could have
the constant improvement of the port infrastructure. Port Burgas (www.port-
burgas.bg) was opened for commercial shipping in the presence of prince
Ferdinand I in 1903, and here is the first Bulgarian port lighthouse. In 1941.
the first two 3-ton electric cranes were delivered, replacing manual labour
beforehand. Since 1963, three miles south of the main port, the terminal for
oil and petroleum products has started operating in the area ofRosenets Park.
rn 1974, the bulk cargo port was officially opened, and in 1980 west port-
specializing in the processing of large-capacity ships carrying ferrous metals-
was commissioned. Since the 1990s, a gradual modernization and development
of port capacities has been carried out with Japanese aid. In 1997 , the Ministn.
of Transport approved a General Plan for the development of port of Burgas.
with one of the main objectives - providing public access to the port and
connecting with the urban society. In this respect, Bulgaria's EU membership in
2007 was positively affected, and the unified port development policy favoured
similar relations. The proximity of the city centre (about 10 minutes on footr
and the airport (about 10 km) contribute to this. The geopolitical and economir.-
importance of Burgas has increased with the development of pan-European
Corridor VIII (between the Adriatic coast of Albania and the Black Sea coasr of
Bulgaria) and its expansion to the east, where it grew into TRACECA (Transporr
corridor Europe-caucasus-Asia, www.traceca-org.org). This is important lbr
managing the development of potential markets on the east coast of the Black
Sea and the central Asian countries and for turning the port of Burgas inro a
more important link between Europe and the Middle East and Central Asia-
The 10 m berth depth allows the largest ship sailing in the Black Sea to call. In
2020, the General Assembly of the Association of Mediterranean Cruise Pons
is scheduled to be held in Burgas.

462
 The official opening of the port of Varna (www.port-varna.bg) was in 1906
also during the reign of Prince Ferdinand I. In the period 1906-1909, the so-
called "Old channel" linking the Black Sea with Lake Varna, was constructed.
In 1966, the port was expanded and a passenger station was built. ln 7974, the
Varna-West port was put into operation, and only two years later, the deep-sea
channel Sea-Lake, opening the way of deep-sea ships to the port of Varna-West,
was completed. This year, Port Complex was established in Varna. The 1990s
marked a decline and volatility in the turnover, the beginning of reforms and
the restructuring of the Vama port. At the beginning of the 21st century the
modernization of the port was linked to the boom of oversized cargoes, most of
which related to the development of wind farms at that time. At the end of 2006,
the company introduced a new information system that increases the efficiency
of port processes in cargo handling. Gradual Port of Varna confirms its position
as the leading port in the country for cereals, containers, chemical, heavy and
oversized cargoes, etc. Varna has traditionally hosted a number of national and
international regattas: in 2010 Historical Seas Tall Ships Regattaand2014 - SCF
Black Sea Tall Ships Regatta,2016 Tall Ships Regatta. Similar to Burgas, Varna
is also part of Pan-European Corridor 8, the city centre is only 1 km away, and the
international airport is about l0 km away.

4. Conclusions

We believe that we need to know the state and the challenges of the cruise
tourism in similar to Bulgaria and with a better development of the sector
counties, such as Croatia. This could be beneficial for the Bulgarian realities
and policies and in what form will be the development of this type of tourism.
However, it is necessary to overcome the perceptions that the industry only has
a positive effect. There is also a need to develop such a policy (and planning) at
regional and local levels that makes it possible to manage the impacts of tourism
and to limit its impact on local space, demography and ecology. Ultimately, not
only to give priority to positive economic benefits but also to explore negativti
social, environmental, economic, spatial and other impacts. Therefore - to find
the "golden mean" where we have the development of this kind of tourism with
the least possible negative consequences. Greater efforts are needed to involve
all participants in tourism not only in the planning and creation but also in the
application of products, including cruise tourism. In addition to population
acceptance, such planning should also promote horizontal (integration of all vital
and economic areas) and vertical (affected at different administrative levels)
cooperation.

463
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