Abstract
This study examines the potential of destination branding as a driver for regenerative tourism development in Bulgaria. Focusing on the interconnections between agricultural practices, local traditions, and cultural heritage, the research investigates how these elements can contribute to sustainable and community-cantered tourism models. A mixed-methods approach combining document analysis, literature review, and stakeholder surveys was employed to identify key themes and strategic opportunities. The findings highlight the significance of integrating local identity, cultural storytelling, and collaborative practices in shaping regenerative tourism destinations. The study concludes that enhancing stakeholder cooperation, fostering innovation, and strengthening local support systems are essential for advancing Bulgaria’s position as a regenerative tourism destination and for promoting long-term regional resilience.
Keywords: regenerative tourism, agricultural heritage, destination branding, storytelling, Bulgaria