Mineral water, nature and clean air have long attracted visitors to Varshets and Sokobanja. But what encourages them to return? And how can the region offer experiences that inspire visitors to stay longer and come back again?
More and more, the answer lies in cultural heritage – local stories, traditions, architecture and natural landmarks that can become part of a shared tourism experience on both sides of the border.
This idea was at the heart of the four-day round table “Preserving Cultural Identity”, held in Varshets from 30 March to 2 April 2026. The event was organised by the Montana Tomorrow Foundation as part of project BGRS0200060 “Natural and Cultural Tourism Potential as a Basis for the Development of the Cross-Border Region”, implemented under the Interreg VI-A IPA Bulgaria–Serbia 2021–2027 Programme.
With a budget of more than €620,000, the project brings together the Municipality of Varshets, the Sokobanja Tourism Organisation, the Sokobanja Ecological Society, the Montana Tomorrow Foundation and Chitalishte “Hristo Botev – 1900” around a shared goal: transforming natural and cultural heritage into a driver of sustainable tourism and local development.
Over four days, nearly 50 representatives of institutions, local authorities, cultural organisations and experts from Bulgaria and Serbia exchanged ideas, experiences and good practices on how the region can make better use of its natural and cultural assets. Discussions focused not only on preserving heritage, but also on turning it into new tourism experiences and opportunities for local communities.
Particular attention was devoted to two strategic documents currently being developed under the project – a General Plan for the Restoration Management and Sustainable Use of Natural and Cultural Sites and a Marketing Strategy for Integrated Eco and Cultural Tourism in the Cross-Border Area. Together, these documents will provide a roadmap for the region’s future development.
Additional insights came from a survey conducted among participants. The results highlighted a clear vision for the future of the region, built around its natural resources, cultural heritage and sustainable tourism potential. According to respondents, spa and wellness tourism offers the strongest opportunities for economic growth, while mineral water, clean air and nature remain among the main reasons visitors choose the Varshets–Sokobanja region.
At the same time, participants identified the preservation of traditions and architectural heritage as one of the key challenges facing the region’s cultural identity. They also highlighted the need for a more active use of digital channels to promote local tourism resources and reach new audiences.
As part of the programme, participants visited several emblematic sites in Varshets, including the Paleopark, the Historical Museum and the Town Park. These visits provided a practical perspective on the region’s assets and their potential for the development of joint tourism routes, products and experiences.
The project also includes investments in cultural infrastructure. Part of the building of Chitalishte “Hristo Botev – 1900” in Varshets will be renovated and transformed into a multifunctional space for cultural events, meetings and conferences. Additional activities include the development of thematic tourism routes, promotional materials, short films and 3D animations aimed at increasing the visibility and recognition of the region.
The partnership between Varshets and Sokobanja has a long history. This project builds on that cooperation with a renewed focus on the connection between cultural heritage, natural resources and sustainable tourism.
Because the region’s greatest strength lies in its ability to preserve its identity while creating new opportunities for growth, development and meaningful visitor experiences.