Tourism should become a top national priority — with better transport links, infrastructure, service and more advertising, and less red tape. That's the message from the parliamentary group of Democratic Bulgaria - Union in a statement marking September 27, World Tourism Day.

The party also wants clear rules and real checks on the quality of tourist services.

"We shouldn't have the same conversation every year — how many tourists came and whether the season went well," said MP Yasen Shterev. He said the real measure of tourism isn't the number of overnight stays but the impression each visitor takes away from Bulgaria.

Ahead of the holiday, Shterev thanked everyone who works in tourism.

This year marks the 47th World Tourism Day, organized by the UN World Tourism Organization. This year's theme is "Tourism and AI: Embracing the Future," Shterev said.

He said this puts tourism at the center of a change that's already happening — technology and artificial intelligence are changing how tourists search for, choose and experience their trips. So the issue isn't just about one economic sector, he said, but about how Bulgaria presents itself to the world.

"Tourism is the first impression a country makes — it's the nature we've protected, the history we tell, the culture, the food, the traditions and the hospitality," the Democratic Bulgaria statement says. The party points out that the country has plenty to show off — sea, mountains, cultural heritage and mineral springs — and says few countries can offer such varied experiences in such a small area. Behind all this, the party adds, stand thousands of people who work every day to keep Bulgaria a sought-after destination.

Artificial intelligence and new technology are changing how people choose where to travel, and Bulgaria's job is to be a destination people recognize, find and want to visit, Shterev read from the statement. Technology can make the country more visible, he added, but it can't create one thing — authenticity and a genuine feel.