Bob Miller was Nevada Governor for ten years (1989-1999), longer than any man in the state's history. For two years before that, he was lieutenant Governor and chairman of the Nevada Commission of Tourism. A long-time friend of Bulgaria, Governor Miller is co-organizer of the annual International Conference on Tourism "Bulgaria Dream Area" (www.bulgariantourism.com). He is also a partner of Miller & Behar Strategies Limited, a company set up together with Maxim Behar, CEO of the Bulgaria-based PR corporation M3 Communication Group, Inc.

Bob Miller answered questions of Petya Bondokova, Editor of Novinite.com.

Q: Has Bulgaria changed since your previous visit?

A: I come frequently to Bulgaria - I'm here two to three times a year so I see little changes each time. I'm not the person who comes every five years, and then looks around and says, "Oh my Gosh, everything is different!". This time I know that at the Kempinski hotel they've finished the renovations that they were doing the last time I was here. I know at the Black Sea there are a lot of hotels that are being built. Otherwise it's only been a few months since I was here so most of the things are the same.

Q: Have you heard of any new hot tourist destinations in Bulgaria?

A: I think that the ski resorts are becoming better known. Historically, Bulgaria as a tourist destination is focused almost exclusively around the Black Sea, but there is a growing recognition that the ski resorts in Bulgaria are very high quality and at very reasonable prices. That market is growing substantially, and that is a very good thing because it's a different season than the Black Sea is experiencing. That gives you more of a year-around economy.

Q: What could be done from now until the Olympic Games start in Athens in order for Bulgaria to benefit from that major event?

A: That's what the Bulgaria Dream Area conference is about - it will be the opportunity for people in the Tourism Department and people of the Government to talk about ideas and suggestions for how to attract more people here.

Like college Tom Tait mentioned, we had such experiences with the proximate Salt Lake City Olympics which were bordering the state of Nevada two years ago, and contact with the sponsors resulted in charter flights and a lot of room accommodations. Certainly, developing a system to contact the sponsors and make them aware of the quality and the proximity of rooms in Bulgaria is a good idea. If there is a market, and people are willing to come, the other details can be worked out.

Certainly, the whole idea is to get as much exposure as possible. Even if only a handful of people come to Bulgaria that would not have otherwise come - and there are people who are historical international travelers - and they're going to leave with a positive impression, like everyone else that comes here does, that's great exposure that you only get once in a lifetime.

Q: Do you have information about how other countries which neighbors hosted such events took advantage of the situation?

A: It's very easy to recognize that when you watch the Olympics the primary focus of television around the world is on the games, and the stories they do are generally about the host country. So no one should be under the misperception that the Greek Olympics are the Bulgarian Olympics.

But as you focus on Greece and you come in there, people start looking about what's near Greece. They start recognizing Greece, and remembering what Greece is in the world, and many of them are going to discover that they border Bulgaria.

The average American that you talk to is not familiar with Bulgaria, for example. Many don't even have any idea what part of the world it's in. Because of recent political history they think it's very near to Russia - that's the common response that I get. They think the Balkans are near Russia, they still don't understand that Bulgaria, of all those countries, is the southernmost, and it borders countries that are called Western - Turkey, Greece. Not that there's anything wrong with Russia, but that gives them something of more familiarity.

Q: What about Greece's other neighbours?

A: All of them have the potential to benefit, but Bulgaria has the most potential because of the extent of the border and also the fact that Bulgaria is probably lesser known. The potential to benefit is greater because it's starting from a smaller base.

Certainly some people will go to other countries but Bulgaria is one of the most proximate, easiest to get to, has quality places to stay at reasonable rates. When you want to be physically in Greece you know room rates are going to be much higher than normal. Some people can't afford that, and they're going to look around to see where they could stay and it would be less expensive but proximate.

Q: If you could give only one advice to Bulgarian authorities and business people involved with tourism, what would it be?

A: In general, the advice is that the public and private sectors have to work together. There needs to be a common association which includes the Government and the private sector, and there need to be money specifically dedicated for the purpose of marketing tourism.

Q: Do Bulgarian authorities put enough efforts into that mission?

A: I certainly think that people at the Government are very dedicated, they've seen some success. I think that Bulgaria is a growing country with a limited budged, and so has been spending money in other areas. But you build your economy by contributing to the industries that are most able to help the future, and tourism is that industry.

And you've got to invest, you've got to spend money to make money. And I think that the Government on every level needs to be a participant, financially.

Tourism is the best way to raise economic standards. It shouldn't be the only way, but it is the best way.

Q: What is the main impression US people get from visiting Bulgaria?

A: Like me, they are surprised. They are surprised it's a beautiful area, they are surprised there are quality places to stay, surprised by the wonderful people that live here, the great food, the excellent wines. All the things that you want to enjoy when you visit some place, are here.

When they come, they wonder why they hadn't known about it before.

Q: What is your idea of the perfect tourist destination?

A: It depends on the individual, but it's some place that you feel safe, comfortable, and welcome. If you have those three things, the other elements are secondary.

Q: Does Bulgaria meet those criteria?

A: In my opinion it does.

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