Summary: With its great variety of natural, cultural and historical resources and low labour cost, Bulgaria has the potential to develop new tourist products and attract tourists from lucrative markets such as the Chinese market, which provides millions of tourists every year. However, in order to attract these tourists to the Bulgarian tourist market, we must analyse their needs. The aim of this article is to define the possibilities for adjusting the Bulgarian tourist product to the main characteristics of Chinese tourists in terms of mitigating the existing cultural differences.
Summary: The new realities facing the European Union at the beginning of the XXI century placed it in an unpredictable situation of crisis, geopolitical conflict and overindebtedness. These conditions slowed the pace of development and led in fact to the economic slowdown in the European Union - with modest GDP growth in 2013 and low inflation. The European Union has been facing a number of internal difficulties and many threats from the external environment. For this reason there is a need for analysis that takes into account both the internal state of the European Union and the external environment which was characterised by high complexity and dynamics in the period 2008 - 2014.