Prices and Consumer Habits on the Black Sea Coast: Mass Tourists Seek Cheaper Alternatives

The situation in the resort areas of the Black Sea coast this season shows a shift in consumer behavior that is not arbitrary, but rather a result of economic factors. According to Emil Kolarov, chairman of the Association of Catering Establishments in Bulgaria, mass tourists are increasingly choosing to shop at supermarkets and prepare their own food instead of dining in restaurants.

This phenomenon, according to Kolarov, is not new and is not solely due to the transition to the euro, but is related to the low purchasing power of a large portion of visitors. He emphasizes that the industry is working with consumers who are looking for more budget-friendly options to balance their stay with the increased cost of living.

Regarding pricing, Kolarov noted that although many goods and services have increased significantly in price following the introduction of the euro, price hikes in the restaurant sector are often more moderate. He explained that the overall increase in the cost of household and artisanal services affects the entire market.

"We are an industry organization of employers and we do not have the right to influence or regulate prices," Kolarov stated. He added that in a free market economy, the market and the consumer themselves determine the prices. Some establishment owners choose a strategy of higher markups with a smaller flow of customers in order to cover their costs and avoid working at a loss.