Eurovision 2026 winner Darina Yotova, known as DARA, has been chosen to represent Bulgaria in a major international promotional campaign aimed at boosting the country’s global image.
The initiative, launched by the Ministry of Tourism, will include the production of video clips and advertising content featuring prominent Bulgarians from various fields, including artists, athletes, scientists, and young achievers, all highlighting the country through personal perspectives.
Minister of Tourism Ilin Dimitrov said the campaign relies on recognizable public figures to showcase Bulgaria’s heritage and appeal. “Our country needs its star faces to teach millions of people about its history and beauty,” he said, presenting DARA with a rose-shaped statuette, a national symbol.
DARA said her strongest connection is with her hometown Varna, pointing to landmarks such as the Varna Chalcolithic Necropolis, the Pobiti Kamani rock formation, Aladzha Monastery, and the Roman Thermae as key cultural and historical sites.
“My favorite subject in school was history. It is important for me that the message to the audience is personal. When a person speaks about a place that he has truly felt, then it reaches people much more strongly,” she said during a meeting at the Ministry of Culture.
She also highlighted her visit to the Belogradchik Rocks, describing them as a symbol of Bulgaria’s natural beauty.
BNT Director General Milena Milotinova underlined that Bulgaria’s identity as an ancient state with a major contribution to written culture should be better promoted internationally. She added that Eurovision offers a global platform for sustained visibility, arguing that having figures like DARA will help increase international interest in the country.