This chapter reviews the broader challenges of defining sustainability issues for a particular destination, in this case that of an emerging tourism country in Europe, Bulgaria. The search for an increasing level of revenues and development in an emerging destination is confronted in this chapter, along with the necessary sustainability issues that should be guiding the tourism life cycle of the destination. The review of previous experiences and the current situation underlines the need for the conscious and purposeful cooperation of all stakeholders, notably through the development of sustainable tourism strategic initiatives.
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