Join us at the Official Release of the First Matrix of the Congress and MICE Sector in Sofia

10 December, 2020


We are happy to invite you to join the webinar-presentation of the first matrix-mapping of the Congress and MICE (meetings, incentives, conferences, and exhibitions) sector in Sofia, prepared by Innovative Sofia and the Bulgarian Convention Bureau (BGCB).
The presentation will take place on 16 December (Wednesday) at 15:00 in Zoom.


The MICE matrix is ​​part of a series of sector matrices representing Sofia’s priority sectors (including the govtech, fintech, and gaming matrix).

The first edition of the MICE matrix includes information on the main venues, supporting organizations, and some of the significant events in the city.

It aims to show the rapidly developing MICE and congress ecosystem in Sofia, to draw attention to the various participants in it, and illustrate some of its success stories in Bulgaria and to the world.

It is a tool that can be used both by business – to showcase the ecosystem they are part of, and to present the city to foreign partners/investors and other stakeholders.

Next year, the matrix will be further expanded to include even more categories and sector representatives. 

The event is open but requires preliminary registration.


You can register HERE.





15:00 – 15:05 Opening 


15:05 – 15:10 Welcome words

Mr. Gencho Kerezov, Deputy Mayor, “Digitalization, Innovation and Economic Development” Department (Innovative Sofia), Sofia Municipality


15:10 – 15:25 Overview of the tourism sector in Sofia

15:10 – 15:15 Sofia: Innovative, Digital, Dynamic

Ana Georgieva, Expert ‘Digitalisation, Innovation and Investments’, Innovative Sofia

 15:15 – 15:20 The development of the tourism sector in Sofia

Ivo Marinov, Director, Sofia Tourism Administration, Sofia Municipality  

15:20 – 15:25 Congress tourism in Sofia and the role of the Bulgarian Convention  Bureau

Teodora Zhilkova, Executive Director, Bulgarian Convention Bureau – BGCB


15:30 – 15:40 Presentation of the First Sofia Congress and MICE Sector Matrix


15:45 – 16:00 Discussion and Q&A


We are looking forward to discussing with you the development of the local MICE ecosystem, as well as hearing your valuable feedback on how we can further expand the Matrix in its next edition.