Assessment of the potential of Varna city as a smart tourist destination

In recent years digitalization became a mainstream factor for socio-economic development and improvement of quality of life. The concepts of "smart cities" and "smart tourist destinations" are real consequences of the global urbanization process. Nowadays, digitalization is a privilege for every destination oriented towards young people and innovation initiatives. Intelligent destinations require development of optimal urban management models bound by considerable investments. The current study examines the potential of the Sea capital of Bulgaria -Varna to become a smart tourism destination. The used methodology is based on the selection of three scientific tools - PESTEL analysis, SWOT analysis and Delphi method. The major findings showed that the need of digitalization will become an important feature of the tourist supply in Varna. The city is a fast-growing academic destination and an attractive center for many young people. The tendency to use innovative technologies before and during the stay in a destination, typical for every young person, creates numerous opportunities for Varna. The introduction of ICT in the modern life of the residents and the guests of the city should be done through a precise assessment of the advantages and disadvantages of the digitalization process.