The research of attitudes of future professionals in the field of tourism could be regarded as a main reference point to outline opportunities for changing the image of a particular destination. Human resources who are coming to enrich and replace the current work force in tourism will have the decisive commitment to make marketing transformation shifts according to the pending requirements of geopolitical, social, economic and pandemic crises in 21st century. For that reason the research goal of this paper is to envisage a possible direction of change of the image of tourist destination Bulgaria based on the expressed attitudes of future professional for a new sustainable market position of the country. The author’s findings and conclusions on the research topic are empirically based on the opinions of interviewed students enrolled in master and bachelor degree university programs in tourism.
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