EMPATIA transforms cities, regions and attractions into desirable tourist destinations, able to compete on the national and the international market. We are based in Sofia, Bulgaria.

We turn potential into success. We are not an advertising agency or a PR agency, we are not a consulting agency, we are not a design studio or a digital marketing studio.

We are a company specialized in destination development, working close with you in every aspect of the development and the management of the integrated tourism product.



We develop analyses and strategies for positioning, we create brands, we implement integrated advertising campaigns, we craft public relations, we create strategic media policies and partnerships, we develop and realize content policies.

In short, we wage a war for the consumer's engagement. In the context of tourism and destination management, the rules of this war are very different, because the product is very complex and no one can hold complete control over it.

That's why destination marketing is completely different from the marketing practices in any other industry.

Kalina Gesheva receives an award for efficiency in advertising - EFFIE 2016, Sofia

Left to right: Krasimira Chahova - deputy mayor for tourism in the Stara Zagora Municipality, Nikolina Angelkova, minister of tourism in Bulgaria, Iasen Geshev - co-founder of EMPATIA



We develop products and build business relations with key players in the market.

Left to right: Krasimira Chahova - deputy mayor for tourism in the Stara Zagora Municipality, Nikolina Angelkova, minister of tourism in Bulgaria, Iasen Geshev - co-founder of EMPATIA

TEDx Stara Zagora



We create models, processes and operating practices by teaching the relevant teams in order to guarantee the sustainable development of the destination.


Kalina Gesheva

Kalina holds a master’s degree from the Université Sorbonne Nouvelle Paris 3.

She has over 15 years of experience in marketing and advertising, in Bulgaria and in France. She has received more than 55 awards for efficiency and creativity both on the Bulgarian and the international market.

She managed the branding and the advertising of Mtel, the biggest mobile operator in Bulgaria, until October 2017.

As part of the New Moment New Ideas Company, she received the Best advertising agency in Bulgaria award 4 times.

She has developed and managed over 500 advertising campaigns for over EUR 50 million.

Iasen Geshev

Iasen has over 20 years of experience in the development and the implementation of out-of-the-box projects in the fields of marketing, art and sports.

In 2018, he was on the "40 under 40" list of the Bulgarian national radio station Darik Radio.

He was the marketing director of one of the biggest sports events in the country – “Rally Bulgaria” and has hugely contributed to its becoming part of the World Rally Championship (WRC) in 2010.

He is the founder of Urban Art Foundation, which has been organizing the urban art project “Urban Creatures” for ten years in a row. It has transformed the Poduyane District in Sofia in a tourist attraction. The project is part of the cultural calendar of the capital.

Iasen is also a member of the “Access to Culture” working group at Sofia Municipality.


In two years of partnering with Stara Zagora Municipality we have achieved the following results:

  • +250%

    Growth of the average price for a night stay in the municipality. The market has developed in such a sustainable way, that in 2019 a growth of the average price per stay of two and a half times is reported in comparison to the previous 2018, according to statistics by booking.com.

  • +43%

    Growth of the income from tourist tax for 2019. As reported by the Municipality of Stara Zagora.

  • 20/24

    In 20 out of the 24 past months a growth in the number of stays has been reported in spite of the challenging period for the whole sector in Bulgaria.