At the opening of the ski season in Borovets, it was clear that Bulgarian ski resorts try to make their way to the Scandinavian and Central European market. Up to now, tourists from Denmark, Sweden and Finland recognized Bulgaria as a destination for their summer vacations, and in the winter they preferred the Alps. The attempts to gain the attention of new countries are some of the measures that Bulgarian tourism takes to fight the financial crisis. In this season, a serious drop of 30% in the two main markets – the United Kingdom and Russia – worried the tourism industry in Bulgaria.