An International Experience in Portugal Expanded the Horizons of IBSB’s Students and Faculty

From July 14 to 18, 2025, representatives of the International Business School of Bulgaria (IBSB) – Prof. Dr. Peslav Dimitrov, Assoc. Prof. Dr. Elena Aleksandrova, Hristina Tsonkova (Manager of International Student Admissions and Marketing), and IBSB students – participated in the Blended Intensive Programme (BIP) “Urban Identity, Image, and Attractiveness: Enhancing City Competitiveness and Appeal”, organized by the two universities ISMT Coimbra and ISVOUGA within the framework of the Erasmus+ “Right to the City” Consortium.

The program took place in the cities of Coimbra and Santa Maria da Feira, Portugal, bringing together participants from Bulgaria, Croatia, Italy, and Romania. Its main goal was to promote academic and cultural exchange among universities in Europe through discussions and practical activities focused on building urban identity, sustainability, and the competitiveness of contemporary cities.

During the first days in Coimbra, participants attended lectures and panel discussions on territorial branding, culture, sports, tourism, and sustainable development. The program was complemented by cultural events and visits to local landmarks, including a reception at the City Council.

The third day offered a cultural transition between the two regions, including a visit to the Adega de Khantanede winery, tasting of the traditional dish leitão, and a demonstration of how to make the famous Tentúgal pastries.

In Santa Maria da Feira, the focus shifted to the role of cultural traditions and festivals in shaping urban identity, illustrated through the case studies “Medieval Journey” and “Perlim”. Participants also discussed the importance of effective communication and smart cities as factors for enhancing urban attractiveness.

Prof. Dr. Peslav Dimitrov shared his impressions:

“Our participation in the program in Portugal was extremely valuable, both academically and culturally. It provided an opportunity to exchange ideas on developing urban identity and city sustainability, as well as to build partnerships with colleagues from various European universities.”

From the students’ perspective, the experience left a lasting impression:

“Working side by side with colleagues from other countries on real-life cases was extremely rewarding. We learned not only to analyze but also to make decisions as a team. Attention to detail can truly make cities more attractive and sustainable,” the students noted.

IBSB’s participation in international initiatives like this reaffirms the university’s commitment to providing high-quality education with a European dimension and to promoting the exchange of knowledge and cultural understanding.

This program not only broadened the academic horizons of its participants but also reinforced IBSB’s role as an active partner in the international educational community.