Despite its relatively low level of foreign investment to date, Stara Zagora’s mayor and governor returned entries as convincing as any city or region in the competition. Existing investors such as French wine maker Belvedere, Italy’s ENEL, Turkish yarn manufacturer Embul Investment and US energy group AES have led the way for others to follow.

Although undeveloped, the politicians demonstrated a clear vision for the region’s development, scoring full marks for promotion and strategy. The region’s cultural events, its traditions and environmental heritage impressed the judges. The main city of Stara Zagora – known as the city of lime trees, poets and painters – hosts several international festivals, while the famous scented Valley of Roses lies outside the city and attracts visitors from around the world.