The EU policy is aimed at raising the standard of living in rural areas and supporting the processes related to uncovering and utilising their full potential. Rural territories in Bulgaria have unexploited potential, both in the use and protection of available resources and their social economic development, as well as in the generation of additional income. Through their sustainable development, a balance between economic, social and ecological growth would be achieved and the quality of life in them would be significantly improved. The purpose of the research is related to the study of the contribution of a sustainable organic agriculture model to achieve a multiplier effect on the rural area, as well as the linkage between organic agriculture and alternative tourism. The innovative organic agriculture model is undoubtedly one of the possibilities with a significant influence to achieve greater sustainability in the development of the rural economy in a territorial scope. The strong connection and interdependence between the economic entities in agriculture and tourism sectors is fully manifested when the interests of all interested parties in the development process of the specific territory are well combined.

Sustainable development is a key concept in the twenty-first century that aims to achieve a balance between present resource usage and responsibilities to future generations. The paradigm began in the field of environment protection but rapidly moved its attention and oriented itself to a variety of economic sectors, including tourism. The purpose of this paper is to explore the evolution of the concept of sustainable tourism development and to investigate the possibilities of the digital ecosystem in achieving this sustainability. The publication presents findings from an author’s research on the state of digital transformation in destination Veliko Tarnovo. As a result of the research, the indicators for measuring sustainable tourism, the main goals of the sustainable tourist development and the possibilities offered by the digital ecosystem for their achievement have been derived. The challenges facing DE in political, organizational, technological and ethical aspects are also reported. As a result of the analysis, we concluded that the digital ecosystem as an innovative organizational and business model successfully supports the sustainable development of the tourist destination.