Some modern trends in the development of tourism appear, one related to environmental care, too. Environmental care is an important and indispensable condition for achieving sustainable development. The purpose of this publication is to define the environmental trends in tourism and to examine some of the aspects in their manifestation. Ecological trends in tourism have a variety of manifestations. This paper examines part of the manifestations of ecological trends in tourism in the world, Europe and Bulgaria. Their benefits are the focus of the study.

The aim of the study is to estimate affective image of SPA and wellness destination Bulgaria. To assess the affective image, four semantic differential scales proposed by Russel and Pratt and seven additional author's scales are used, by which foreign tourists define their attitude to Bulgaria as a SPA and wellness destination. The findings of the study have significant managerial implications for destination marketing managers in SPA and wellness tourism.

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