The matrix was prepared by the team of Innovative Sofia with the support of the Bulgarian Congress Bureau - BGCB, and with the assistance of the team of Sofia Tourism Administration of Sofia Municipality. The matrix is designed to illustrate the rapidly evolving MICE ecosystem in Sofia and to draw additional attention to its various stakeholders. The matrix is to be further expanded to include even more categories and representatives of the sector.
Currently, the matrix contains information on over 90 of the main event venues; 34 supporting organizations, as well as 67 of the major events in the city.
In recent years, the city has been actively working on building a recognizable image and brand of Sofia and on its promotion as a modern, innovative European city, a preferred place for tourism, life and business. Congress tourism plays an important role in building this image.