Choosing the holiday destination and formatting a preference for it is based on a recognizable image, a good reputation, awareness of the main competitive advantages of a destination, and hence - the importance of this image and reputation for the competitiveness of tourist destinations. The image is an important, significant part of the tourist destination, on how to present to an international audience, but also what influences consumer’s preferences. Considering this, the study examines the concept of forming an image of Bulgaria as a holiday destination, in its social and psychological perspectives. And has the following objectives: (1) to propose the formation of a positive image of Bulgaria as a tourist destination, and (2) to put the focus on Thracians culture heritage. Built on the findings that regrettably, the positive initial image of Bulgaria as a tourist destination, differs from the actual experience of tourism services for consumers.