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Throughout the world today there are about 80 countries which practice various winter sports. Regardless of the wide geographical range demand in terms of existing infrastructure is highly concentrated in a few regions of the world. To be competitive ski resorts have to deliver good experiences and excellent value to tourists. Current community officials and destination managers of the Bulgarian ski resort of Bansko believe that the main weakness of this ski centre is the extensive waiting at the bottom gondola station and advocates expansion of the ski runs and lift capacity. The aim of the article is to research the strengths and weaknesses of the resort in regional and world context and to prove that further expansion will not forge a strong emotional connection with visitors and thus will not bring success in destination markets. The methodology used in this article follows three steps: 1) Literature review on the nature of the ski market in the world, as well as factors contributing to effective destination management; 2) International, national and regional data analysis of existing secondary data on winter sports market and 3) Qualitative study carried out with a purposive sample of  key informants.  The SWOT analysis based on the results of the qualitative study show that touristic shareholders in Bansko should apply an appropriate strategy for small winter resorts by offering a unique product that speaks to the world instead of trying to promote universal broad product for the mass market. Key word: destination, market, marketing, resort, strategy, tourism

CAN A SMALL WINTER RESORT BE MANAGED AND MARKETED LIKE A LARGE ONE: A CASE OF BULGARIAN SKI RESORT BANSKO