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The paper discusses the opportunities and perspectives for sustainable development of snowboarding in the town of Chepelare in Bulgaria. The tourist resources are described in detail in order to highlight the feasibility of creating a new market identity based on its competitive advantages, offering responsible and affordable snowboarding tourism. Marketing segmentation research has been conducted which reported the customer demand for snowboarding in the region. The slopes, lifts transport capacity, accommodation and food and beverage services are characterized.

snowboarding, lift infrastructure, ecological balance, ski slopes