Of all the various players involved in the air cargo industry, it is probably safe to say that the image and role of the traditional GSA has likely changed the most over the past two decades – at least, that of the more successful ones. One such candidate is clearly ECS Group subsidiary, Globe Air Cargo Bulgaria. The GSSA recently celebrated its 20th anniversary with customer, colleagues and partners. CargoForwarder Global (CFG) asked Globe Air Cargo Bulgaria’s Managing Director, Tania Mlechenkova (TM), about the secrets to her company’s success and for a reflection on then and now on the Bulgarian air cargo scene.
CFG: Congratulations on your 20th anniversary! How does today compare to 20 years ago, when you first started out? What has changed, what has remained the same?
TM: Indeed, I started working for the air industry 25 years ago. From “Flintstone” to the “Jetsons” illustrates to a great extent the changes over the years. At the time when I started, the only way of communication was by phone, fax and telex. I’m sure the young generation doesn’t even know what a fax machine is! And nowadays, we stay connected while flying. The technological and market developments have significantly reshaped the air industry, but still the core process of flying, taking off, landing, navigating has remained fundamentally the same.
CFG: How have you chosen to celebrate 20 years?
TM: We began planning the 20th year celebration last year. This is our way to express gratitude to the airlines we represent, to our customers and business partners. Finding the venue was a bit challenging. We named the event ‘Elegance in Sky’ and the location had to convey the overall idea which might be described as serene, stylish and inviting. The atmosphere had to reflect the sense of exclusivity and refinement.
But it was not just an event celebrating 20 years of GAC Bulgaria. It was also combined with our Group’s long-term sustainability strategy. Young people and talents are the architects of our future, and they are the ones having the potential to go beyond the boundaries. And our goal should be to encourage them in this path. This is how we came to the initiative to make a donation to one of the Bulgarian math teams participating in international competitions.
CFG: What brought you, personally, to air cargo? What do you enjoy about the industry and what would you advise others considering a career in air cargo?
TM: Luck! I graduated in math science and macroeconomics and, as a student, I never imagined working for the air industry. I searched for a summer job and I came across an announcement for a position of customer service agent in a GSA company. The ‘temporary summer job’ turned to be ‘lifetime one’ or at least for the last 25 years. This was love at first sight. As soon as you smell the kerosene, you already know.
For those who want to work in a dynamic field, in a fast-paced environment, who enjoy ticking opportunities, living on a stand-by, who have passion for aviation, technology and global connectivity – the air industry is the right place.
CFG: What is your business credo and what do you feel is the secret of 20-year GAC Bulgaria’s success?
TM: 20 years is a long journey. But for me, the years have passed in a blink of an eye. Still, this is a remarkable achievement. The principles in doing our job and living a life are the same. It’s like solving a math problem – finding a solution by having certain parameters, and if you remember that every problem has at least 2 solutions – then it’s easy.
There is no single formula for success. But if I must summarize it in 2 words: it would have been – Personal Attitude.
CFG: You are a team of 2, correct? How many airlines do you support, what are the main commodities being exported/imported, and what is the balance export/import?
TM: We used to be a team of 2 for the last 5 years. But at some point, the workflow increased so dramatically that we realized only 2 of us is not enough to meet the customers’ and airlines’ needs and expectations. Currently we are 3 ladies in the office, managing all activities.
We represent 9 airlines in total – both online and offline – covering all kind of commodities: textiles, chemicals, pharmaceuticals, machinery and equipment, electricals, fruit and vegetables, biological samples, dangerous goods, banknotes, watches, AOG, etc. The import still has an advantage compared to the export.
CFG: Looking at the GSSA scene in Bulgaria – what has changed here over the past 20 years? What is the trend when it comes to outsourcing, and why do you believe that is?
TM: When GAC entered the Bulgarian market, there were only 2 GSA companies. Over the years, the number increased to 7 and there was room for all of us… until the world started to change due to technologies and digitalization. The traditional GSA concept is no longer valid. And I must say that we, as a Group and GAC Bulgaria in particular, are more than a pure GSA. We cover all cargo activities – from A to Z.
20 years ago, sales and bookings were the core of the GSA business. Nowadays, it’s just the gravity point around which all other strategies are defined – such as capacity and revenue optimization, implementing new technology, and adopting sustainability.
The era of the ‘prêt-à-porter’ in the air industry is over. The meaning of outsourcing today, is to offer expertise. In that respect, ECS Group is not only the pioneer, but also the leader.
CFG: The European Commission predicts that the GDP in Bulgaria is projected to grow by 1.9% in 2024 and 2.9% in 2025, with exports expected to expand robustly after 2024-Q1, in line with the recovery of external demand, and imports are projected to rebound, led by domestic demand. What is your prediction for air cargo over the next couple of years and what do you see happening for GAC Bulgaria?
TM: Air cargo is not an exception and, as such, correlates with that forecast. The expanding of the IT sector can boost Bulgaria’s ability to produce and respectively export more. Same applies to the automobile and pharmaceutical sectors. The Bulgarian market is a competitive one in terms of quality, cost and innovation. This can result only in a positive trend. The short-term forecast for the next 1-2 years, is for moderate growth. Significant growth can be expected in the medium term.
As long as GAC Bulgaria sets the rules, serves as a role model, and supports other companies as they adhere to those rules, the good future is secured.
CFG: How would you evaluate the level of digitalization in air cargo processes in Bulgaria to date? What works well, and what requires improvement?
TM: In Bulgaria, digitalization in air cargo processes is progressing under EU regulations, which encourage digital standardization. The local government is also modernizing the logistics and transport sectors. While many Bulgarian freight forwarders have adopted digital platforms for booking, tracking, and managing shipments, some still use legacy systems and manual processes.
As part of the ECS Group, GAC Bulgaria is fully aligned with the group’s digital strategy, supporting freight forwarders here to embrace these advancements. This alignment helps ensure that our operations and those of our partners stay current with the latest digital trends, maintaining our competitive edge in the industry.
CFG: If air cargo was a Bulgarian dish/food item, which would it be and why?
TM: Banitsa – it’s a traditional Bulgarian pastry made from layers of filo dough filled with a mixture of eggs, cheese and sometimes yogurt. It becomes wonderfully crispy and flaky when baked, contrasting with the soft, creamy filling inside… just like us! [She smiles.]
Thank you, Tania, for this interview!
Exclusive – Globe Air Cargo Bulgaria turns 20! | CargoForwarder Global