Hydrogen is turning Stara Zagora into a key player on Europe’s new energy map

Hydrogen is no longer confined to laboratories, and one of the main challenges for its development is the need for public awareness and understanding. Its future in the global economy is secure, but Europe faces the important task of winning the innovation race in this field, amid strong global competition, including from China.

These were among the key messages delivered during the international hydrogen conference CONNECTING HYDROGEN, which brought together institutions, businesses, and experts from around the world in Stara Zagora on March 26. The event turned the city into a platform for strategic dialogue among all stakeholders, set against the challenges of energy transition not only at regional, but also at European and global levels.

The conference was organized by Stara Zagora Regional Economic Development Agency (SZ REDA), with the support of the European Climate Initiative (EUKI) of the German Federal Ministry for Economic Affairs and Climate Action, within the framework of the project ReNewStart for Hydrogen..

Hydrogen is leaving the lab and entering the streets

The forum moved the discussion beyond laboratories and strategies, focusing instead on real projects, investments, and solutions. It took place just one day after the official launch of the ZAHYRproject, which foresees the production of 500 tons of clean hydrogen annually in the Stara Zagora region and its use across multiple industries, including mobility and urban transport

Rumyana Grozeva, Executive Director of SZ REDA, Румяна Грозева noted that the event was aimed at professionals, citizens, and anyone seeking answers to pressing questions. “In this case, we are not talking only about hydrogen, but also about innovation and new technologies that help mining companies restructure and continue operating in a sustainable way for the region. We have never positioned ourselves against coal. On the contrary, we have always sought ways for this industry to continue operating in a manner that is beneficial for both people and nature,” she said. According to her, hydrogen is already entering practical use to a large extent, as many of the projects presented at the forum are not just experimental but involve actual production. “Yesterday we launched the ZAHYR project, which focuses on hydrogen mobility, as this is where hydrogen is most mature. We are not talking only about testing, but about real hydrogen production, and I assure people that we will not use the region’s water resources in any way. Real buses and heavy-duty trucks are involved. We are collaborating with Trakia University, transport companies, and the European Digital Innovation Hub Zagore. There are many partners,” she added. She emphasized that hydrogen as a technology often faces negative perceptions, particularly regarding cost and impact on water resources. “That is why we organize such events—to explain, inform, and answer people’s questions,” Grozeva added.

Understanding hydrogen as part of the future of industry remains a major challenge, according to Bart Biebuyck, “Hydrogen Person of the Year 2025,” who expressed his pleasure at being in Stara Zagora once again. He shared his personal experience: when he first began exploring hydrogen technologies 20 years ago and contributed to the development of the first hydrogen car, the Toyota Mirai, public understanding of hydrogen was virtually nonexistent. “Hydrogen is a new technology, and many people have not had the opportunity to become familiar with it. The only way for it to be accepted is to be visible—it must go out into the streets, people must see it, use it, and experience its benefits,” he emphasized.

The price competition: who will win the race?

The second major challenge in hydrogen’s future is cost—a topic repeatedly raised during the forum. Discussions made it clear that hydrogen’s future will not be decided in laboratories, but in the market.International examples showed that in countries like Brazil, where renewable energy has a strong share, hydrogen can be produced at highly competitive prices—sometimes even lower than methane. This places Europe in a situation where technological leadership must be supported by rapid scaling and investment.

“We lost the race for batteries. We lost the race for solar panels. This race is not over yet—but we must accelerate,” warned Bart Biebuyck.

The discussions also covered the global context—from hydrogen strategies in Montenegro to large-scale investments in Latin America and China, where projects are already being implemented at around $3 per kilogram of hydrogen. These examples once again demonstrated that competition is global and that Europe must act quickly.

Stara Zagora among Europe’s transformation leaders

Against this backdrop, Stara Zagora positioned itself not just as a host, but as an active participant in the process. “Stara Zagora is at the heart of Bulgaria’s energy transition, and you have a clear mission to become a leading hydrogen valley in Southeast Europe,” said Valérie Bouillon-Delporte, Executive Director of the Clean Hydrogen Partnership, who joined the event via live video.

She also explained why hydrogen valleys are an effective model for integrating hydrogen into future economies: “They connect production with distribution and innovation, bringing together industry, mobility, infrastructure, public institutions, and investors around a shared project, and help regions like yours turn hydrogen into an opportunity for economic development, not just an energy concept.”

This perspective was reinforced by Sarah Zimering from the European Climate Initiative (EUKI), which finances projects and organizations across 25 countries with over €100 million in funding, aiming to turn climate policy into real action on the ground. She emphasized that hydrogen is a key element in this process—not only as a technology, but as a tool for international cooperation, capacity building, and accelerating the deployment of clean solutions.

The panel “Decarbonising the Energy Heart of Bulgaria” demonstrated that the region is already moving from vision to concrete action. The presented projects—ZAHYR, H2Start, and ReNewStart for Hydrogen—outlined a clear roadmap for transformation. The ZAHYR project alone foresees the production of 500 tons of green hydrogen annually, an investment of around €24 million, and the creation of over 700 jobs—both direct and indirect. In addition to its economic impact, the project will have a significant environmental contribution, with expected emission reductions of nearly 4,800 tons of CO₂ per year. Importantly, these initiatives are not isolated—they are part of a broader European framework. Across Europe, dozens of hydrogen valley projects are being implemented, with a total value exceeding €1.5 billion, while the Clean Hydrogen Partnership alone has mobilized hundreds of millions of euros in funding.

Conversations beyond the script

Perhaps the strongest indication of the event’s significance was the dynamic nature of the discussions, which quickly went beyond the planned agenda. The first panel alone ran more than 45 minutes over time, as audience questions kept coming and panelists’ comments sparked further debate.

The event format was unconventional but effective, featuring three moderators posing questions from different perspectives—systemic, economic, and “the voice of the audience.” This allowed the discussion to capture the multiple dimensions of hydrogen and its role in the future of regions.

CONNECTING HYDROGEN demonstrated something essential: hydrogen is no longer a topic of the future—it is a topic of the present. And the key to its development lies not only in technology, but in understanding, accessibility, and speed of implementation. Stara Zagora made a clear statement that it has both the ambition and the capacity to be part of this process—not as an observer, but as an active participant. And if one sentence were to summarize the day, it would be simple: hydrogen must not only be developed—it must be understood, accessible, and applied—here and now.