In brief
Tourism Minister Ilin Dimitrov told Nova TV that the five largest international tour operators expressed growing interest in Bulgaria during a recent London meeting. Revenues rose 19 % over 2025 and the government plans to double marketing funds, introduce QR‑code feedback, and earmark tourist‑tax revenue for promotion and connectivity. Despite drone attacks in the Black Sea, the country’s reputation remains intact, and a new €10 million budget will boost 2027 advertising.
In an interview with Nova TV on Saturday, Tourism Minister Ilin Dimitrov announced that the world’s five largest tour operators had confirmed a surge in interest in Bulgaria after a discussion held at a travel event in London. He highlighted safety, affordability and the country’s dual focus on budget and high‑quality tourism as key reasons for the operators’ enthusiasm. The meeting also underscored the growing attraction of Bulgarian destinations amid rising travel costs in neighboring countries.
Tourism Minister Ilin Dimitrov said:
While countries around Bulgaria are sharply raising prices, we offer quality at affordable prices. Spain and Italy are experiencing overtourism, but this is not the case in Bulgaria.
He added that the country has remained a stable and resilient destination, especially after drone attacks on the Black Sea did not tarnish its reputation and that Qatar‑linked incidents have had no lasting effect on visitor confidence. Bulgaria’s tourism revenue last summer rose 19 % compared to 2025, with visitor numbers staying near the previous year’s figures despite a dispute that caused 220,000 airline seats to be lost to a German operator.
Tourism Minister Ilin Dimitrov noted that while German tourists usually arrive earlier in the season—prompting hotels to open sooner—the industry worked hard to salvage the season’s performance. “Tourist numbers were similar to 2025, while tourism revenue rose 19 %,” he told the press, citing a balanced recovery against the backdrop of higher prices and declining visitor numbers in neighbouring Italy and Spain.
Looking ahead, the minister outlined a plan to double marketing and promotion funds next year, with a return‑on‑investment target of 20 € per euro spent. “Every euro spent should generate a return of EUR 20,” he emphasized in a separate statement. The package also includes QR‐codes at restaurants, bars, hotels, museums and other tourist attractions to gather real‑time visitor feedback, and a requirement for mayors to allocate 50 % of tourism‑tax revenue to promotion and air‑connectivity projects.
He also mentioned that no inquiries have yet come to light regarding security arrangements for hosting Eurovision in Burgas in 2027, a major event expected to put Bulgaria in the European spotlight. The minister stressed that ongoing efforts are underway to showcase Bulgarian attractions and maintain safety standards, thereby ensuring the event’s success.
In related news, local media reported that Bulgaria will spend an additional €10 million in 2027 to advertise the country and improve links to tourist areas—effectively doubling the money allocated for promoting Bulgaria. This new budget is expected to support the government’s broader tourism strategy, targeting both mid‑range and high‑end visitors.
As Bulgaria positions itself as a competitive alternative to more overheated Mediterranean markets, the tourism ministry’s strategy aims to leverage affordable pricing while investing in high‑quality branding, visitor experience tools and infrastructure connectivity. Whether these initiatives translate into sustained, diversified visitor flows remains to be seen, especially as the industry grapples with external pressures and internal challenges such as the recent drone attacks and the logistical complexities of large cultural events like Eurovision.
