Bulgaria’s New Tourism Strategy for 2026 Highlights Wellness, Heritage and Euro Introduction

Published on December 6, 2025

Bulgaria continues to take the lead in promoting its winter tourism, focusing on messages that introduce the euro, ensure the safety of tourists, and highlight the country’s natural conditions. The Tourism Minister and BTA Director General presented the current and future tourist trends and an action plan for attracting foreign visitors, promoting Bulgaria’s winter destinations.

A New Era for Bulgarian Tourism

Organized by BTA in partnership with the Municipality of Chepelare, the Bulgarian Union of Balneology and SPA Tourism (BUBSPA), and the Pamporovo resort, was a vital platform for discussing the future of Bulgaria’s tourism. This forum is part of BTA’s initiative to hold bi-annual forums, one before the summer and one before the winter tourist seasons, where the tourism strategy and messages for the upcoming season are outlined.

Director General Kiril Valchev emphasized that the introduction of the euro and Bulgaria’s recent accession to the Schengen Area are both significant milestones for the country’s tourism. These developments offer tangible benefits for travelers, particularly those from the Eurozone, making Bulgaria an even more attractive and accessible destination for European tourists. For countries outside the Eurozone, like Romania, the message remains focused on border-free travel, which is expected to continue to attract visitors from neighboring countries.

The Euro Introduction and Its Impact on Tourists

Bulgaria’s introduction of the euro presents both challenges and advantages for its tourism sector. For travelers from the Eurozone, this transition means they can now pay in Bulgaria using the same currency they use at home, simplifying the travel experience. Valchev noted that the introduction of the euro would help promote Bulgaria as a more convenient destination for tourists, particularly from Greece and other neighboring countries within the Eurozone.

For visitors from countries with different currencies, such as Romania, the message of border-free travel remains crucial. Additionally, for tourists from third countries, such as North Macedonia and Serbia, the ease of travel to Bulgaria without the need for visas will continue to enhance the attractiveness of the destination.

The introduction of the euro, coupled with the country’s enhanced connectivity, sets Bulgaria apart as a desirable and accessible destination, especially in the context of the growing global tourism market.

Addressing Safety Concerns and Political Stability

One of the key messages from the forum was ensuring the safety and security of tourists visiting Bulgaria. Valchev recalled that during the first forum in Varna in 2022, amid the ongoing COVID-19 pandemic and the onset of the Ukraine war, the unified message was “Bulgaria is safe.” This message remains relevant as safety concerns continue to impact global tourism decisions. While social and political tensions can sometimes dissuade travelers, Valchev highlighted that media portrayal of safety concerns often exaggerates the situation.

Valchev pointed out that Bulgaria must continue to focus on security by promoting peaceful protests and ensuring that political tensions do not escalate in ways that impact tourism. Bulgaria should follow the examples of other democratic nations, which maintain high tourist numbers despite occasional protests and social tensions. The focus on peaceful, stable environments is a critical factor in attracting international visitors who seek relaxation and comfort during their vacations.

Leveraging Natural Conditions for Tourism Growth

Bulgaria’s natural landscapes remain one of the country’s greatest tourism assets. The forum emphasized that, despite global challenges like climate change, Bulgaria’s unique natural conditions—such as the pristine snow and mountains of Pamporovo—are key to its tourism identity. Valchev noted that last year’s messaging, “Bulgaria – there is snow,” was an effective way to counter concerns that Bulgaria lacks sufficient snowfall for winter sports.

The natural beauty of Bulgaria, from its snowy mountains to its warm climate, plays a major role in its tourism appeal. To ensure that Bulgaria continues to offer a compelling winter destination, the country will need to develop a diversified portfolio that promotes year-round tourism, including skiing, hiking, wellness tourism, and cultural exploration.

Bulgaria’s Strengths in Wellness, Wine, and Heritage Tourism

Bulgaria’s wellness tourism, backed by its rich natural mineral waters, remains a standout offering. With more than 550 thermal and mineral water deposits, the country is the second-largest provider of natural spring and mineral waters in Europe after Iceland. This makes Bulgaria a prime destination for wellness tourism, which is increasingly popular among international visitors.

The Bulgarian Union of Balneology and SPA Tourism has been actively promoting the country as a destination for wellness, wine, and cultural heritage tourism. By combining wellness offerings with cultural experiences like local festivals, culinary tours, and visits to UNESCO World Heritage sites, Bulgaria is positioning itself as a prime destination for those seeking health, relaxation, and cultural immersion.

The Role of Infrastructure and Accessibility in Tourism Growth

At the heart of Bulgaria’s tourism strategy is the need to enhance its infrastructure and accessibility. With improved transportation networks, better air connectivity, and strategic investments in tourist facilities, Bulgaria is working to make itself more attractive to international visitors. The government’s investments in transport, particularly through efforts to expand and upgrade airports and roads, will support the growth of the tourism sector by making travel more convenient for tourists.

Bulgaria is also focusing on improving its offering to business and event tourism. By enhancing conference tourism capabilities, such as those in Pamporovo, and promoting its spa resorts, Bulgaria is positioning itself to become a regional leader in MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism.

A Vision for Bulgaria’s Tourism Future

Bulgaria’s tourism industry is set for growth, driven by strategic initiatives focused on safety, accessibility, and leveraging the country’s unique natural and cultural offerings. The upcoming years will see the country refine its tourism messages and increase efforts to attract international tourists through targeted marketing campaigns and infrastructure development. With a growing commitment to sustainability, cultural preservation, and tourism diversity, Bulgaria is ready to embrace its future as a top-tier European destination.

Building Bulgaria’s Global Appeal

The tourism strategy for Bulgaria in 2026 is thus based on solid grounds, emphasizing its strong points and surmounting obstacles linked to climate and political conditions. Thus, making safety, accessibility, and rich cultural heritage promotion priorities, Bulgaria will obtain a position among the most visited European countries by tourists from every corner of the world. Also, infrastructure improvement, implementation of new tourism products, and globalization of the profile ensure that Bulgaria will remain competitive for both winter and year-round tourism.