TUI and Bulgaria Sign 2030 Tourism MoU, Expanding Varna Hotel, Flights and Black Sea Travel Growth

A Memorandum of Understanding has been signed by TUI Group and Bulgaria, reaffirming their cooperation in tourism until 2030. This MoU is focused on improving the international profile of Bulgaria, developing air connectivity and creating new tourism products, as well as increasing the presence of TUI in the Black Sea region.

This document has been signed by the Chief Executive Officer of TUI Group, Sebastian Ebel, and Dr Ilin Dimitrov, Minister of Tourism of Bulgaria on 24 September at Euxinograd Palace located near Varna. As part of this cooperation, there is an expansion of investments of TUI Group in Bulgarian hotels, which includes opening TUI BLUE Arabella at Golden Sands in 2027. In addition, TUI Group launched a Boeing 737-8 Varna.

TUI and Bulgaria Target Wider Tourism Growth by 2030

The new partnership establishes a framework for cooperation between TUI and Bulgaria until 2030. Both sides intend to build on Bulgaria’s established appeal as a Black Sea holiday destination while developing a broader tourism proposition. The strategy will focus on joint destination marketing, stronger flight connections, diversification of tourism products and improvements to the visitor experience. A central ambition is to significantly increase the number of TUI customers travelling to Bulgaria’s Black Sea coast by 2030.

The partnership also places greater emphasis on tourism beyond traditional beach holidays. New products are expected to highlight culture, nature, wellness, city breaks and culinary tourism. This approach could help Bulgaria strengthen demand outside the busiest summer period and encourage visitors to discover more of the country.

Bulgaria’s Black Sea Coast Remains Central to TUI’s Strategy

Bulgaria’s Black Sea coast remains an important part of TUI’s holiday programme, particularly around Varna, Golden Sands, Burgas and Sunny Beach. The destinations attract travellers with long sandy beaches, all-inclusive accommodation and competitive holiday pricing. Families are an important customer segment, while the wider destination also provides opportunities for cultural, nature and activity-based tourism. The new agreement is designed to build on this established demand while expanding the range of experiences available to visitors. For TUI, Bulgaria represents a market where its integrated tourism model can connect tour operations, aviation, hotels and destination experiences.

TUI Expands Hotel Portfolio With TUI BLUE Arabella

Hotel investment is one of the most visible elements of TUI’s expansion in Bulgaria. TUI Hotels & Resorts has signed a franchise agreement for TUI BLUE Arabella with GRIFID Hotels. The property in Golden Sands near Varna is undergoing extensive renovation and is scheduled to open in summer 2027.

Their hotel will have 290 rooms and is expected to become the first TUI BLUE property on Bulgaria’s northern Black Sea coast. The project expands TUI’s branded hotel presence while adding more accommodation capacity to one of Bulgaria’s established seaside resorts. The agreement was signed by Grigor Fidanov, owner of GRIFID Hotels, and Bernd Mäser, CEO of TUI Hotels & Resorts.

TUI’s Bulgarian Hotel Portfolio Will Reach Five Properties

The new Golden Sands hotel will complement TUI’s existing and planned portfolio in Bulgaria. Around Burgas, TUI currently operates TUI BLUE Nevis, TUI Suneo Serenity Bay and TUI Suneo Perla, which together provide more than 1,900 beds. The already announced TUI Suneo Compass in Varna is also scheduled to join the portfolio in 2027.

With the addition of TUI BLUE Arabella, TUI’s branded hotel presence in Bulgaria will expand to five properties. Beyond its own brands, TUI’s European tour operator businesses also offer around 220 hotels from more than 150 partners across Bulgaria. The portfolio includes established concepts such as TUI Kids Clubs, giving families additional accommodation and holiday options.

Boeing 737-8 Named Varna Promotes Bulgaria Worldwide

TUI is also using its airline network to strengthen Bulgaria’s international profile. A Boeing 737-8 has been named Varna, giving the Bulgarian coastal city a prominent role within TUI’s international aviation network. The aircraft naming is more than a branding exercise. It provides a visible connection between TUI’s airline operations and one of Bulgaria’s leading tourism destinations. The aircraft also reflects TUI’s investment in a newer and more efficient fleet. For Bulgaria, the aircraft creates another opportunity to raise awareness of Varna and the Black Sea coast among travellers across TUI’s European markets.

TUI Leadership Meets Bulgaria’s Government in Varna

TUI’s senior leadership held discussions with Bulgarian government and tourism representatives during the group’s activities in Varna. TUI CEO Sebastian Ebel and members of the Group Executive Committee met senior Bulgarian officials to discuss destination development and the country’s international tourism potential.

Prime Minister Rumen Radev also attended TUI’s senior leadership conference. The discussions focused on the role tourism can play in Bulgaria’s wider economic development and its ability to attract investment. The engagement demonstrates that the partnership extends beyond individual hotels or flight services. It covers broader destination development and the long-term competitiveness of Bulgaria’s tourism sector.

TUI Brings 150 Senior Managers to Bulgaria

The partnership was reinforced by TUI’s decision to hold a three-day senior leadership meeting in Varna, bringing approximately 150 senior managers to Bulgaria. The gathering provided TUI executives with an opportunity to engage directly with the destination and examine its tourism potential.

Hosting senior management in Bulgaria also places the country within TUI’s wider corporate strategy and provides opportunities to discuss future investments, product development and destination cooperation. The meeting comes as TUI seeks to strengthen its integrated approach to tourism, connecting its airlines, tour operators, hotels and experiences business.

TUI Musement Offers More Than 150 Bulgarian Experiences

TUI’s presence in Bulgaria extends beyond flights and hotels. TUI Musement, the group’s tours and activities business, currently offers more than 150 excursions, activities and attraction tickets across the country. The programme includes Black Sea boat trips, mountain safaris and visits to historic destinations such as Sozopol and Nessebar. Travellers can also visit Balchik Palace, while programmes in Sofia include multi-day experiences covering the capital and surrounding areas.

More than 60 per cent of TUI experience sales in Bulgaria come from differentiated experiences designed to provide visitors with more authentic access to the destination. This supports the wider strategy of moving beyond conventional beach holidays and showcasing Bulgaria’s cultural and natural attractions.

Bulgaria Could Strengthen Its Shoulder-Season Tourism

July and August remain Bulgaria’s busiest tourism months, but TUI is also seeing strong demand for destination experiences during May and September. This creates an opportunity to extend tourism activity beyond the traditional summer peak. Cultural excursions, nature activities and city programmes can help attract visitors during periods when beach tourism is less dominant.

For Bulgaria, developing shoulder-season demand could support a more balanced tourism economy and create additional opportunities for hotels, attractions, transport providers and local businesses. The new 2030 partnership specifically supports the development of a more diversified tourism offer, making culture, nature, wellness, culinary tourism and city breaks part of the longer-term strategy.

TUI and Bulgaria Build a Broader Tourism Ecosystem

The cooperation will combine several aspects of tourism in Bulgaria including air connectivity, hotel development, marketing and experience. The integrated business model of TUI allows the company to market Bulgaria through European tour operators, transport visitors with the airline, host visitors with branded and associated hotels, and provide experiences through TUI Musement.

For Bulgaria, the cooperation will be a ready-made international platform for tourism, as well as the opportunity for Bulgaria to gain more visibility and diversification of tourism offers. The cooperation includes the TUI BLUE Arabella, the Varna-named Boeing 737-8, additional experience package and MoU for 2030 that show the bigger intention for cooperation with Bulgaria. The next step will be development of cooperation until 2030, during which the coast of Black sea will still remain the main area, but other tourism products will allow visitors to discover other areas of Bulgaria.