In brief
Tourism Minister Ilin Dimitrov said that world‑class operators are taking notice of Bulgaria’s affordable, safe destination during a London discussion with five of the industry’s leaders. He cited a 19% rise in tourism revenue versus 2025 and announced a doubled marketing budget, QR‑based visitor feedback, and a €10m upgrade to advertising for 2027. With the country set to host Eurovision in Burgas, the minister stressed continued stability despite regional price hikes and drone attacks over the Black Sea.
In a televised interview with Nova TV on November 7, 2026, Bulgaria’s Tourism Minister Ilin Dimitrov confirmed that interest from the world’s largest tour operators in Bulgaria is growing quickly. The minister noted that he had met with representatives of five major global operators during a travel and tourism event held in London, where the operators expressed strong enthusiasm for the country’s offerings.
According to Dimitrov, Bulgaria’s combination of safety, affordability, and a broad spectrum from budget to high‑quality tourism is attracting travellers who are warned that neighbouring destinations, such as Spain and Italy, are suffering from overtourism and escalating prices.
"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,"
Dimitrov explained that the nation's tourism revenue for the most recent season rose 19% compared with that of 2025, even as international counts remained largely unchanged. He attributed this growth to an enhanced appeal of Bulgaria’s destinations and the existing asset base in hotels and attractions.
He cited a dispute between a prominent German tour operator and an airline that had resulted in the loss of 220,000 airline seats for Bulgaria. The German operator typically brings travelers at the start of the season, causing hotels to open early. Despite the losses, Dimitrov added, efforts have been made to salvage the season, and final visitor numbers matched those of the prior year.
Dimitrov further highlighted that drone attacks over the Black Sea, a concern raised by security officials, have not harmed Bulgaria’s tourism reputation. The minister stressed that the country remains a stable hub for leisure and business alike, with no discernible drop in safety perceptions among foreign visitors.
Looking ahead, Dimitrov announced a plan to double the national budget for tourism marketing and promotion in the coming year. He emphasised that every euro spent should produce a return of EUR 20, and that the focus would shift toward attracting mid‑range and high‑end tourists. The ministry will also roll out QR codes in restaurants, bars, hotels, museums, and tourist sites to let visitors rate their experiences and propel continual improvements.
In another move to support local economies, the minister said that mayors will be required to allocate 50% of revenue generated from tourist taxes toward promotion and air‑connectivity projects. The policy, he said, is intended to raise the overall quality of the tourist experience for both domestic and international guests.
Dimitrov noted that no official enquiries have been received concerning security arrangements for the upcoming Eurovision Song Contest, scheduled for 2027 in Burgas, a Black Sea city. He described Eurovision as a “prime opportunity” that could bring Bulgaria into the European spotlight and drive a surge of visitors to the country.
In line with that objective, the Bulgarian government will spend an additional €10 million in 2027 on national advertising and on improving transportation links to key tourist sites. The amount represents a doubling of the investment made in promotion and should complement the minister’s earlier commitment to double the marketing budget.
The minister also referenced a broader strategy that aims to translate Bulgaria’s tourism potential into more domestic flights, increased visitor numbers, and real revenue gains for local businesses and communities. While the strategy is yet to be fully unveiled, it will presumably involve close collaboration with both public and private sector partners.
In summary, the Ministry’s message to the global travel community is clear: Bulgaria offers safe, affordable adventures paired with growing infrastructure, and is actively investing in its marketing, digital feedback tools, and connectivity to welcome a larger stream of tourists in the coming years. Despite regional price increases and a challenge from drone attacks, the country’s tourism sector remains resilient, on an upward trajectory, and ready to embrace the international spotlight from its upcoming Eurovision event.
