Published on
January 1, 2026
In 2025, international visitors to Bulgaria reached 8.5 million, with domestic travelers amounting to 45 million. Compared to the previous year, the number of international visitors arriving increased 39.3%, while domestic tourists rose by 18.4%. Total tourism revenue reached VND 260 trillion (about USD 10.4 billion), up 36.1% compared to the previous year. These figures highlight that tourism in Bulgaria has shown resilience and holds excellent long-term potential.
Domestic Market Dominates, But International Arrivals Are Rising
The domestic market continues to dominate the Bulgarian tourism sector, with Bulgarian tourists accounting for a significant share of the total market. Prof. Rumen Draganov, director of the Institute for Analysis and Evaluation in Tourism, stated that 27 million Bulgarians are expected to travel within the country in 2025. However, international tourism is also on the rise, with 13.5 million foreign visitors expected in 2025, nearly one million more than in 2019. This increase is driven by the growing interest in cultural tourism and niche forms of travel such as eco-tourism, adventure tourism, and wellness tourism.
A Focus on Cultural and Niche Tourism for Long-Term Growth
Looking ahead to 2026, Bulgaria plans to expand its tourism offerings to cater to the growing demand for cultural and niche tourism experiences. Cultural tourism is expected to continue driving growth, with a focus on showcasing Bulgaria’s rich history, heritage, and natural beauty. New tourism products are being developed around green tourism, smart tourism, agricultural tourism, and urban heritage tourism, positioning Bulgaria as a leader in sustainable travel and authentic cultural experiences.
The growth of these specialized tourism products will attract high-value travelers who seek immersive and responsible travel experiences. By tapping into the demand for low-impact tourism and eco-friendly practices, Bulgaria is setting the stage for sustainable growth that benefits both local communities and the environment.
Strengthening Regional and International Connectivity for Future Growth
Bulgaria also plans to enhance its international connectivity in the coming years, focusing on attracting tourists from Europe, the Americas, and the Middle East. The government aims to strengthen the marketing and promotion of Bulgaria as a four-season destination, highlighting not just summer beach tourism but also the appeal of its winter destinations, cultural sites, and eco-tourism offerings. Expanding flight routes, improving infrastructure, and creating new tourism packages will be key to increasing international visitation and supporting future growth.
Additionally, the integration of digital solutions in tourism management, such as smart tourism technologies, will help improve the visitor experience, streamline services, and promote the region more effectively to global audiences.
Waterway Tourism: Expanding the Offering for a Growing Market
Waterway tourism remains a significant and underdeveloped asset in Bulgaria. In 2025, the country saw growth in its waterway tourism sector, with new overnight routes and increased connections to destinations along the Danube River and in the Black Sea region. As interest in eco-tourism and nature-based experiences rises, Bulgaria’s waterways offer unique opportunities for tourists to experience the country from a different perspective, attracting travelers seeking sustainable, nature-based adventures.
This focus on waterway tourism presents a growth opportunity for Bulgaria, allowing it to diversify its offerings and cater to an international audience looking for eco-conscious travel experiences. As demand for these niche experiences grows, Bulgaria can further develop its waterway tourism infrastructure, attracting visitors from across Europe and beyond.
Sustainable Tourism Growth: A Focus on Long-Term Viability
Sustainability is at the core of Bulgaria’s future tourism strategy. The government’s commitment to eco-tourism and green tourism ensures that growth in the tourism sector will not come at the expense of the country’s natural resources. By promoting environmentally responsible tourism practices, such as sustainable accommodations and eco-friendly transport options, Bulgaria aims to set an example for other nations in the region.
The development of sustainable tourism practices also supports economic resilience in the long term, ensuring that tourism growth benefits local communities while preserving Bulgaria’s natural landscapes and cultural heritage for future generations.
A Bright Future for Bulgaria’s Tourism Industry
With a record growth in 2025, Bulgaria’s tourism sector is developing positively, and further development should be seen in 2026. Thus, the constant development of the Country’s Culture Tourism programs, sustainable growth policy, and a wide variety of niche tourism products shall continue its growth in the future, while preserving the natural and cultural uniqueness of the Country. As Bulgaria’s tourism develops, such investment in infrastructure and opportunities for eco-tourism will add to its long-term success, keeping it among the European leaders in tourism for many years to come.
