24
Feb 2026
Bulgaria’s business tourism is expanding as official data shows that tourist overnight revenue rose year over year.
At the same time, industry organizers in Sofia are promoting business events like TravelX 2026 to grow corporate travel across the country.
Revenue climb in December
The National Statistical Institute reported that revenue from tourist overnights reached 112.7 million lev in December, up 12.5% from a year earlier. Domestic travelers generated 75.6 million lev, while foreign visitors accounted for 37.1 million lev, according to the agency’s monthly release.
Tourist overnights totaled just under 1.1 million for the month, an 8.2% increase year over year. Bulgarian residents made up 765,500 of those stays, while 133,600 foreign tourists stayed in accommodation facilities across the country.
The number of visitors using hotels and other lodging rose to about 524,600 in December, also up 8.2% from the previous year. Domestic guests increased by 6.7%, while foreign arrivals grew by 13.1%, the statistics office said.
Business events gain focus
Industry organizers said that Bulgaria’s business tourism is still developing, even as overall travel revenue rises. Preslav Bobev, an event organizer and founder of the TravelX conference, described corporate travel as an area with room to grow.
“I would define business tourism as still a new and developing trend for Bulgaria,” Bobev told Fakti.bg in a recent interview. He said that many countries have built strong business travel sectors, while Bulgaria is still catching up.
TravelX 2026, scheduled for February 13 at the Inter Expo Center in Sofia, aims to bring together tourism professionals, event planners, and companies from several industries.
Bobev said that the forum will feature six main sessions structured as conversations between experts, along with foreign participants and a live-streamed interview studio.
The event is timed to coincide with the annual “Vacation and Spa” exhibition, allowing visitors to attend both gatherings with one ticket. “TravelX will attract and bring together representatives of several different industries,” Bobev said.
Blending work, travel
Bobev stated that business travelers are increasingly extending work trips to explore local attractions.
“People traveling on business… are increasingly looking for an opportunity to combine this work commitment with the standard experience of a tourist,” he said.
He added that even short stays can include visits to museums, restaurants, or landmarks. Bulgaria, he said, offers those options within close distance of major business venues.
Bobev drew on his own experience traveling to more than 100 countries for work. He said that he often stayed an extra day or two to sightsee, arguing that this pattern is becoming more common among professionals.
(Image courtesy of Pham Ngoc Anh via Pexels)
Industry tracks new trends
The event sector is also adapting to changing expectations, especially among younger travelers. Bobev said that organizers are investing in digital tools for planning, attendance tracking, and personalized experiences.
“Events are increasingly digitizing, using technology and AI,” he said, referring to software that manages data and forecasts attendance trends. He also noted a growing focus on waste reduction and energy efficiency at large gatherings.
Bobev described a concept called the Connect Card, which he claimed would allow access to multiple business events under a single system. He said that the goal is to simplify travel logistics and encourage repeat participation across conferences.
Measuring impact differently
Bobev stated that event organizers are shifting their metrics for success. “More and more events no longer measure their success solely by the number of visitors or revenue,” he said.
Instead, he pointed to long-term partnerships and follow-up projects as indicators of value. According to him, companies are paying closer attention to networking results after the event ends.
He advised businesses to attend conferences consistently if they want to expand their reach. “You can’t just show up to one conference a year and expect your network to grow,” Bobev said, calling it a gradual process.
Tourism sector expands
The December increase follows broader efforts by Bulgarian authorities and industry groups to diversify the country’s tourism offerings. While summer seaside travel and winter ski resorts remain strong draws, business travel is seen as a way to attract visitors year-round.
Conferences, trade fairs, and corporate meetings often take place outside peak vacation months, which can stabilize hotel occupancy rates. This makes business tourism a strategic segment for urban centers like Sofia and Plovdiv.
Bobev said that cooperation between sectors will shape the next phase of growth. “Each one is equally important for Bulgaria to build and present its own unique tourism product and experience.”
(Image courtesy of Christina Morillo via Pexels)
New border rules reshape travel
Bulgaria’s business tourism sector is also adjusting to new European Union border systems that affect short-term corporate travel.
The Entry-Exit System (EES), which became operational on October 12, 2025, registers non-EU nationals each time they cross the external borders of participating countries, including Bulgaria, and will be fully implemented by April 10, 2026.
Meanwhile, the European Travel Information and Authorization System (ETIAS), set to start in the last quarter of 2026, will require visa-exempt nationals from 59 countries to apply online before traveling to 30 European countries for short stays.
For companies planning conferences or trade fairs in Sofia or other cities, these systems add an extra pre-travel step for some international participants.
While most ETIAS applications are expected to be processed within minutes, decisions can take longer in certain cases, which may require travelers to apply well in advance of booked events.
At the same time, clearer digital records of entries and exits could make cross-border business travel more predictable once fully rolled out.
For Bulgaria’s business tourism, the combined effect of EES, ETIAS, and existing Schengen short-stay rules means tighter documentation, but also a more standardized process for non-EU professionals attending meetings, exhibitions, and corporate events.
Business travel builds momentum
December’s data show Bulgaria closing out the year with higher tourism revenue and visitor numbers.
At the same time, organizers of major conferences argued that Bulgaria business tourism still has room to expand, especially as companies seek destinations that combine meetings with short leisure stays.
With domestic travelers driving most overnight income and foreign arrivals rising at a faster pace, industry leaders are watching whether business-focused events can sustain growth beyond the traditional holiday season.