Why Bulgarians Are Shaking Up Global Travel in 2026: Discover the Surprising Trends that Have Destinations Worldwide Scrambling to Attract Them!

Published on
February 7, 2026

In 2026, Bulgarians are increasingly making their mark on the global tourism scene, defying their country’s low average disposable income to explore farther destinations, embark on longer holidays, and embrace new travel experiences like cruises. Despite having the lowest disposable income in the European Union, the travel habits of Bulgarians are evolving rapidly, making them an outbound market worth paying attention to.

A Surprising Outbound Market Defying Economic Norms

Although Bulgaria ranks lowest in the EU in terms of average household disposable income, the demand for travel continues to rise, making it an interesting market for destinations looking to attract new visitors. According to recent data from Bulgaria’s National Statistical Institute, Bulgarian citizens have been increasingly taking outbound trips, and the trend shows no signs of slowing down. This rise in travel is driven by a combination of factors, including:

• Higher wages in urban areas such as Sofia, Plovdiv, and Varna
• The growing middle class, with increased travel aspirations
• Easier travel due to Bulgaria’s Schengen Area membership
• Increased availability of low-cost flights and affordable package deals

Industry experts, as reported by the Bulgarian News Agency (BTA), predict that 2026 will be a year of longer vacations, more distant destinations, and an increasing appetite for cruises. While Bulgaria remains an emerging market, this surge in travel habits marks an exciting opportunity for destinations seeking to expand their reach.

Cruises and Long-Haul Destinations Gaining Popularity

One of the strongest trends among Bulgarian travelers is a growing interest in cruise vacations. The appeal of Mediterranean cruises, Caribbean itineraries, and even transatlantic routes is becoming more pronounced, especially among travelers aged 35 to 60. Cruises are an attractive option for Bulgarians for several reasons:

• Cost predictability: Cruises bundle accommodation, meals, and transport, offering clear pricing that appeals to budget-conscious travelers.
• Reduced language barriers: International cruises tend to have multilingual staff, making them more accessible for Bulgarian travelers.
• Multi-country experiences in one trip: Cruises provide the opportunity to visit multiple countries on a single holiday, which is highly appealing for those seeking variety in their travel.
• Aspirational yet attainable luxury: Many Bulgarian travelers see cruises as a luxury experience, but one that is within their reach thanks to affordable packages and deals.

In addition to cruises, Bulgarian tourists are showing increased interest in destinations across Asia, the Middle East, and North America—especially where visa-free or simplified visa regimes are in place. This trend suggests that as Bulgaria’s outbound travel market grows, long-haul destinations are also becoming increasingly popular.

What Bulgarian Travelers Want: Key Preferences and Trends

To effectively attract Bulgarian visitors, destinations must cater to several key preferences that drive their travel decisions:

• Value over luxury for luxury’s sake: Bulgarians may be price-conscious, but they aren’t simply bargain-hunters. They respond best to travel offers that combine high quality, authentic experiences, and clear pricing.
• Clear pricing in euros: Bulgaria’s adoption of the euro in 2026 removes psychological barriers when it comes to pricing. Tourists now expect to see prices in euros, which helps build trust and simplifies budgeting.
• Safety and predictability: Particularly for families and older travelers, political stability, reliable healthcare infrastructure, and clear entry rules are important factors in choosing a destination.
• Cultural and natural experiences: History, UNESCO World Heritage sites, nature, gastronomy, and authentic local culture are strong selling points for Bulgarian travelers, who value enriching and memorable experiences over simple relaxation.

Strategies to Attract Bulgarian Visitors

As Bulgarian tourism continues to grow, destinations looking to attract these visitors should consider the following strategies:

• Work with Bulgarian tour operators and agencies: Tour operators in Bulgaria remain highly influential, and partnering with them can help expand your destination’s reach to Bulgarian tourists.
• Localize marketing content: Having websites and social media ads in Bulgarian can help make your destination more relatable and approachable.
• Simplify entry processes: Highlight visa-free access or streamlined visa procedures to appeal to Bulgarian travelers who may be put off by complicated entry requirements.
• Promote shoulder-season travel: Bulgarians typically travel in the shoulder seasons, so offering incentives or promotions during these times can encourage visits when the demand is lower.
• Leverage cruises and multi-destination itineraries: Given the growing interest in cruises and multi-country vacations, promoting these types of travel packages can help capture the attention of Bulgarian travelers.
• Utilize digital marketing: Facebook, Instagram, and YouTube are particularly effective platforms for targeting Bulgarian tourists, while traditional travel fairs in Sofia continue to play a role in building consumer trust.

A Market with High Potential for Growth

Bulgaria may not yet be among Europe’s highest-spending outbound markets, but its increasing mobility, rising economic confidence, and growing interest in travel make it an emerging market full of potential. As more Bulgarians begin to prioritize travel as a core part of their lifestyle, they are evolving from price-driven tourists to experience-driven travelers who are eager to explore the world.

For destinations that understand these nuances and are willing to tailor their marketing and offerings to cater to this emerging market, Bulgarian tourists represent a fast-growing opportunity. With their increasing desire for longer holidays, diverse travel experiences, and exploration of more distant destinations, the Bulgarian outbound market is ready to be courted by destinations worldwide.