In brief
Tourism Minister Ilin Dimitrov said in a Nova TV interview that international operators are more interested in Bulgaria after meeting with several major tour companies in London. Tourism revenue rose 19 % over 2025, and the government intends to double its marketing spend and implement QR‑code visitor feedback. The minister also noted a disputed loss of vacation seats, drone attacks in the Black Sea and the upcoming Eurovision event in Burgas as factors that remain uncertain in their impact.
Tourism Minister Ilin Dimitrov told Nova TV on Saturday that interest from global tour operators in Bulgaria is growing, after meeting with representatives of five of the world’s largest companies in London.
During the London travel event, the ministers confirmed that operators saw the country as a safe destination offering “good value for money”, according to BTA, and that Bulgaria’s tourism revenue in 2026 was 19 % higher than in 2025. Dimitrov said visitor numbers for the summer were similar to the previous year while the Balkan region’s visitor arrivals were falling due to higher prices.
In a statement, Dimitrov emphasized that drone attacks in the Black Sea had not damaged Bulgaria’s tourist reputation. He added that Bulgaria balanced budget‑friendly and high‑quality tourism products, allowing travellers to choose according to price and preference.
"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 said, according to BTA.
He recounted a dispute between a major German tour operator and an airline that had forced Bulgaria to lose 220,000 airline seats. German tourists typically book earlier in the season, which pushes hotel openings sooner and changes the mix of visitors. Dimitrov said “considerable efforts” had been made to salvage the season.
Tourism revenue hit a record; BTA reports that the ministry is planning to double the €10 million annual marketing budget, a figure echoed in a Burgas media report that states an extra €10 million will be spent in 2027 to promote the country and boost links to tourist areas.
Dimitrov said that each euro invested should generate a return of EUR 20, and that the new budget will be directed at attracting middle‑range and high‑end tourists. The ministry will issue QR codes in restaurants, bars, hotels, museums, and other attractions to let visitors rate services and products.
“Every euro spent should generate a return of EUR 20,” Dimitrov said. He added that mayors will be required to allocate 50 % of tourist tax revenue toward promotion and air connectivity, per BTA.
Dimitrov also said there were no current inquiries about security arrangements for hosting the Eurovision Song Contest in Burgas in 2027, but that the event would put Bulgaria in the European spotlight. He said her efforts are underway to showcase the country’s attractions.
While the minister highlighted significant gains, he also noted that the impact of drone attacks on tourism travel behaviour remains unclear, and it is still uncertain how the increased marketing spend will translate into visitor numbers. The effectiveness of the QR‑code system and the full scope of the 2027 advertising campaign have not yet been assessed.
What remains unresolved is how the growing interest will affect long‑term visitor patterns, the specific return on investment from the doubled marketing budget, and whether the safety perception of the Black Sea region will hold in subsequent years. These questions are already acknowledged by the government and continue to be a focus for policymakers and industry observers alike.
