Published on
December 30, 2025
Nestled along the Black Sea in southeastern Europe, Bulgaria is on the brink of a major transformation that will shape its future for years to come. On January 1, Bulgaria will officially adopt the euro, marking the country’s shift from the lev, its long-standing national currency, to the common European currency. As Bulgaria joins the Eurozone as its 21st member, this momentous decision holds far-reaching implications, not just for its economy, but for the tourism industry as well.
A New Chapter for Bulgaria’s Tourism Industry
Bulgaria’s transition to the euro has been years in the making. After meeting all the necessary criteria set by the European Union—controlling inflation, reducing the budget deficit, maintaining low borrowing costs, and ensuring exchange-rate stability—the country is ready to take its place in the Eurozone. This historic step follows Croatia’s recent accession to the Eurozone in January 2023, and is expected to increase the number of Europeans using the euro to more than 350 million, further strengthening economic ties across the continent.
For the tourism sector, this change is poised to bring significant benefits. As Bulgaria’s economy becomes more integrated with the European Union, tourists visiting from other euro-using countries will find it easier to navigate pricing and transactions. With a stable currency and economic alignment with the EU, Bulgaria’s appeal as a tourist destination is set to grow, attracting more European visitors who now have the added benefit of familiar currency and a stable financial environment.
Tourism Growth Amid Mixed Public Sentiment
While businesses in Bulgaria are largely in favour of the currency switch, the public response has been mixed, and these differing sentiments could affect the tourism experience. Many Bulgarians, especially older citizens and those living in rural areas, have expressed concerns over rising prices and the loss of their national identity tied to the lev. Some worry about the practicalities of the change, such as potential price hikes and the difficulties of adapting to the euro. For tourists, however, the switch could mean greater convenience, as businesses in cities like Sofia begin to display dual prices in both levs and euros, easing the transition for foreign visitors.
Despite the reservations among some locals, Bulgarian businesses are gearing up for the change. Tourist-centric establishments, from hotels to restaurants, are preparing to cater to both local customers and international visitors. In Sofia and other major cities, shopkeepers are displaying both lev and euro prices on goods, while government-backed advertising campaigns across billboards and television highlight the benefits of the euro. These efforts are designed to ensure a smooth transition for both locals and tourists, reassuring visitors that Bulgaria remains a welcoming destination.
Adjusting to Change: Potential Challenges for Tourists
Although the shift to the euro is set to benefit Bulgaria’s tourism sector, there are potential challenges for some visitors. Political instability, including recent protests and the resignation of the Bulgarian government, could create uncertainties for the country as it navigates this period of economic and social change. For tourists, this may translate into fluctuating prices and a lack of clarity around the full scope of the euro’s impact on local businesses.
Additionally, older Bulgarians and those living in more remote regions may not be as familiar with the new currency system, leading to possible confusion or challenges in daily transactions. Visitors heading to Bulgaria’s rural areas or smaller towns may encounter areas where dual pricing is less prevalent, making it harder to estimate costs in the new currency. While large tourist hubs are well-prepared for the euro switch, those venturing into less tourist-focused regions may experience a slower transition.
The Future of Bulgarian Tourism in the Eurozone
Looking ahead, the adoption of the euro is likely to bring significant advantages to Bulgaria’s tourism sector. The country’s economy will be more closely tied to the EU, boosting investor confidence and encouraging cross-border trade. For tourists, the adoption of a stable currency means fewer concerns over fluctuating exchange rates and the convenience of using a widely accepted form of payment across multiple European destinations.
However, the full impact on Bulgaria’s tourism sector remains to be seen. As Bulgarians adjust to the new currency, it will take time for both locals and international visitors to become accustomed to the changes. If the transition is handled successfully, Bulgaria could emerge as an even more attractive destination for European travellers, offering the promise of economic stability, simpler financial transactions, and a deeper connection to the broader European community.
A Bright Future for Bulgaria’s Tourism
In the coming years, Bulgaria’s adoption of the euro is expected to pave the way for stronger tourism growth, enhanced regional cooperation, and improved cross-border travel within the EU. The convenience of a single currency will benefit visitors who will find it easier to explore Bulgaria’s rich cultural heritage, historic sites, and picturesque landscapes. As the country’s economy stabilizes and becomes more integrated with the Eurozone, Bulgaria’s place as a dynamic and growing tourism destination will be more firmly secured.
For travellers planning to explore Bulgaria in the near future, the adoption of the euro marks an exciting new chapter. With the promise of smoother transactions, increased economic cooperation, and a stronger connection to the European Union, Bulgaria is poised to become an even more appealing destination for European and international tourists alike.