Published on
January 14, 2026
Bulgaria’s tourism sector is undergoing a significant transformation, with the country positioning itself as both a dynamic destination for travelers and a thriving investment hotspot for the global travel industry. With its record-breaking visitor numbers, diverse tourism offerings, and investor-friendly climate, Bulgaria is increasingly seen as an attractive location for sustainable investments in tourism, wellness, and cultural heritage. As the country expands its tourism infrastructure and embraces a year-round visitor appeal, now is the time for investors to explore the opportunities that Bulgaria’s tourism sector presents.
1. Bulgaria’s Strong Tourism Performance
Bulgaria’s tourism industry has seen impressive growth, particularly in 2024, as it welcomed 13.3 million international visitors, setting a new record. This surge has solidified Bulgaria’s reputation as one of Southeast Europe’s most dynamic tourism destinations. The record-breaking number of visitors in 2024 exceeded previous levels, proving the country’s growing appeal to international tourists.
The country also saw a remarkable boost in tourism receipts, generating USD 4.3 billion in 2024. This represents a significant increase in both the volume of international visitors and the revenue they brought in. The strong performance of international tourism also had a positive impact on domestic tourism, which has grown substantially since 2019. Domestic travel nearly doubled, showcasing a booming local tourism market alongside the influx of international visitors.
As Bulgaria continues to attract more tourists, the performance of its tourism sector underlines the country’s economic potential and market stability, making it an ideal destination for investment opportunities.
2. Investor-Friendly Tourism Climate
Bulgaria’s tourism sector is not only thriving, but it is also actively cultivating an environment that is welcoming to investors. The country benefits from macroeconomic stability, having been fully integrated into the European Union. This integration has provided Bulgaria with a stable fiscal framework, offering a predictable investment climate that is highly attractive to investors in the tourism industry.
The Tourism Doing Business and Investing in Bulgaria reports from UN Tourism emphasize that Bulgaria is committed to offering a transparent and competitive business environment for tourism investors. The country has also streamlined its investment process, reducing permitting complexity and making it easier for new projects to get off the ground. This makes Bulgaria an increasingly attractive location for tourism investment, especially in sustainable travel areas such as wellness resorts, spa tourism, and cultural heritage sites.
Bulgaria’s government is actively encouraging sustainable tourism investments, supporting projects that focus on long-term development and ensuring the economic growth of the tourism sector.
3. Tourism Demand and Growth Trends
Bulgaria’s tourism sector is experiencing an unprecedented boom, driven by increased demand for both domestic and international travel. The country has surpassed previous tourism levels, not only in terms of visitor numbers but also in tourism receipts, which have grown steadily in recent years. In 2024, Bulgaria’s tourism revenue reached an estimated 14 billion BGN, demonstrating both the volume and value of the country’s growing tourism market.
The surge in tourism activity is expected to continue in the coming years, with projections for 2025 and beyond suggesting that Bulgaria will continue to see a rise in tourist arrivals and spending. The increase in both domestic tourism spending and international receipts highlights the country’s appeal to both local and foreign travelers.
With such strong demand, Bulgaria has established itself as not just a seasonal destination, but a year-round travel hub. Its diverse range of offerings, from beach resorts along the Black Sea coast to ski resorts in the Balkan mountains, ensures that tourists can find activities throughout all seasons. This growth trajectory signals a solid foundation for future tourism investments, particularly in infrastructure development and accommodation expansion.
4. Diverse Tourism Assets and Investment Potential
One of the most compelling aspects of Bulgaria’s tourism sector is its diverse range of tourism assets, which cater to various traveler interests. Whether tourists are interested in cultural exploration, wellness retreats, winter sports, or coastal vacations, Bulgaria offers something for everyone. The country’s Black Sea resorts and 25 Blue Flag beaches attract sun-seekers, while its mountainous regions provide an ideal setting for skiing and hiking enthusiasts.
Moreover, Bulgaria’s cultural tourism sector, with 10 UNESCO World Heritage Sites, offers an exceptional opportunity for investors in heritage preservation and cultural tourism. These sites, including ancient cities and religious landmarks, are key attractions for those interested in history and heritage tourism. With such a rich cultural heritage, Bulgaria offers a wealth of opportunities for investments in cultural tourism projects.
In addition, Bulgaria is emerging as a leader in wellness tourism, with numerous spa towns and wellness resorts utilizing the country’s natural resources and thermal springs. This sector is attracting both international tourists and investors seeking opportunities in the health and wellness market. The spa and wellness tourism potential in Bulgaria has been studied and recognized for its ability to attract tourists looking for relaxation and healing, making it a prime area for future investments.
5. Broader Tourism and Travel Trends Context
Bulgaria’s tourism success is not only the result of its natural beauty and historical attractions, but also due to broader global trends in travel and tourism economics. Official statistics indicate that tourism expenditure is growing, with tourist trips and tourism-related spending rising year on year. Domestic tourism spending alone reached EUR 1.14 billion in 2024, an increase of 89% compared to 2019. This reflects both the resilience and recovery of the tourism sector in the post-pandemic world.
This positive trend in both domestic and international travel further solidifies Bulgaria’s position as a year-round tourism destination. As more investors look to capitalize on this growth, the country’s tourism infrastructure is expanding, with increasing investments in hotel development and luxury resorts in key cities such as Sofia, Plovdiv, and along the Black Sea coast.
Conclusion
Bulgaria’s tourism sector is not only thriving but is actively welcoming new investments that will shape its future growth. The combination of macroeconomic stability, diverse tourism offerings, and a pro-investment climate makes Bulgaria a highly attractive destination for global investors. From wellness resorts and cultural tourism to spa destinations and heritage sites, Bulgaria provides sustainable investment opportunities across a wide range of tourism sectors.
With strong growth in visitor numbers, tourism receipts, and domestic tourism spending, Bulgaria is on track to continue its rise as one of Europe’s most dynamic and investment-friendly tourism markets. Investors looking to tap into year-round tourism opportunities, coupled with Bulgaria’s rich cultural heritage and natural assets, will find ample opportunities to capitalize on the country’s booming tourism economy.
