Published on
January 25, 2026
The introduction of the euro in the tourism sector of Bulgaria has happened calmly and without disruption. The underlined that despite some earlier concerns, the transition is going smoothly and there have been no serious difficulties so far. Integration of the euro will be part of the tourism growth vision of Bulgaria, making Bulgaria an even more attractive destination in the European tourism market.
The transition to the euro will make Bulgaria part of the broader European tourist market, presenting a seamless experience for visitors and, at the same time, easing conditions for foreign tourists to travel to the country. Draganov pointed out that the checks and inspections carried out within the hotels and winter resorts have not brought about considerable consequences, which stipulates that the sector is taking the changeover very well, while continuing its upward trend.
Price Adjustments and Projected Revenue Growth
Looking ahead to the first months of 2026, Draganov expects moderate price increases across Bulgaria’s tourism sector. Accommodation rates are forecast to rise by 10%, while prices in restaurants and catering establishments are likely to increase by 7%. These price adjustments are in line with the expected tourism growth, which is forecasted to generate approximately €170 million (roughly 333 million leva) in revenue during the January to April 2026 period. This represents a 7% increase over the previous year, indicating steady growth for Bulgaria’s tourism sector.
This increase in tourism revenue is a testament to the country’s growing popularity as a travel destination, with a clear vision for continued growth. By strategically aligning pricing adjustments with long-term tourism growth objectives, Bulgaria aims to create a sustainable tourism economy that benefits local businesses, promotes job creation, and enhances the overall visitor experience. Draganov noted that tourism continues to be one of the strongest-performing sectors of the Bulgarian economy, contributing significantly to national economic development.
Local Tourism Challenges and Opportunities
Draganov also addressed reports of high prices in ski resort areas such as Bansko, which have raised concerns about the impact on the broader tourism sector. While he noted that this issue is localized, he warned that such pricing practices could undermine the country’s reputation in the long term, particularly in a competitive global tourism market. In the context of a common European market, such practices can negatively affect not only the local business community but also the overall image of the destination.
However, Draganov remains optimistic about the country’s long-term tourism growth vision, which emphasizes quality over quantity in the tourism sector. Responsible pricing, combined with efforts to improve service quality and promote sustainable tourism, will be key to maintaining Bulgaria’s global appeal and ensuring continued growth in tourism revenue.
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The Road Ahead: Tourism Growth Vision for 2026
Looking forward, the tourism sector in Bulgaria is set to continue its growth trajectory in 2026, with a forecast of 14 million visitors and an overall increase in tourism-related revenues. This growth is driven by strategic investments in tourism infrastructure, digital marketing, and the development of eco-tourism and cultural tourism initiatives that align with global travel trends. The tourism growth vision for Bulgaria focuses on building a more diverse and sustainable tourism economy that benefits both international tourists and local communities.
By focusing on areas such as heritage tourism, eco-tourism, and luxury travel, Bulgaria is positioning itself as a leading destination for tourists seeking both authentic cultural experiences and modern luxury amenities. Draganov emphasized that tourism is not just about attracting visitors but also about creating a long-term sustainable tourism ecosystem that provides economic benefits to a wide range of sectors, from local businesses to government investments.
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A Vision for a Sustainable and Thriving Tourism Industry
This smooth euro transition, along with the moderate price increases in Bulgaria’s tourism sector, reflects the country’s long-term tourism growth vision. Combining eco-tourism, sustainable practices, and infrastructure development in tourism has put Bulgaria in a strategic position to become one of the major players in the European tourism market.
In 2026, the number of tourists is expected to reach 14 million, and tourism income will continue to grow. Based on this, Bulgaria’s tourism sector will keep fostering economic prosperity and jobs beyond the year 2026. While furthering an inclusive and sustainable tourism economy, the future indeed looks bright for both the tourism sector and local communities, with benefits accruing to both parties to ensure long-term growth and resilience.
