Bulgaria, Sofia, Sunny Beach and the country’s Black Sea and mountain destinations are entering a new phase of tourism promotion as the government targets 8 million foreign tourists annually by 2029. The plan focuses on strengthening established European source markets while developing demand from Japan and other long-haul destinations, alongside efforts to spread travel across more seasons. BTA
The target would represent a major increase from recent tourism volumes. Bulgaria recorded more than 4.1 million international tourists in accommodation establishments in 2025, up 9.8% from 2024, according to the OECD. Romania, Ukraine and Germany were the three largest inbound markets that year. OECD
Bulgaria broadens its tourism market strategy
The 2026 tourism push is placing particular attention on Romania, Germany, Poland, Türkiye and Japan. Tourism officials have been discussing additional flights, market campaigns, travel trade cooperation and ways to promote Bulgaria as a destination that can be visited throughout the year. Tourism Ministry
Germany remains an important source market. Bulgaria’s Tourism Ministry has described Germany as a leading market and reported steady growth and positive booking trends in 2026, while discussions with German tourism representatives have focused on rebuilding market demand and expanding bilateral tourism cooperation. Tourism Ministry
Poland is another market receiving increased attention. Bulgaria recorded more than 460,000 Polish tourists in 2025, according to the country’s Tourism Ministry, while officials have set an objective of reaching at least 800,000 Polish visitors in 2029. BTA
Romania remains a major travel market
Romania has a particularly strong position in Bulgaria’s tourism landscape because of its geographic proximity and established road travel connections. In 2025, Romanian visitors accounted for 984,092 tourist check-ins at Bulgarian accommodation establishments, an 8.5% increase from 2024 and 51.2% above 2019 levels. Tourism Ministry
For travellers from Romania, Bulgaria’s Black Sea resorts can be reached by road, while Sofia, Plovdiv and mountain destinations provide alternatives to coastal holidays. The tourism strategy is also looking at joint itineraries and stronger cross-border promotion to encourage travel in both directions. Tourism Ministry
Poland gets stronger air connectivity
Air access is another part of Bulgaria’s strategy to increase international arrivals. Discussions with the Polish market have highlighted existing connections, including 21 weekly flights from four Polish airports to Sofia. Tourism Ministry
The figures from 2026 indicate continued demand. Bulgarian tourism officials reported 109,000 visits by Polish citizens in July 2026, including 89,000 for tourism and leisure. BTA
For Polish travellers, Sofia provides a gateway to the country’s historic and cultural attractions, while onward journeys can connect the capital with Plovdiv, mountain resorts, monasteries and the Black Sea coast.
Japan opens a long-haul tourism opportunity
Bulgaria is also seeking stronger demand from Japan, where tourism interests include culture, traditions, wine, wellness and historic attractions. In July 2026, Bulgaria’s Tourism Ministry discussed bringing Japanese tour operators to the country to experience tourism products that could be incorporated into future programmes. Tourism Ministry
The destinations being promoted include the Rose Festival areas around Karlovo and Kazanlak, Rila Monastery, UNESCO-listed sites, Bulgarian wine regions, mineral springs and traditional cultural experiences. Around 8,000 Japanese citizens travelled to Bulgaria in 2025, according to the Japanese ambassador cited by the ministry. Tourism Ministry
For long-haul visitors, these attractions create the possibility of multi-stop itineraries rather than a single-destination holiday. Sofia can serve as an arrival point before journeys continue towards monasteries, historic towns, wine regions and mountain landscapes.
Türkiye adds another nearby market
Türkiye is also part of the tourism expansion strategy. Bulgarian officials have discussed measures intended to make travel easier for Turkish visitors, including work around visa procedures and stronger tourism cooperation. Tourism Ministry
The latest visitor statistics show the scale of existing regional travel. In July 2026, Bulgaria recorded 312,749 visits from Türkiye, including 68,875 holiday and recreation visits. НСИ – Национален статистически институт
Bulgaria’s proximity to Türkiye gives the country opportunities to develop both short breaks and longer leisure journeys, with Sofia, Plovdiv, the Black Sea coast and SPA destinations forming possible components of an itinerary.
Year-round tourism becomes a central focus
The 8-million target is also tied to reducing dependence on a narrow summer travel window. Bulgaria’s tourism policy identifies specialised tourism, cultural tourism, digitalisation, environmental measures and product development among its priorities. OECD
A summer campaign launched in June 2026 promoted Bulgaria across Germany, Poland, Türkiye and other European markets, presenting combinations of sea and mountain holidays, SPA and balneology, cultural routes, nature activities and Bulgarian cuisine. Tourism Ministry
This broader product mix gives travellers reasons to visit outside the peak beach season. Autumn and spring trips can focus on cultural cities, wine, hiking and wellness, while winter adds ski resorts and mountain tourism.
What travellers can expect from Bulgaria
Bulgaria’s tourism expansion is increasingly centred on giving international visitors more ways to experience the country. A holiday can begin in Sofia, continue through Plovdiv and the Rila region, move into the Rose Valley or wine country, and finish along the Black Sea.
The 2029 target places greater emphasis on international connectivity, diversified source markets and year-round tourism. As Bulgaria continues its campaigns across Europe and reaches towards Japan and other long-haul markets, its tourism offer is being positioned around beaches, mountains, culture, wellness, food and heritage rather than a single season or travel style.
