Poland and Bulgaria are preparing new tourism programmes for 2027 that aim to broaden travel beyond the traditional Black Sea holiday. The focus is moving towards culture, spa and wellness, wine, gastronomy, city breaks, nature, winter travel and events that can attract Polish visitors across different seasons.
The shift was discussed at the first Polish Chamber of Tourism Business Forum held in Bulgaria, which took place at Sunny Beach on 15 September 2026. Supported by Bulgaria’s Ministry of Tourism, the forum brought together tourism businesses, institutions and media representatives from Poland and Bulgaria to discuss new products and partnerships for 2027.
Sunny Beach Becomes a Starting Point for 2027
Sunny Beach remains one of Bulgaria’s best-known coastal resorts and provided the setting for discussions about expanding the country’s tourism offer. The resort is located near Nessebar and Burgas, making it part of a wider Black Sea itinerary that includes beaches, historic attractions, marinas and coastal towns.
For Polish travellers, the traditional summer package can include accommodation around Sunny Beach, beach activities and excursions to nearby Nessebar. The new approach discussed by tourism businesses adds reasons to travel beyond the peak beach season.
That means future programmes can connect coastal holidays with cultural routes, wellness stays, food experiences and events in other parts of Bulgaria.
Culture Opens New Routes Across Bulgaria
Cultural tourism is expected to play a larger role in the 2027 programmes being discussed between Bulgarian and Polish tourism companies. Bulgaria offers historic cities, archaeological sites, monasteries, museums and traditional cultural experiences that can be visited throughout the year.
Sofia provides a natural starting point for city-based itineraries, with landmarks, museums, galleries and access to nearby mountain areas. Travellers can also continue towards Plovdiv, where the historic Old Town, Roman heritage and cultural venues provide a different urban experience.
Veliko Tarnovo offers another route for travellers interested in Bulgarian history, with its medieval heritage and hilltop setting. Such destinations can be combined into multi-city itineraries rather than limiting a Bulgarian holiday to the coastline.
Wellness Adds a Four-Season Travel Option
Spa and wellness tourism is another major part of the new tourism focus. Bulgaria has established spa destinations across several regions, allowing visitors to combine accommodation with wellness programmes and access to mineral-water facilities.
Destinations such as Velingrad, Hisarya, Sandanski and Sapareva Banya are associated with spa and wellness travel. These locations can support shorter breaks during periods when the Black Sea resorts are outside their main summer season.
For Polish visitors, wellness programmes can also be combined with cultural excursions, nature walks and local gastronomy, creating multi-day itineraries that do not depend on warm-weather beach travel.
Wine and Gastronomy Bring Local Experiences
Food and wine are also being included in the wider tourism offer being developed for Polish travellers. Bulgaria has several wine-producing regions where visitors can combine vineyard visits and tastings with rural travel and local cuisine.
Melnik in southwestern Bulgaria is known for its wine traditions and distinctive landscape, while areas around Plovdiv and the Thracian Valley provide opportunities to connect wine tourism with cultural and historical attractions.
Gastronomy can also be incorporated into city breaks and regional itineraries. Travellers can experience Bulgarian dishes, local products and traditional food markets while moving between cultural destinations.
Polish Tourism Demand Continues to Grow
The Polish market has become increasingly important for Bulgaria. According to Bulgaria’s Ministry of Tourism, more than 460,000 Polish tourists visited Bulgaria in 2025, while the ministry has set a target of reaching 800,000 Polish visitors annually by 2029.
The ministry also reported changes in organised travel during 2026, with Bulgaria strengthening its position in the Polish market. The tourism forum therefore focused not only on visitor numbers but also on developing new travel programmes that can support tourism outside the traditional summer period.
B2B Meetings Target New Travel Programmes
Direct business meetings formed an important part of the forum. Bulgarian hotels and tourism service providers met Polish tour operators and agencies to discuss new programmes and partnerships for upcoming seasons.
These meetings can connect accommodation providers with tour operators seeking cultural, wellness, culinary, nature and event-based products. They also create opportunities to package several Bulgarian destinations into a single itinerary.
Air connectivity remains another practical part of the equation. Bulgaria has been working with airport and airline partners to expand connections to its Black Sea gateways, including Varna and Burgas, for the 2027 season.
What Travellers Can Expect in 2027
For Polish travellers, the emerging 2027 offer creates several ways to experience Bulgaria. A summer trip can still centre on Sunny Beach, Nessebar, Varna or Burgas, while spring and autumn programmes can focus on Sofia, Plovdiv, wine regions and cultural routes.
Winter travel can move towards Bulgaria’s mountain resorts, while spa destinations offer options throughout the year. Wellness stays can also be paired with food, wine, heritage and nature experiences.
The Poland-Bulgaria tourism discussions are therefore placing multiple destinations and travel themes into the same framework. For visitors planning their next Bulgarian holiday, the route may increasingly begin with the Black Sea but continue much further inland.
