Bulgaria tourism saw a sharp rise in 2025, fueled by a record influx of Romanian visitors and nearly one million overnight stays.
Summary: Bulgaria tourism surged in 2025, driven by a record influx of Romanian visitors that generated nearly one million overnight stays. The increase follows targeted marketing, expanded international partnerships and a prominent showing at TTR 2026 in Bucharest.
Bulgaria registered strong tourism growth in 2025, with the country seeing a significant rise in visitors from neighbouring Romania. This uptick—highlighted by nearly one million overnight stays—reflects the impact of Bulgaria’s targeted promotional campaigns and collaborative efforts with international travel partners.
Record Romaninan Arrivals and Overnight Stays
Romanian visitors accounted for a substantial portion of Bulgaria’s 2025 gains, making up a record share of inbound travel. Authorities attribute the surge to Bulgaria’s diverse tourism portfolio—ranging from cultural city breaks to beach and nature-based holidays—paired with focused outreach to the Romanian market.
- Nearly one million overnight stays by Romanian tourists in 2025
- Visitors drawn to cultural, urban, beach and eco-tourism products
- Growth linked to targeted marketing and international partnerships
Bulgaria Showcases Offerings at TTR 2026 in Bucharest
Bulgaria used the TTR 2026 international exhibition in Bucharest (held February 12–15) to promote its destinations directly to Romanian travellers and industry professionals. The event brought together tour operators, hoteliers and travel agencies from across Europe and created a platform to highlight Bulgaria’s year-round attractions.
At TTR 2026, Bulgaria’s national stand featured a contemporary visual concept designed to merge traditional motifs with modern presentation. The display showcased the breadth of Bulgarian tourism—from beaches and winter resorts to urban and eco-friendly experiences—underscoring the country’s campaign to be perceived as a four-season destination.
Cultural Heritage in the Spotlight: Bulgarian Bagpipe Added to UNESCO List
A high-profile element of Bulgaria’s cultural promotion was the recent inclusion of the Bulgarian bagpipe on UNESCO’s Intangible Cultural Heritage List in 2025. Organisers at the exhibition emphasised this recognition as a symbol of Bulgaria’s living traditions and used it to draw attention to the country’s music, crafts and folklore.
Visitors to the stand were offered insights into Bulgaria’s craft practices and musical heritage, reinforcing the nation’s dual message of cultural preservation and contemporary tourism service quality. The presentation aimed to leave attendees with a sense that Bulgaria offers both authenticity and modern hospitality.
Sustainability and Long-Term Market Strategy
Bulgaria’s participation at TTR 2026 forms part of a broader, long-term effort to strengthen its presence in key European markets. The country is emphasising sustainability, cultural conservation and product diversification as central pillars of its strategy to attract varied traveller segments throughout the year.
- Year-round promotion of beach, winter, urban and eco destinations
- Focus on sustainability and cultural heritage preservation
- Direct engagement with tour operators and travel professionals in Europe
What This Means for Travelers and the Industry
So what? The surge in Romanian visitors and Bulgaria’s active promotion at TTR 2026 suggest stronger connectivity between markets, improved visibility for Bulgarian destinations and growing travel options for regional tourists. For travellers, this can mean more direct offers, tailored packages and enhanced services geared to neighbouring markets. For the tourism sector, the results validate investments in targeted marketing and cultural positioning, and support ongoing efforts to develop sustainable, year-round tourism products.
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