Published on
March 24, 2026
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Romania Overtake Turkey US Greece UK and Germany Fueling Bulgaria’s 2025 Tourism Surge with 13.6M Visitors 28.8M Overnight Stays and Record Revenue Growth
Bulgaria’s tourism industry has proven to be a pillar of the national economy, exhibiting remarkable stability and continued growth despite global challenges. The tourism sector is projected to maintain its upward trajectory, with experts anticipating further gains in 2026. With domestic tourism playing a crucial role, as well as a gradual recovery in international arrivals, Bulgaria’s diverse range of tourist offerings ensures that the country remains a strong contender on the European tourism map.
The year 2025 marked a significant milestone for Bulgaria’s tourism, with domestic travel continuing to dominate the market. Over 27 million trips were made by Bulgarian residents within the country, underscoring the importance of local tourism. The resilience of the domestic market has been a key factor in sustaining the sector year-round, helping to offset the impacts of external economic and geopolitical uncertainties. This trend reflects a growing cultural shift towards exploring local destinations, with more Bulgarians opting to visit their own cities, mountains, and rural landscapes.
Domestic tourism’s dominance is crucial, not only for sustaining demand during quieter seasons but also for driving overall growth in the industry. The continuing preference for local travel is bolstered by a range of factors, including the country’s relatively short travel distances, rich cultural heritage, and increasing investment in infrastructure. These developments have allowed for a more diverse range of experiences for travelers, ensuring that Bulgaria remains a desirable destination for both residents and international visitors alike.
International tourism to Bulgaria, while impacted by the COVID-19 pandemic in previous years, has shown impressive signs of recovery. In 2025, the country welcomed approximately 13.6 million foreign visitors, marking a 2.7% increase compared to the previous year. This is a remarkable achievement, as it represents nearly one million more visitors than in 2019, a year before the pandemic. The growth in international arrivals indicates that Bulgaria is steadily regaining its place as an attractive destination for tourists across Europe and beyond. For 2026, experts predict that inbound arrivals will exceed 14 million, further solidifying the nation’s role in the international tourism landscape.
When examining the sources of Bulgaria’s international tourism, several key countries stand out. Romania, as the largest source market, contributed over 2.6 million visitors in 2025, followed by Turkey with 2.4 million arrivals. Greece, Germany, and Ukraine were also significant contributors, with 1.36 million, 1.02 million, and 918,000 visitors respectively. These markets remain critical to Bulgaria’s inbound tourism, reflecting the country’s strategic positioning within southeastern Europe.
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European Union countries collectively accounted for 55.7% of total foreign arrivals, with a combined total of 7.6 million visitors in 2025. This emphasizes the continued importance of the EU as a primary source of tourism for Bulgaria. In particular, Bulgaria’s proximity to its neighboring EU nations makes it a convenient and accessible destination, fostering strong cross-border travel. Although the United Kingdom and the United States contribute smaller numbers of tourists, with 343,000 and 49,100 visitors respectively, these markets show potential for growth, particularly as global travel conditions continue to improve.
One of the key factors driving Bulgaria’s tourism recovery is its ability to diversify its offerings. The traditional reliance on summer seaside tourism, while still significant, has been complemented by the growing popularity of cultural tourism, city breaks, wellness retreats, and rural tourism experiences. This diversification has allowed Bulgaria to appeal to a broader range of tourists, offering everything from historical landmarks and vibrant cities to tranquil mountain resorts and serene countryside escapes.
Cultural tourism, in particular, has seen a notable surge, with visitors flocking to Bulgaria’s ancient ruins, UNESCO World Heritage sites, and vibrant cultural festivals. City breaks in Sofia, Plovdiv, and Varna are becoming increasingly popular, with travelers seeking a blend of modernity and tradition. Additionally, wellness tourism is on the rise, with Bulgaria’s natural mineral springs and spa resorts offering a growing appeal to those seeking relaxation and rejuvenation.
Despite the growth of these alternative tourism segments, seaside tourism remains a staple of the Bulgarian tourism market. However, it is important to note that the coastal resorts have not yet fully recovered to pre-2019 levels, indicating that the recovery for beach tourism may be slower compared to other sectors. Nevertheless, Bulgaria’s Black Sea coast remains a sought-after destination, with its pristine beaches, vibrant nightlife, and array of water sports continuing to attract tourists, particularly during the summer months.
The economic impact of Bulgaria’s tourism sector is evident in its contribution to the country’s overall revenue. In 2025, the income generated from overnight stays reached 2.79 billion levs (approximately $1.63 billion or 1.43 billion euros), reflecting a year-on-year increase of 16%. This surge in revenue is a positive indicator of the industry’s recovery and growth, with foreign tourists continuing to contribute significantly to the local economy.
Bulgaria’s tourism sector has proven itself resilient and adaptive, with both domestic and international markets showing steady growth. The country’s diversified tourism offerings, coupled with its rich cultural heritage and natural beauty, ensure that it will remain a leading destination for travelers in 2026 and beyond. The continued expansion of tourism-related infrastructure and services will further bolster the industry’s potential, making Bulgaria an attractive and competitive destination in the global tourism market.
