Bulgaria Unveils Ambitious 2026 Tourism Strategy, Declaring 'Year of Cultural Tourism'

Bulgaria has officially unveiled its comprehensive tourism strategy for 2026, with a strong emphasis on promoting its rich cultural heritage and transforming its mountain regions into year-round attractions. The initiative aims to diversify the country's tourism offerings, move beyond its perception as a budget-friendly destination, and attract a greater number of both domestic and international visitors. Outgoing Tourism Minister Miroslav Borshosh has been a key figure in outlining these priorities, with the Ministry of Tourism spearheading the transformation.

Cultural Tourism Takes Center Stage

The year 2026 has been officially declared the 'Year of Cultural Tourism' in Bulgaria, positioning the country's extensive cultural heritage as a cornerstone of its new strategy. This focus seeks to extend the tourist season and attract higher-spending visitors by showcasing Bulgaria's diverse historical and traditional assets. Deputy Tourism Minister Irena Georgieva highlighted that cultural tourism stimulates year-round travel and creates higher added value. The strategy will leverage:

• Prehistoric sites and Thracian treasures
• Ancient and medieval cities
• Living traditions, festivals, and craft routes
• Historical tours and pilgrimage routes to spiritual shrines and monasteries

These efforts are designed to offer authentic and meaningful experiences that go beyond traditional summer holidays.

Transforming Mountain Tourism into a Four-Season Destination

A significant component of the 2026 strategy involves redefining mountain tourism, traditionally limited to winter ski activities. Bulgaria aims to expand this into a four-season model, encouraging outdoor activities throughout the year. The vision includes promoting:

• Mountain biking
• Hiking and trekking
• Climate therapy
• Adventure sports and eco-tourism

While popular resorts like Bansko, Borovets, and Pamporovo are well-known for winter sports, the strategy seeks to transform these areas into year-round destinations. However, challenges remain, particularly concerning infrastructure development, as Bulgaria currently has limited ski pistes and facilities compared to global mountain tourism destinations like the Alps.

Diversification, Economic Impact, and Euro Adoption

Beyond cultural and mountain tourism, the strategy also encompasses other specialized forms of tourism, including health, SPA, and wellness tourism, which has the potential to generate over EUR 140 million in annual added value. Wine and gastronomic tourism are also priorities, following Bulgaria's integration into 'The Wine Route' cultural route. The plan emphasizes strengthening both domestic tourism and its presence in key international markets.

Economically, the tourism sector's contribution to Bulgaria's Gross Domestic Product (GDP) is projected to reach 8.4% in 2025, according to a forecast by the World Travel & Tourism Council (WTTC). Professor Rumen Draganov, director of the Institute for Analysis and Evaluation in Tourism, anticipates further growth in 2026, expecting to welcome 14 million foreign guests.

A notable development impacting the 2026 tourism landscape is Bulgaria's official adoption of the Euro on January 1, 2026. This move is expected to simplify travel for visitors from Eurozone countries, potentially boosting bookings and foreign investment, although concerns about price perception as a 'budget-friendly' destination have been raised.

A Vision for a Sophisticated Tourism Future

Bulgaria's 2026 tourism strategy represents a concerted effort to elevate the country's global appeal by offering a more diverse, sophisticated, and year-round travel experience. By focusing on its rich cultural heritage, expanding mountain tourism beyond the winter season, and improving infrastructure, Bulgaria aims to position itself as a leading European destination for authentic and meaningful travel. The government's commitment, coupled with the adoption of the Euro, signals a transformative period for the nation's tourism industry.