The German market already offers the potential for expansion with 150,000 booked seats, which, according to Minister of Tourism Ilin Dimitrov, will fundamentally change the landscape of the season, as German tourists arrive early and stay late. This is part of the government's broader strategy, whose management program sets tourism development as a key priority. By 2027, it is planned for the season to begin with Easter in early May and be bolstered by hosting the "Eurovision" song contest in Burgas, with the aim of ensuring hotels do not close but instead transition directly into the peak summer period. "If we succeed in doing this, it will be more than a success," the Minister stated during the National Meeting of the State, Local Government, and Business in Tourism "Dolgolyatie/Gostopriemno More 2026," held at the Historical Museum in Tsarevo.
One of the current cabinet's primary goals is to double the number of foreign tourists—from approximately four to eight million annually—while simultaneously maintaining the levels of Bulgarian tourists who choose to vacation in the country. Ilin Dimitrov emphasized that the strategy is aimed both at attracting foreigners, who bring in fresh capital, and at stimulating the local tourist. This summer, Bulgarians were the leading visitors to the Black Sea coast, representing over 65 percent of the total number. To achieve greater activity at the beginning and end of the summer, the government plans legislative changes and the organization of events.
Statistics from the National Statistical Institute for the period of January – July 2026 provide the following data:
Analysis for the 2026 summer season (May – July) indicates a total of 3.1 million tourists, over 11 million nights, and revenues of 627 million euro, representing a 13 percent increase. According to preliminary data from the Unified Tourist Information System (ESTI), registrations from January 1 to mid-September 2026 exceed 7.3 million, while the Ministry of Tourism forecasts over 5 million registrations for the entire summer season (June – September).
Regarding the current state of affairs, the Minister noted that the season started a bit more sluggishly and with more difficulty, but no decline is currently expected. This is the first season since joining the eurozone, making it an important field for assessment. Although the season is similar to last year (with a likely difference of plus or minus one percent), there is an observed revenue growth of about 15 to 18 percent due to price increases and other factors. September this year is stronger than last year, and final data for the season will be summarized in October. Dimitrov explained that details regarding profit and the overall performance of businesses will become clear next year when the data is submitted in tax declarations.
A large-scale reform is also being prepared in the sector, which includes incorporating short-term rentals and their platforms into ESTI so they can report their overnight stays. The Minister appealed to mayors to cooperate for faster implementation, emphasizing that this is not a campaign against short-term rentals, but an attempt at partnership with businesses. He added that it is important for cities to be well-maintained, noting that coastal municipalities are handling this task well, and expressed the ambition for the season to once again conclude at the end of September.
During the discussion, other challenges were also addressed, such as negative campaigns in tourism. According to research data, six positive opinions are required to neutralize the effect of one negative one. Ilin Dimitrov also drew attention to the critically insufficient budget for the country's advertising, which, in his words, is equal to the budget of a single language high school in Sofia.
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