In 2025,
Bulgaria witnessed a remarkable tourism resurgence, overcoming the challenges
posed by the COVID-19 pandemic and setting new records across several key
metrics. According to Miroslav Borshosh, the outgoing Minister of Tourism,
Bulgaria’s tourism sector saw record-breaking numbers of visitors, extended
stays, and substantial increases in tourism revenue. Among the key drivers of
this recovery were countries like Romania, Greece, Poland, United Kingdom, Germany, and Turkey, each contributing significantly to Bulgaria’s
tourism growth. With Bulgaria’s continued efforts to engage international
tourists through targeted marketing, improved infrastructure, and stronger
partnerships with regional municipalities, these nations played a pivotal role
in Bulgaria’s transformation into a top European destination.
Let’s explore the contributions of each of these key
nations to Bulgaria’s tourism boom in 2025.
Romania: A Strong Regional Contributor
Romania’s contribution to Bulgaria’s tourism growth in 2025 cannot be overstated. As the largest source market for foreign visitors to Bulgaria, Romania saw a 51.2% growth compared to pre-pandemic levels. Visitors from Romania have always been significant due to the geographical proximity and shared cultural heritage, but in 2025, the numbers surged to new heights.
Romanian
tourists were particularly attracted to Bulgaria’s beautiful countryside,
historical sites, and cultural festivals. Bulgaria’s close ties with
Romania, facilitated by the easy road connections, allowed for
spontaneous travel across the border. The increase in overnight stays, especially during off-peak seasons,
contributed to this outstanding growth. Romania’s role was also enhanced by
Bulgaria’s removal of border checks under the Schengen Area agreement, ensuring
smoother and faster access for Romanian visitors.
The consistent visitor increase from Romania helped Bulgaria maintain its position as one of the top destinations for Central and Eastern European tourists.
Greece: Strengthening Regional Tourism Cooperation
Greece’s
relationship with Bulgaria has long been strong, thanks to the two countries’
geographical proximity and shared cultural and historical ties. In 2025,
Greece’s tourism to Bulgaria grew by 8%, making it one of
the major contributors to Bulgaria’s overall growth. The increasing number of
Greek visitors highlights a growing trend of short-haul regional tourism within
the Balkans.
Greek tourists flocked to Bulgaria for its natural beauty, especially the Black Sea coast and the Rhodope Mountains, which offered a refreshing escape from Greece’s busy islands. The rising interest in spa tourism, as well as Bulgaria’s historical and cultural sites, also attracted Greek holidaymakers. Bulgaria’s winter sports resorts, especially in Bansko and Pamporovo, became a preferred destination for Greek visitors seeking an affordable ski holiday.
The cooperation between Greece and Bulgaria, backed by
enhanced travel deals and improved marketing strategies, has been vital in
boosting cross-border tourism flows.
Poland: Expanding into New Markets
Poland, traditionally
a less prominent source market for Bulgaria, made remarkable strides in
2025. Tourist arrivals from Poland increased by 18%, marking
a sharp uptick in interest from Polish visitors. Much of this growth was
attributed to the increased availability of low-cost flight options and better
travel connections between Poland’s major cities and Bulgaria’s tourist
hotspots.
Polish tourists
have shown particular interest in Bulgaria’s historical landmarks,
including Plovdiv, a UNESCO-listed city, and
the Rila Monastery, an iconic symbol of Bulgaria’s cultural
heritage. The country’s affordable accommodation and gastronomy were also key selling points for Polish
travelers, who appreciated Bulgaria’s vibrant culinary scene, which blends
Eastern European and Mediterranean influences.
Poland’s growing
middle class and the increasing number of Polish families and young
travelers seeking budget-friendly European destinations helped
Bulgaria capture a larger share of this market.
United Kingdom: A Long-standing Powerhouse for Bulgaria’s Tourism
The United
Kingdom has consistently been one of Bulgaria’s top source markets for
international tourists. In 2025, the number of British visitors to Bulgaria
surged by 22%, reflecting the country’s
ongoing appeal to British travelers, particularly those looking for affordable beach holidays and winter sports experiences.
The
Bulgarian Black Sea coast continues to
draw British sun-seekers in large numbers, with popular resorts such as Sunny Beach and Golden Sands remaining
firm favorites among British tourists. Bulgaria’s winter resorts,
including Borovets and Bansko, also saw a rise in British visitors seeking
value for money in comparison to more expensive destinations in the Alps.
Moreover,
Bulgaria’s growing reputation as a food and wine
destination continued to attract British food enthusiasts
looking for a taste of Bulgarian wines, traditional dishes, and modern
European fusion. The steady increase in direct flight connections between the UK and
Bulgaria also made it easier and more cost-effective for British travelers to
visit.
Germany: A Key Market for Tourism Recovery
Germany is one
of the largest tourism markets for Bulgaria, contributing substantially to the
country’s tourism recovery in 2025. Tourist arrivals from Germany
rose by 24% compared to 2019, reflecting Germany’s enduring appeal
as a source market for Bulgaria.
German travelers
have long been attracted to Bulgaria’s diverse landscapes,
from the Black Sea coast to the Bulgarian mountains. They particularly enjoy eco-tourism, with visits to Bulgaria’s national parks, hiking trails, and nature
reserves. The growing interest in Bulgaria’s cultural heritage,
especially its medieval churches, fortresses, and traditional festivals, also
played a role in attracting German tourists.
Additionally,
Bulgaria’s affordable prices compared to
Western Europe make it an appealing destination for German visitors seeking an
affordable European getaway.
Turkey: Surging Tourist Arrivals
Turkey has been
a major growth driver for Bulgaria’s tourism, with a 61% increase in Turkish visitors recorded in
2025 compared to pre-pandemic levels. The rise in Turkish tourists was
particularly notable in the spring and autumn months, with many travelers
opting for shorter, more affordable trips across the border.
Tourists from
Turkey are drawn to Bulgaria’s affordable luxury, rich cultural experiences, and historic landmarks. The fact that both countries share
similar culinary traditions also made Bulgaria an attractive destination for
Turkish travelers.
Tourism flows
between Turkey and Bulgaria are aided by the close proximity of the two
countries, with direct road and air links making
travel seamless. The increase in Turkish visitors was also a result of tourism cooperation between the two nations and a
growing number of joint tourism campaigns aimed
at promoting both destinations.
Other Notable Contributors
While Romania,
Greece, Poland, the United Kingdom, Germany, and Turkey dominated Bulgaria’s
tourism recovery in 2025, other countries also played an important role. Israel saw a significant rise in tourist visits,
with a 30% increase in arrivals compared to 2019. The
continued rise of Russian and Serbian visitors also added to the mix,
contributing to Bulgaria’s strong performance in the Eastern European market.
Additionally, the rise in long-haul markets, particularly China and the United States,
helped expand Bulgaria’s appeal beyond its European borders. Direct flights from destinations like New York, Tel Aviv, and Beijing opened up new opportunities for growth,
particularly in cultural tourism, heritage tourism, and eco-tourism.
Bulgaria’s
tourism success story in 2025 is a testament to the country’s resilience and
ability to recover from the challenges of the COVID-19 pandemic. With countries
like Romania, Greece, Poland, the United Kingdom, Germany, and Turkey leading
the charge, Bulgaria’s tourism sector experienced a year of unprecedented
growth, welcoming more visitors than ever before.
This success was
achieved through targeted policies, effective collaboration with international stakeholders,
and ongoing investment in tourism infrastructure and
services. As Bulgaria continues to build on its relationships with these key
source markets, the future of the country’s tourism industry looks bright, with
even greater growth expected in the years to come.
In 2025, Romania, Greece, Poland, United Kingdom, Germany, Turkey, and others
played a key role in Bulgaria’s tourism success, driving record growth in
visitor numbers and revenue, solidifying the country’s position as a top
European destination.
Bulgaria’s
diverse offerings — from historical sites and cultural heritage to natural beauty and affordable
luxury — continue to attract tourists from across the globe.
With its continued growth in 2025, Bulgaria has firmly established itself as a
must-visit destination in Europe, and its tourism success is only set to soar
higher in the coming years.
Tags: Bulgaria’s tourism Romanian tourists Greece’s tourism
