Tourism minister Ilin Dimitrov said today that no tour operator at World Travel Market 2026 in London raised the issue of safety in Bulgaria. He was speaking at a quick-fire oversight session of parliament's tourism committee.
The ministry will sign memorandums with the five biggest tour operators in Europe, using the deal already signed with TUI Group as the model. Dimitrov said interest in Bulgaria is growing.
The London fair is one of the biggest travel shows in the world, and the minister went there recently. At the ministers' meeting, each of his counterparts described a serious problem facing their country. "I explained that Bulgaria is a calm place, and that was my key message," Dimitrov said.
He said there is no safety problem now, but one could be created, so people must be careful about the messages they send.
Bulgaria's stand covered 400 sq m and had 28 participants. The minister said it may be the biggest national stand the country has had. The fair also showed what to expect this winter and next summer, including figures on early bookings.
Google searches for Bulgaria are up 300%. Dimitrov thinks Eurovision has played a part. Big tour operators assured him that Bulgaria is not an expensive destination and is better value than Greece and Turkey, where prices are higher.
The minister wants the state to deal with tour operators directly. "The coming budget reforms will let us work this way, without middlemen," he said. Dimitrov said the money put into all the big tour operators makes Bulgaria more recognisable.
He also pointed to a sharp change in how tourists behave that has to be taken into account. Events and social unrest in Europe are making them wait and decide later where to go on holiday.
The minister said forecasts for winter are quite good, but a lot depends on snow. Among the plans is an attempt to get big foreign tour operators to hold their own events in Bulgaria.
Dimitrov will visit the three big winter resorts this month.