During the first quarter of 2026, short-term tourist overnight stays booked through online accommodation platforms continued to increase across the entire European Union. Leading sites such as "Airbnb", "Booking", "Expedia" and "Tripadvisor" reported new growth in bookings compared to the same period in 2025. In the EU, the increase is nearly "10 percent", and in Bulgaria – about "8.5 percent", which shows that the digital booking model is now permanently established in 2026.
2026 in context: from the records of 2025 to stable growth
The previous year, 2025, was a record-breaking year for online overnight stays in the EU – a total of nearly "1 billion" nights booked through digital platforms were recorded. This was an increase of over "11 percent" compared to 2024 and over "30 percent" compared to 2023, which solidified the recovery of tourism after the pandemic and accelerated the adoption of online channels in the industry.
Against this backdrop, the growth of nearly 10% in the first quarter of 2026 indicates a new phase – instead of explosive expansion, the sector is gradually transitioning to "stable growth" on a high base. Tourists are now accustomed to planning their trips entirely online, and platforms are becoming a primary source of demand for urban and vacation destinations.
Where in the EU is online growth most visible in 2026
During the first months of 2026, the highest numbers of online booked overnight stays continue to be reported by traditionally strong regions – parts of Spain, France, and Italy, as well as popular seaside destinations in Portugal and Croatia. The peak areas that led the online overnight stay rankings in 2025 are maintaining their positions in 2026 as well, albeit with more moderate rates of growth.
The trend shows that demand is expanding toward smaller and secondary regions, which benefit from being well-represented on the platforms. Guests are looking for not only classic tourist centers but also quieter locations, where short-term rentals in apartments and guesthouses offer more autonomy and a local experience.
Bulgaria in 2026: the next stage in digital catching up
Bulgaria, which in 2025 was among the countries with more modest growth in online overnight stays, continues to close the gap in 2026. The increase of "8.5 percent" for the first quarter compared to the same period in 2025 shows that local hoteliers and property owners are increasingly using digital platforms.
Sofia, the major seaside resorts along the Black Sea coast, as well as mountain regions in the Rhodopes, Pirin, and Stara Planina are benefiting the most from this trend. There are still significant differences between regions – for example, Northwestern Bulgaria remains with the smallest share of online booked overnight stays – but the overall picture is one of growing platform usage and better presence of the country on the European tourism map.
The role of EU regulations in 2026
In 2026, the new EU rules for short-term rentals are gradually coming into force, introducing "more transparency" and standardized data reporting. Platforms are required to share information on the number of overnight stays, location, and property registration with national authorities, which allows for better control over the sector.
These regulations have a dual effect: on one hand, they facilitate statistical monitoring and confirm the reported growth of nearly 10% in the EU and 8.5% in Bulgaria; on the other – they provide local authorities with the opportunity to respond to issues such as overcrowding in certain neighborhoods, pressure on the housing market, and the need for infrastructure improvements.
What the 2026 data means for tourism
The growth in online overnight stays during the first quarter of 2026 confirms that digital platforms have become the backbone of the reservation system in tourism. For the EU, this means higher predictability of flows, richer statistics, and the possibility for more targeted policies in the sector.
For Bulgaria, the data is a signal that the country must continue to invest in digital visibility, marketing, and infrastructure to turn the 8.5% growth into a lasting trend. If this pace is maintained in the coming quarters, 2026 could prove to be a key year for establishing Bulgaria as a modern destination, accessible and attractive to tourists who plan their trips primarily online.