Optimism and Challenges: What to Expect from the Tourist Season '26?

With the end of the 2025 active tourist season approaching, the industry's eyes are already on the next year. On September 8, 2025, the topic of the 2026 season is current and being discussed with great interest. Early bookings are already a fact, and expectations are for growth, but also for solving a number of long-standing problems. What opportunities and challenges does Bulgarian tourism face?

Early bookings set a tone for optimism

As early as August 15, 2025, Minister of Tourism Miroslav Borshosh confirmed that early bookings for the next season have already started. This is a clear signal of strong interest in Bulgaria as a tourist destination. Expectations in the industry are more than optimistic, with tourist growth predicted from traditionally strong markets. Germany, the United Kingdom, Romania, and Poland are among the main generators of tourist flow, and early data suggests that they will continue to be the backbone of Bulgarian tourism. In addition, interest from countries such as Turkey and Israel remains stable and is expected to be maintained in 2026. This optimism is built on the assumption that Bulgaria will continue to offer competitive prices and a variety of products – from seaside and mountain tourism to cultural tours and spa vacations.

The Eurozone as a catalyst for change

One of the most significant factors expected to positively impact tourism in 2026 is Bulgaria's entry into the Eurozone on January 1, 2026. This move is seen as key to facilitating transactions and eliminating currency risk for foreign tourists. For guests from Eurozone countries, the need for currency exchange will be eliminated, which will make travel more convenient and direct. This will also be a psychological factor that will increase confidence in Bulgaria as a stable European destination. The removal of currency barriers can lead to an increase in the average amount tourists spend, as well as attracting new groups of visitors who are looking for a hassle-free experience.

The challenges that must be overcome

Despite the optimistic forecasts, the tourism industry faces serious challenges whose resolution is crucial for sustainable development. First and foremost are the infrastructure problems. The condition of the roads, access to resorts, and the urban environment continue to be a subject of serious criticism. In order to achieve tourist growth, it is necessary to improve this base. The second major challenge is the lack of qualified personnel. Seasonal work in tourism, low pay, and uncertainty lead to staff attrition. Solving this problem requires a long-term strategy, including training, improving working conditions, and raising the prestige of the profession. The third significant problem is the fight against the gray sector. Illegal accommodations, unofficial taxi services, and other shady practices undermine legal business, create unfair competition, and tarnish the country's image. To ensure quality and safety for tourists, tighter control and more effective measures against the gray economy are needed.

Prospects for 2026

In summary, the 2026 tourist season is shaping up to be a year of great hope and no less serious challenges. Early bookings and entry into the Eurozone are strong signals for a positive start, but success will depend on the ability of the industry and the state to deal with pressing problems. Solving infrastructure problems, ensuring enough staff, and effectively fighting the gray sector are key to turning optimistic expectations into real results. 2026 could prove to be a turning point for Bulgarian tourism if the moment is used to carry out the necessary reforms.