A total of 118 hotel projects are currently under construction in the country, which will expand capacity by approximately 500,000 sq. m of new floor space. Colliers highlights in its Hotel Market Report August 2026 that investment confidence spans both the capital, Sofia, and established resort centers. Key destinations for new properties include cities with a developed spa and tourism profile, most notably Balchik, Pomorie, Hisarya, and Velingrad, proving significant interest in expanding the hotel base.

The development of this market is driven by the industry's sustainable contribution to the national economy, with tourism's share of GDP reaching 7.1 percent in 2025. The report from the professional services and investment management firm notes that following the pandemic period, the sector is undergoing a phase of steady recovery. This process is supported by increased international demand, growth in household incomes, and the restart of air travel.

Positive sentiment is also fueled by improved infrastructure, land access, and the country's Schengen membership. In 2025, major airports reported passenger traffic exceeding pre-pandemic levels, and the anticipated completion of Terminal 3 at Sofia Airport is cited as a factor that will further improve connectivity and future tourism growth.

Although the summer season remains heavily concentrated in the peak months of July and August, there is a trend toward extending periods into June and September, driven by shifts in travel patterns and high temperatures in other parts of Europe. Foreign interest in the country is generated primarily by neighboring countries Romania, Turkey, and Greece, as well as the German market.

While international brands are mainly focused on Sofia and Plovdiv, there is potential for their entry into coastal resorts, which are currently dominated by local operators. At the same time, visitor expectations are changing, shifting toward high quality and an all-encompassing experience. Sector trends dictate the following popular concepts:

  • Adults-only hotels;
  • Design closely oriented toward nature;
  • Developed spa services and fine dining offerings.