Bulgaria will position itself as a safe, welcoming, and accessible destination, announced the Minister of Tourism, Irena Georgieva. Currently, an average growth of 1 percent in reservations is recorded. Increased advertising will be directed towards Eastern European markets, including the United Kingdom, Germany, Poland, and the Czech Republic, as well as strengthening presence in Italy and Spain.

The focus during the summer will be on the domestic market. The Minister presented data showing that over 5.2 million tourist registrations were recorded in 2025, of which 2.8 million were foreign guests. A large-scale campaign for the domestic market is planned, including digital and radio advertising.

For the Southern Black Sea coast, opening the season together with the "Giro d'Italia" is being considered. Compensatory mechanisms for electricity and fuel are being discussed, as well as a differentiated VAT rate of 9 percent for restaurateurs. A mechanism for deferring tour operators' obligations to clients is being sought. Expanding the scope of "Tour Operator Liability" insurance is being considered.

A decrease in Israeli tourists is reported, but increased interest from Greek tourists is observed. A growth of about 5 percent is reported for the winter season.