Bulgaria expects a challenging but manageable summer tourism season, with geopolitical tensions, inflation and labor shortages shaping the outlook, Tourism Minister Irena Georgieva said.
Speaking to national broadcaster BNT, Georgieva expressed cautious optimism, noting that holiday travel remains strong despite disruptions linked to conflicts in the Middle East.
She said the outbreak of hostilities in early March led to widespread cancellations of trips to destinations in the region, including the United Arab Emirates, with evacuation flights organized by the state.
The cancellations created financial pressure on tour operators, who are required to refund clients within 14 days, despite having already paid suppliers.
Authorities are exploring the use of voucher systems, pending approval from the European Commission, to ease liquidity pressures in the sector.
Georgieva said there are signs of tourists shifting toward European destinations, which could benefit Bulgaria, as its main markets remain in Europe.
The government is increasing promotional efforts in Central Europe and traditional markets such as the United Kingdom and Germany.
On pricing, Georgieva said the adoption of the euro has not directly driven increases in tourism packages, attributing rising costs instead to broader inflation.
She added that price increases should remain below 8%, beyond which tourists have the right to cancel bookings.
Labor shortages remain a key concern, with Bulgaria increasingly relying on foreign workers. Around 24,000 work permits were issued in the tourism sector in 2025, while 12,000 permits have already been granted in the first quarter of 2026.
Georgieva said the sector must improve the image of tourism-related professions to attract domestic workers in the long term.
She noted growth in spa and cultural tourism and said the industry has become more adaptable following successive crises, including the COVID-19 pandemic and the war in Ukraine.
Despite uncertainties, Georgieva said Bulgaria is preparing for a potentially difficult but viable tourist season.