site.btaVarna to Launch Autumn Tourism Programme in September, October

Eight events will be held in September and October to promote Varna as a tourist destination, Varna Municipality said on Monday. The events include hosting TUI Group’s annual Senior Leadership Team Meeting and an orientation tour of Varna for the international tour operator’s executives.

More than 150 TUI senior managers are expected to visit the Golden Sands seaside resort from September 24 to 26 for their strategic annual meeting.

Other supported initiatives include the Pagur International Festival for Young Tourism Talents, bringing together tourism students from across Bulgaria, as well as the Black Sea Tourism Forum, which has connected industry representatives, local authorities, academics, and international experts for more than 18 years.

The programme will also feature a City Wine Festival in early October, promoting local wineries, food producers, and the region’s cultural heritage, as well as the Tourism – Expo Destination Varna 2026 exhibition and a masterclass on AI in tourism, focusing on the use of artificial intelligence in developing and managing tourism services.

The initiatives were approved by the Tourism Advisory Council, with funding proposed from the collected tourist tax, subject to final approval by the Varna Municipal Council.