site.btaExperts Forecast Significant Gains for Bulgarian Tourism from Eurozone, Schengen Membership

The Bulgarian tourism sector is undergoing a crucial transformation, driven by the country's integration into the eurozone and the Schengen Area, according to experts from the Department of Tourism Economics at the University of National and World Economy (UNWE), Prof. Elena Velikova and Assoc. Prof. Svetoslav Kaleychev. In an interview with BTA on Sunday, the experts agreed that this summer will mark the start of Bulgaria's effective integration into the eurozone.

Bulgaria officially adopted the euro on January 1 and became the 21st member of the eurozone, 19 years after joining the European Union. According to Velikova and Kaleychev, joining the eurozone will boost Bulgaria's reputation as a trusted tourist destination. The anticipated benefits for inbound tourism include lower transaction costs, elimination of currency exchange fees, and the ability for foreigners to compare prices in real-time. For outbound tourism, the advantages lie in greater transparency and easier trip planning.

The experts pointed out that there are already visible effects from Bulgaria's full membership in Schengen, with a noticeable rise in car and short-term travel, especially from neighboring countries. The economic benefits for Bulgaria are estimated to exceed EUR 665.3 million (BGN 1.3 billion) annually, with part of this directly benefiting the tourism sector through increased competitiveness and shorter travel times.

How much will summer vacation cost?

The experts did not rule out the possibility of higher vacation costs this summer, in the context of the ongoing trend of annual price increases on the Black Sea coast. Prices in seaside hotels are expected to rise by between 5% and 12% compared to the previous season. Experts explained that many seaside hotels raise their prices in this range each season, and the primary reason for this is that contracts with major tour operators are signed in September-October of the previous year, meaning future inflation, economic, and political conditions cannot be accurately predicted. This uncertainty contributes to price hikes as a form of "insurance" against unforeseen costs.

Challenges ahead

Among the main challenges identified by the experts are quality and competition, climate change, and the development of a "Brand Bulgaria." They emphasized that with the introduction of the euro, tourists will be able to compare prices much more easily, making it crucial for Bulgarian tourism to focus on offering personalized service and high-quality products that will encourage foreign visitors to choose Bulgaria over its direct competitors. Regarding climate change, the experts recommend that mountain resorts rethink their business model, focusing more on event and wellness tourism. At the seaside, frequent rainy days in summer will be a challenge, requiring the diversification of services beyond the beach.

The experts stressed the need for the government to strategically and aggressively promote authentic Bulgarian symbols, such as the bagpipe and yogurt, under the concept "Therme Rose Bulgaricum," developed by the Department of Tourism Economics, to position Bulgaria as a year-round destination. This concept treats health as a synthesis of nature, tradition, and culture. Alongside the bagpipe and yogurt, the concept integrates thermal waters, authentic products, and cultural symbols into a recognizable narrative for Bulgaria as a year-round health and wellness destination. The phrase can be added to any wellness tourism product to highlight the authenticity and uniqueness of Bulgaria, focusing on the country's strongest competitive advantages.

New trends in Bulgarian vacation preferences

In recent years, the attitudes of Bulgarians toward vacations have become more rational, with a focus on better value for money, safety, and meaningful experiences rather than simply "vacationing at any cost." According to National Statistical Institute (NSI) data, in 2025, two-thirds of Bulgarians who traveled chose to vacation within the country. The experts believe this reflects a strong orientation towards shorter, easier-to-organize vacations, where Artificial Intelligence (AI) plays a growing role. AI is increasingly helping with trip planning, including route selection, budgeting, and suggesting experiences, even advising on appropriate clothing and accessories. This will have a significant impact on short trips and intensify travel during the off-peak seasons, according to the experts.

Here is the full text of the interview:

What are your expectations for Bulgarian tourism in the eurozone, and what benefits can we expect for inbound and outbound tourism?

Velikova: Entering the eurozone will enhance Bulgaria's credibility as a tourist destination and reduce transaction costs for foreign tourists. For outbound tourism, the benefits will include easier planning and greater price transparency. I also expect an increase in direct investments in tourism.

When can we expect the benefits of eurozone membership to be felt, and in what areas?

Kaleychev: In my opinion, this summer will mark the beginning of the effective integration of Bulgarian tourism into the eurozone. Many potential and loyal tourists are already aware of the real benefits, such as reduced currency exchange costs, the ability to compare prices in real-time, and the elimination of many fees. We must also note that Bulgaria, as a member of the eurozone, gains the status of a secure destination, which builds substantial trust.

Can we already assess the direct and indirect benefits for tourism following Bulgaria's entry into Schengen?

Velikova: Yes, we can already observe specific direct and indirect benefits. In the first months after the full removal of border controls, there has been an increase in short-term and car travel, especially from neighboring countries. Economic assessments indicate potential benefits for the Bulgarian economy of over 1.3 billion BGN annually, part of which directly and indirectly impacts tourism through easier access, shorter travel times, and increased competitiveness as a destination.

What will be the key challenges for the sector this year?

Kaleychev: The biggest challenges will be related to offering high-quality tourism products, personalized service, attention to detail, and creating memorable experiences that shape the face of Brand Bulgaria. With the introduction of the euro, tourists can easily compare prices based on the competitive environment, lifestyle, and personal budgets. Therefore, these challenges will become the main reason why a foreign tourist might choose Bulgaria over our competitors.

Will vacations by the sea in Bulgaria be more expensive this summer, and if so, why and by how much?

Kaleychev: It is a common practice for many seaside hotels to raise their prices by between 5% and 12% each season. The reasons for this are several, with the primary one being that contracts with main tour operators are signed between September and October of the previous year, which means future inflation, economic, and political conditions are difficult to predict. This uncertainty contributes to price increases as a form of "insurance" against unforeseen costs.

The Bulgarian bagpipe is already on UNESCO's list of intangible cultural heritage, and yogurt is set to be added soon. How does the latter align with the wellness concept "Therme Rose Bulgaricum" developed by the Department of Tourism Economics at UNWE? Please tell us more about this concept and the practical steps that should be taken to develop Brand Bulgaria with hospitality in all four seasons.

Velikova: The "Therme Rose Bulgaricum" concept views health as a synthesis of nature, tradition, and culture. Alongside the Bulgarian bagpipe, yogurt reinforces the understanding of wellness not only as a spa service but as a way of life deeply embedded in local identity, food practices, and the rhythm of life in Bulgaria. The concept integrates thermal waters, authentic products, and cultural symbols into a compelling narrative for Bulgaria as a year-round destination for health and well-being. The phrase can be added to any wellness tourism product, emphasizing authenticity and the Bulgarian experience, focusing on the country's strongest competitive advantages.

Kaleychev: In my opinion, the steps we need to take involve aggressively promoting typical Bulgarian products on the international market - systematically, strategically, and historically justified. As we have seen in recent years, many of our neighbors have implemented strategies and policies to appropriate Bulgarian elements. However, if we successfully associate Bulgarian cuisine, unique musical instruments, and traditions with the country’s identity, we will be able to establish and reinforce Brand Bulgaria with hospitality in all four seasons.

How have Bulgarian vacation preferences changed over the years, and how do you think vacations will evolve in the era of AI and climate change?

Velikova: In recent years, Bulgarian vacation preferences have become more rational, with a focus on better value for money, security, and meaningful experiences, rather than just "vacationing at any cost." NSI data shows that in 2025, two-thirds of Bulgarians who traveled chose to vacation within the country. This indicates a strong orientation towards shorter, more easily organized vacations, which is where Artificial Intelligence (AI) comes in.

AI is increasingly assisting with planning, being used for choosing routes, budgeting, and experiences, even for advice on appropriate clothes and accessories. This will significantly impact shorter vacations and intensify the off-peak seasons. As for climate change in relation to Bulgarian tourism, resorts in the interior of the country, mainly mountain ones, will need to completely rethink their offerings and focus more on event and wellness tourism. During the summer seasons, more rainy days are also expected, which, even for coastal resorts, requires thinking in terms of diversifying the stay.