site.btaEast Mediterranean International Tourism and Travel Exhibition Opens in Istanbul with Bulgarian Participation

The traditional East Mediterranean International Tourism and Travel Exhibition (EMITT 2026) opens on Thursday in Istanbul and will run until February 7.

This year marks the 29th edition of EMITT, placing it among the longest-running and most prestigious tourism trade fairs in the region and across Southeast Europe. Industry experts describe it as one of the key global platforms for networking and innovation exchange in the tourism sector.

A notable change this year is the venue: EMITT 2026 is being held at a new location, the Istanbul Expo Centre.

Until last year, the exhibition took place at the Tuyap Fair and Convention Centre, which had drawn criticism due to its distance from the city and the difficulty of access, particularly given Istanbul’s heavy traffic.

The new EMITT venue, located in the Yesilkoy district near the former Ataturk International Airport, is within the city limits and offers improved accessibility. Metro lines and the Marmaray suburban railway provide convenient connections to the city centre, including the Asian side of Istanbul.

EMITT is the largest tourism trade fair in the Eastern Mediterranean, the Balkans, and the Middle East. Bringing together nearly 30,000 tourism professionals annually and travel brands from dozens of countries and regions, the exhibition showcases new routes and travel experiences, experts say. It also offers extensive opportunities for exchange between industry professionals, tour operators, hotels, agencies, and consumers.

"Participation has been confirmed by 656 exhibitors and 660 tour operators from 78 countries. We expect more than 25,000 visitors in the exhibition halls," EMITT Event Director Banu Keskin said at a press conference ahead of the exhibition.

According to Keskin, EMITT Istanbul generated revenues of EUR 482 million last year, a figure more than three times higher than the combined annual ticket revenues of Turkiye’s ten most visited museums and archaeological sites.

This year’s exhibition features holiday resorts, destinations for summer and winter tourism, cultural, health and wellness tourism, gastronomic tourism, hotels and tourist centres, as well as tour operators and agencies, she added.

Bulgaria is a regular participant at EMITT Istanbul, a presence that has become increasingly prominent in recent years.

According to Bulgaria’s Tourism Ministry, the country will once again take part with a dedicated national stand covering 153 square metres, larger than last year’s 110 square metres. Bulgaria’s participation is part of its national tourism advertising strategy, as Turkiye is a neighbouring, target, and promising market. Experts note that EMITT ranks among the world’s leading tourism events for both industry professionals and visitors.

Sixteen co-exhibitors are presenting their destinations at the Bulgarian pavilion, which is prominently located in Hall 3. They represent sectors including leisure and holiday tourism, spa and wellness tourism, as well as winter and summer travel. Participants include Albena AD, the Bulgarian Union of Balneology and Spa Tourism, the municipalities of Sofia, Varna, Bansko, Stara Zagora, Hisarya, Tsarevo and Sozopol, TouchMenu AD, VIA Travel LTD, Grand Hotels Management and Marketing Ltd., P Group Plovdiv Ltd., Augusta-91 AD, and WinTravel.

Albena AD is among the regular participants at EMITT Istanbul and this year is also represented with a stand of its own within the Bulgarian pavilion.

"Our goal is to expand our market share and promote Albena among Turkish tourists as a year-round destination for family holidays, balneotherapy, and spa tourism. We are also presenting our leading practices in the circular economy and Albena’s green mission, as well as our capacity to host sports championships, congress tourism, and special events, which are attracting growing interest," Bircan Sali, the manager overseeing the Turkish market at the resort, told the Bulgarian News Agency.

According to her, the company recorded a 45% increase in the Turkish market in 2025.

During the exhibition, contracts are expected to be signed, alongside forums, seminars, and other professional events.

The official opening ceremony on Thursday is expected to be attended by Turkiye’s Minister of Culture and Tourism, Mehmet Nuri Ersoy, Istanbul Governor Davut Gul, Association of Turkish Travel Agencies (TURSAB) President Firuz Baglikaya, ministers and senior tourism officials from Europe, Asia, and the Middle East.