site.btaBulgarian Tourism Ministry Plans Familiarization Visit for Japanese Tour Operators

Bulgaria is preparing to host a familiarization visit for Japanese tour operators as part of efforts to attract more visitors from Japan, the Tourism Ministry said in a press release on Monday.

Tourism Minister Ilin Dimitrov and Japanese Ambassador Chikahisa Sumi discussed organizing the visit, which will give Japanese travel industry representatives the opportunity to explore Bulgaria's cultural, wine, spa and wellness, and festival tourism offerings first-hand, with the aim of encouraging them to include more Bulgarian destinations in their travel packages.

"Japan is a market with significant potential. The best way to reach Japanese tourists is to introduce Bulgaria directly to the tour operators they trust," Dimitrov said, as quoted as saying by the ministry's press office. He added that the Tourism Ministry was ready to coordinate the efforts of public institutions and the tourism industry in preparing the initiative.

Sumi expressed his readiness to facilitate contacts with Japanese tour operators. He said that around 8,000 Japanese citizens visited Bulgaria in 2025 and said he hoped that even more Japanese tourists would travel to the country in the future.

According to Sumi, Japanese visitors are primarily attracted by Bulgaria's cultural heritage and have a strong interest in the country's traditions. Among the most popular attractions are rose-themed events, including the Rose Festival in Karlovo and the Rose Festival in Kazanlak, as well as Bulgaria's famous yogurt. Other sites and experiences of interest include the Rila Monastery, the nestinarstvo fire-dancing tradition, UNESCO World Heritage sites, Bulgarian wines, and the country's mineral springs.

The two officials also discussed involving Japanese universities in a planned international network of higher education institutions and vocational schools offering tourism programmes. The initiative envisions student and faculty exchanges, joint academic and management programmes, and the sharing of practical expertise.

Earlier in July, Dimitrov held a series of meetings with foreign diplomats aimed at strengthening Bulgaria's tourism ties with key international markets.

During a meeting with Turkish Ambassador Mehmet Sait Uyanik, the Minister said Bulgaria was working on practical measures to simplify visa procedures and attract more Turkish tourists.

Meeting with German Ambassador Irene Maria Plank and Sonja Miklaj, Chief Executive Officer of the German-Bulgarian Chamber of Industry and Commerce, Dimitrov described Germany as a strategic market for Bulgarian tourism and stressed the need to win back German visitors through more direct flights, stronger promotional campaigns and targeted initiatives.

Dimitrov also met with Vietnamese Ambassador Nguyen Thi Minh Nguyet in Sofia. The two agreed to expand bilateral cooperation through practical, long-term initiatives aimed at strengthening ties between tourism businesses, developing human resources, and creating a new framework for tourism partnership.

At talks with Romanian Ambassador Brandusa Predescu, Dimitrov described Romania as one of Bulgaria's most important tourism markets. He said that given the strong interest from Romanian visitors, efforts should focus not only on increasing travel volumes but also on improving the quality of Bulgaria's tourism offering.