site.btaBHRA Forecasts 70-Day Summer, Prices to Edge Up Slightly

The Bulgarian Hotel and Restaurant Association expects this year’s summer tourist season to run for more than 70 days, marking the first such stretch in several years, Bulgarian Hotel and Restaurant Association (BHRA) Chair Georgi Shterev told BTA’s Ekaterina Toteva and Valeria Dimitrova in an interview.

Shterev said bookings from Germany are up thanks to extra flight capacity, while arrivals from Russia, Poland and the Czech Republic should hold steady. He also predicted growing domestic demand as Bulgarians and travellers from neighbouring countries opt for short breaks in spa, wine and rural spots.

Bulgaria’s full entry into Schengen, preparations for eurozone membership and quick adaptation to new travel trends place the country in a strong position for summer 2025, Shterev added.

Staff shortages remain the sector’s main hurdle. Interest from non-EU workers is high, but cumbersome procedures and onward migration to other EU states limit gains, Shterev noted. He urged better resort access, more charter incentives and the conversion of Balchik into a civil airport for low-cost flights.

Hotel rates on the Black Sea coast are set to rise by 10-15%, below both inflation and operating-cost growth, while beach-service fees will stay flat under long-term concessions. Even with moderate increases, the coast remains competitive, Shterev said.

Below is the full text of the interview:

What are your expectations for the summer tourist season this year, considering the country's Schengen membership and its imminent adoption of the euro?

Despite the unfavourable weather, my expectations remain highly positive. The German market, supported by an increase in available seats compared with the previous year, is showing significant growth. For us, Germany is among the leading source markets. We also anticipate that other traditional markets — the Russian, Polish and Czech — will perform at their customary strong levels.

As of 1 January 2025 Bulgaria is officially a member of the Schengen Area, which greatly eased travel by land and air. Removing border checks with countries such as Greece and Romania will not only save time for travellers but also improves the country’s image as a safe and accessible destination.

The combination of full Schengen membership, ongoing preparation for euro-area entry and adaptation to new tourism trends positions Bulgaria favourably for a successful 2025 summer season. Despite existing challenges, the country can attract large numbers of tourists and strengthen its standing as a preferred destination in the region. However, we must remain cautious, as the same persistent issues arise each year, indicating that the sector’s development is not a government priority.

Is there reason to expect an increase in the number of visits (from Bulgarians and foreigners) and tourism revenues (from both domestic and foreign guests) this summer compared to last year and to summer 2019, and if so, by how much — both in numbers of tourists and in revenue, expressed as value and percentage?

Expectations for the 2025 summer season point to a slight increase in tourist numbers and revenue compared with previous years. The reactivation of the German market will help fill the shoulder periods. At the same time, revenue growth cannot keep pace with rising sector costs. Earnings remain market-dependent, while hoteliers must budget for markedly higher expenses in salaries, utilities, food, taxes and fees. As a result, although official figures show an increase, more establishments face difficulties. For years we have warned that statistical data are inaccurate: National Statistical Institute figures are unreliable, and the ESTI system lacks open access, preventing proper analysis. Without data, accurate forecasts and risk-free investment are impossible.

Governments repeatedly claim tourism is a priority, yet a genuine policy to develop the sector as a competitive national industry is missing. Our challenges resemble those of a nascent tourism nation rather than an established destination with decades of experience.

What will be the main drivers of growth for tourism this summer, and why?

The core driver, as before, will be the determination of investors who, despite all difficulties, do not transfer capital abroad and continue to confront daunting challenges.

In theory, Schengen membership should also be helping by removing border controls with Romania and Greece. We anticipate more visitors from Germany, Romania, Greece, Poland and other EU countries. For the first time in several years we expect the season to extend beyond 70 days.

Changing preferences among Bulgarian and regional tourists — short breaks instead of two long holidays — should boost domestic travel, especially to spa, wine and rural destinations.

We still hope for greater Ministry of Tourism investment in advertising, trade-fair participation and incentives for foreign tour operators. Rebranding the national website is not enough if information is neither up-to-date, nor practical for potential visitors.

Which are the main source markets expected to deliver visitors to the country? What do early bookings indicate compared to last summer and to 2019?

Tourist demand has shifted, with more individual bookings making forecasting difficult. Even so, we look for recovery in the German market, strong interest from Central Europe and positive effects from Schengen membership. Neighbouring Romania remains important, though Romanian travellers increasingly transit through Bulgaria, drawn by stronger state support for tourism in Greece and Turkey and the rising appeal of Albania. Seasonal patterns are unpredictable, with last-minute bookings more common since COVID-19.

Romanian tourists should once again be the most numerous in our resorts. The German market is regaining ground, finally expanding shoulder periods. Despite complications in the UK market, we still foresee a modest rise in bookings. The Czech market has grown steadily and should continue contributing. Polish bookings lag, while interest is rising from Slovakia and Hungary, along with traditionally strong numbers from Greece and Turkiye. Early bookings for 2025 exceed previous years, though still below pre-pandemic levels.

What is the attitude of Bulgarians toward holidaying on the Black Sea — preferred destinations, average number of nights, and the profile of beach holidaymakers?

I hope Bulgarians will again choose domestic resorts, guided mainly by accessibility and variety of offers. Vacationers now favour shorter, more frequent breaks. Instead of a week or ten days, they prefer several long weekends.

We provide a diverse product: family-friendly resorts with kids’ clubs and all-inclusive packages; lively destinations for younger tourists seeking nightlife; and spa or cultural spots for older visitors. Bulgarians typically stay five to seven nights, though families with children often remain longer to enjoy all-inclusive amenities, while young travellers opt for shorter, activity-packed stays.

What are the main challenges facing the tourism sector this summer and what proposals exist for addressing them?

Tourism is so neglected that the same problems recur every year. A primary challenge is labour shortage. Many third-country nationals want to work here, but procedures are cumbersome, and Schengen membership can make Bulgaria a springboard to other EU states. Labour-import difficulties persist and multiply, while tourism careers remain unattractive to Bulgarians because of seasonality. Investment in training and a streamlined process for hiring foreign workers are essential.

Another problem is the infrastructure connecting the resorts. The Hemus motorway to Varna is still not finished after almost fifty years, and the Trakia motorway is frequently under repair. Problems at the resort level are often ignored. There is a need for better coordination between institutions.

How much is the cost of holidays on the Bulgarian Black Sea expected to increase this summer — for accommodation, amenities, food and transport?

Prices will rise, but by less than both inflation and sector cost increases, as the market cannot absorb the full hikes. Hoteliers are under pressure to optimize costs and keep products marketable. Compared with last year, the average increase is 10-15 %. Meanwhile operating costs have grown far more. Beach-service fees remain unchanged under twenty-year concessions. Despite moderate price rises, the Bulgarian Black Sea stays competitive, offering wide choice and value.

What are the opportunities for extending the tourism season?

Most opportunities depend on the state, which still neglects tourism: incentives for charters in shoulder months, attracting visitors in April, May, June, September and October, and promoting additional products such as spa, wellness, cultural, event, wine and adventure tourism. Only by combining these products can the season be extended. Hoteliers already operate at cost — or at a loss — in shoulder periods to keep staff.

Municipalities remain passive; tourist-tax revenue should support the shoulder season yet is instead used to fill budget gaps.

Nonetheless, we remain optimistic and look forward to a successful season.