site.btaBulgaria Has Potential to Become Boutique Destination in Region - Deputy Tourism Minister Georgieva

The Maldives, Bali, and Dubai are already symbols of high-class tourism, but Bulgaria has the potential to become a boutique destination in Southeastern Europe, offering luxury woven into Bulgarian culture, uniqueness, and hospitality. This was stated on Thursday by Deputy Minister of Tourism Irena Georgieva during the first specialized conference titled “Development of Luxury Tourism in Bulgaria”, held at the InterContinental Sofia Hotel.

The event brought together leading investors, hotel representatives, tour operators, restaurateurs, managers, transport companies, SPA centers, and guests. More than 100 business representatives participated to discuss trends, prospects, and opportunities for the development of luxury tourism in Bulgaria.

“Today we speak about luxury tourism not simply as travel with a high price or value, but as an experience that combines authenticity, sustainability, and an individual approach,” said Georgieva. According to her, the modern traveler no longer seeks only five-star comfort but also emotion, meaning, and connection with the place they visit. She emphasized that in this sense, Bulgaria remains an undiscovered treasure, and stated that it is the responsibility of institutions and professionals to change that.

According to international research, the “luxury tourism” segment will grow by at least 8% annually over the next decade, Georgieva noted, adding that this is an opportunity Bulgaria must not miss.

She reported that in the first nine months of this year, more than 1.2 million overnight stays were recorded in five-star and boutique accommodations across the country—an increase of 11% compared to the same period last year. Guests at five-star hotels include tourists from traditional markets, but there are also Bulgarian visitors, and the ministry believes there is potential to further expand these markets, Georgieva said.

She added that Bulgaria now has eight hotels listed in the prestigious Michelin travel guide, placing the country on the global tourism map with hotels that offer the highest level and quality of service, consistency, uniqueness of destination, guest comfort, maintenance standards, individuality, and a strong balance between price and quality.

“Bulgaria’s golf resorts are of world-class caliber, and its boutique wineries, spa, and wellness centers are proof that sustainable luxury is not only possible but is already happening in Destination Bulgaria,” the Deputy Minister stated. She also highlighted that international quality certifications such as Blue Flag and Green Key are becoming increasingly popular in Bulgaria. She recalled that in 2025, 22 Bulgarian beaches and one marina meet the strict criteria of the Blue Flag international program. Both programs, she said, demonstrate Bulgaria’s commitment to developing sustainable tourism.

According to the Ministry, Bulgaria’s potential to establish itself as a luxury tourism destination lies in an integrated approach—combining golf and spa, wine and culture, yachting and gourmet experiences. Georgieva said this allows tourists to enjoy a complete experience in Destination Bulgaria. “The key lies in combining investment, innovation, human capital, and authenticity,” she concluded.