TUI Group and Bulgaria sign pact to double tourist numbers

The Bulgarian Ministry of Tourism has signed a long-term memorandum of understanding with TUI Group, Europe’s largest tour operator, to significantly expand the country’s tourism sector. The strategic partnership aims to double the number of annual tourists traveling to Bulgaria via TUI, increasing the figure from 200,000 to 400,000 by 2030.

During a high-level meeting in the Golden Sands resort involving Prime Minister Rumen Radev and TUI Group CEO Sebastian Ebel, Bulgarian officials outlined several legislative reforms intended to modernize the industry. These reforms focus on improving connectivity, strengthening marketing efforts, and streamlining the administrative process for private investments. A key component of the plan is to empower local municipalities with greater legal tools to independently develop and promote their specific tourism products.

Sebastian Ebel noted that while Bulgaria possesses a competitive tourism product, realizing its full potential requires more aggressive promotion and reliable transport links. The initiative also seeks to shift the focus toward high-quality, high-capacity tourism rather than low-cost models, utilizing diverse offerings such as mountain, cultural, and culinary tourism to ensure year-round engagement.