Bulgaria launches cool‑weather tourism campaign to attract heat‑struck European travelers

Bulgarian tourism authorities have started an international digital campaign called "Come and Enjoy the Cool Weather in Bulgaria" to promote the country as a comfortable summer destination amid record heat waves across Europe. The ads on Google and Meta target millions of potential tourists in France, Spain, Italy, Portugal, Germany, the United Kingdom, Turkey, Poland, the Czech Republic and Slovakia, highlighting the Black Sea coast, mountains, mineral springs, spa resorts, cultural routes and cuisine.

Belgian media have noted that Bulgaria offers a strong price‑to‑quality ratio for tourists, describing it as an affordable alternative to traditional European beach spots. The country has been served by a major international tour operator for 30 years, and investors have been expanding hotel capacity, mainly in the 3‑ and 4‑star segment. Observers expect that the upcoming adoption of the euro could further boost tourism on the Black Sea coast.

Both reports underline Bulgaria’s strategy to use its cooler climate as a competitive advantage, positioning the nation as a modern, safe and accessible European destination for travelers seeking relief from extreme temperatures.