Bulgarian tourism declines following euro adoption

Bulgarian tourism resorts are experiencing a significant downturn following the country's adoption of the euro in early 2026. The first summer season post-currency change has seen a notable decline in foreign visitors, particularly on the northern Black Sea coast.

In the Golden Sands resort area, local media reported approximately a 35% decrease in foreign tourists in June compared to the previous year. Hotel occupancy rates have struggled, with some establishments reporting only half-capacity despite offering discounts. Industry representatives, including Stanisław Stojanow, vice-chairman of the Golden Sands hoteliers' association, have described the situation as being at its worst in recent history, noting a decrease in visitors from Germany and Romania.

Travelers have reported significant price hikes that appear to exceed standard currency conversion rates. For instance, some tourists noted the price of a beer rising from 3.50 levs to 2.80 euros (approximately 5.60 levs). Some visitors claim their total holiday expenditures have increased by about one-third compared to the previous year. In response, the Bulgarian government has launched a price monitoring system involving tax administration and consumer protection agencies to manage inflation and service costs.