Bulgarian tourism industry warns of staffing shortfall as summer season starts

The summer tourist season on the Black Sea has begun, but the anticipated increase in visitor numbers has not yet materialised. Industry representatives say the sector is relying mainly on Bulgarian tourists and more flexible offers, while a negative image of the destination remains a serious problem.

Pavlina Ilieva of the "Future for Tourism" union criticised one‑sided price comparisons with Greece, calling them "cynicism" that harms the country's reputation. She highlighted a chronic shortage of seasonal workers and argued that the solution is not simply to hire foreign staff but to have the Ministry of Labour recognise tourism as a seasonal profession and provide appropriate relief or support.

For the first time a Tourism Reform Council has been created, operating in six specialised groups to address sectoral issues. Ilieva expects a large proportion of bookings this year to be made at the last minute.