TUI Group and Bulgaria sign strategic tourism partnership through 2030

TUI Group and the Bulgarian Ministry of Tourism have signed a strategic memorandum of understanding to develop Bulgaria as an international tourism destination through 2030. The agreement, signed by TUI Group CEO Sebastian Ebel and Bulgarian Tourism Minister Dr. Ilin Dimitrov, focuses on expanding the country's tourism potential across the Black Sea coast, culture, nature, health, and gastronomy.

Key components of the partnership include joint marketing campaigns in major European source markets, the expansion of flight connections via TUI's airline, and the diversification of tourism products. TUI aims to significantly increase the number of travelers visiting Bulgaria by 2030.

In addition to the strategic partnership, TUI is expanding its hotel portfolio in the region. The TUI BLUE Arabella, a 290-room hotel in the Golden Sands area of Varna, is scheduled to open in the summer 2027 season following a franchise agreement with GRIFID Hotels. The TUI Suneo Compass in Varna is also planned for 2027. To support increased connectivity, a TUI Airline Boeing 737-8 has been named ‘Varna’.