UN Tourism, the United Nations World Tourism based in Madrid, Spain, a specialized agency of the United Nations which promotes responsible, sustainable and universally - accessible tourism highlights Bulgaria as a strategic destination for European tourism.
The diverse, year - round tourism (beach, ski, wellness, culture) supported by EU stability, a flat 10% corporate tax, streamlined investment processes attracting major hotel chains, experiencing record visitor numbers in 2024, affordability in comparison with other destinations in the region, signalling strong potential for sustainable growth beyond mass tourism are some of the factors of Bulgaria’s success in the tourism landscape.
UN Tourism has published new investment guidelines that position Bulgaria as one of the most promising markets for European tourism, at a time marked by a new cycle of investment in the country.
In a scenario driven by full integration into the European Union, solid performance of the tourism and a diverse and competitive asset base compared to other destinations in the region, these advantages were inserted in a framework and officially presented by the Bulgarian Minister of Tourism, Miroslav Botshos, during an official visit to the UN Tourism headquarters in Madrid.
The document, called “Tourism Doing Business: Investing in Bulgaria”, a comprehensive set of guidelines of the opportunities available to investors in the country’s tourism sector, and provides potential investors, essential data and analysis on investment opportunities, regulations, and processes.
Presenting the guidelines in the meeting, UN Tourism Secretary - General Shaikha Al Nuwais stated that Bulgaria stands out for the enormous diversity of its tourism sector, the country demonstrates a commitment to transparency and competitiveness, supported by a stable framework and strong European integration.
According to the organization, Bulgaria is not only open to investment, but has also built a system that reduces the complexity of permits, decreases project risks and improve predictability of return on investment.
In addition Bulgaria has established itself as a year - round destination, with several attractions, including sun and beach tourism, with 25 Blue Flag beaches, a winter destination and a leader in both wellness and cultural and heritage tourism, with 10 UNESCO World Heritage Sites.
The main points of the publication show that Bulgaria received a record number of 13.3 million international visitors in 2024, exceeding 2019 levels by 5.6%, the country is witnessing a boom in domestic tourism, as spending reached €1.14 billion in 2024, an increase of 89% compared to 2019, while international revenues from tourism totalled $4.3 billion in 2024, and the unward trajectory continued in 2025.
UN Tourism also hiighlights that major brands are investing more and more: Accor, Marriott, Hilton, Hyatt, IHG, Meliá, Radisson, both through rebranding and new developments are actively working in Albena, Burgas, Obzor, Plovdiv and Sofia. In addition, projects in the planning stages, such as the Marriott I Tower, and the expected entry of luxury brand such as Nobu Hospitality LLC reinforce Bulgaria’s position as a rising market.
Key Features and Strengths:
• Diverse Offerings: Combines sun & beach (Blue Flag beaches) , winter sports, rich cultural heritage (10 UNESCO sites), nature, and wellness tourism.
• Strategic Location and Stability: Connects Western Europe, Balkans, and Black Sea; offers EU membership benefits, a stable fiscal framework, and a flat 10% corporate tax.
• Investment Appeal: Reduced red tape, predictable returns, and de – risked projects attract global hotel groups.
• Strong Performance: Record 13.3 million international visitors in 2024, exceeding pre - pandemic levels, with rising receipts, continuing with high performances in 2025.
• Year - Round Potential: Strong focus on multi - season resorts and urban tourism in Sofia, Plovdiv, and Varna.
Investment Opportunities Highlighted:
• Urban and business hotels.
• High - quality seaside properties.
• Multi - season mountain resorts with summer activities.
• Sustainable projects focusing on innovation and long – term value.
UN Tourism’ Role:
• Released “Tourism Doing Business: Investing in Bulgaria” guidelines.
• Promotes Bulgaria as an exciting destination with broad appeal and commitment to transparency.
In essence Bulgaria’s tourism outlook is very positive, showing strong recovery, boosted by its joining the Schengen Area and Eurozone, which simplifies travel and attracts investment, with further expansion in 2026 through diverse offerings like culture, wellness, and city breaks, moving beyond just traditional sea and ski tourism, becoming a year - round destination and solidifying its status as a value - for - money, diverse European spot.
Link
https://www.publituris.pt/2026/01/16/onu-turismo-destaca-bulgaria-como-destino-estrategico-para-o-turismo-europeu
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