Dimitris Vetsikas from Pixabay
Bulgaria's tourism industry has reported a 9% decline in foreign visitors during the 2026 summer season, while the country's key inbound markets continue to shift, according to Ivan Groshev, Chairman of the Association of Incoming Agencies.
For the first time in years, Germany has lost its position as the leading source market for Bulgaria's Black Sea resorts. Poland now ranks first in terms of visitor numbers, followed by the United Kingdom, while the Czech Republic has moved into third place. Germany has dropped to fourth place, reflecting a significant change in the composition of international arrivals.
Groshev said the sector continues to face several structural challenges, with limited air connectivity remaining one of the biggest obstacles to growth. He also pointed to the growing trend of last-minute bookings, driven largely by ongoing geopolitical uncertainty, which is making demand increasingly difficult to predict.
According to Groshev, Bulgaria needs stronger government support for both charter and scheduled flights, alongside a more effective national tourism marketing strategy, in order to remain competitive against rival destinations in the region. As an example, he noted that Tirana Airport now handles more flights than Sofia Airport, underscoring the country's need to improve international connectivity.
