Tourism Investment in Bulgaria: new UN Tourism Guidelines Highlight Opportunities in the Sector

UN Tourism has officially launched Tourism Doing Business: Investing in Bulgaria, a comprehensive set of guidelines of the opportunities available to investors in the country’s tourism sector.

Bulgaria’s Tourism Investment Landscape
- Macroeconomic Stability: Predictable fiscal framework and full EU integration make Bulgaria a secure environment for investment.
- Sector Diversity: Tourism spans cultural heritage, nature-based destinations, spa and wellness, urban escapes, and year-round offerings.
- Simplified Investment Process: Bulgaria has reduced permitting complexity, de-risked projects, and improved ROI predictability.

Performance Highlights
- Record Visitors: 13.3 million international arrivals in 2024, surpassing pre-pandemic levels by 5.6%.
- Domestic Boom: Tourism spending hit €1.14 billion in 2024, nearly doubling 2019 figures (+89%).
- International Receipts: USD 4.3 billion in 2024, with 2025 continuing upward growth.

Major Brand Investments
- Global hotel chains expanding in Bulgaria: Hyatt, Marriott, Hilton, Melia, Radisson, IHG, Accor.
- Pipeline projects include Marriott I Tower and anticipated entry of luxury brands like Nobu, reinforcing Bulgaria’s premium market positioning.

Attractions Driving Growth
- 25 Blue Flag beaches for sun & sea tourism.
- Winter destinations for skiing and mountain travel.
- Wellness tourism with spa resorts and mineral springs.
- Cultural heritage with 10 UNESCO World Heritage Sites.

✅ Bulgaria is positioning itself as a year-round premium destination, combining natural diversity with strong infrastructure and global brand presence.