Bulgaria and TUI plan to expand their partnership during the summer season of 2027. This was discussed at a meeting in London between Tourism Minister Dr Ilин Dimitrov and TUI Group Chief Executive Officer Sebastian Ebel as part of World Travel Market 2026.
The talks focused on increasing tourist flows to the country, expanding the marketing partnership and exploring opportunities for new investments in TUI’s hotel portfolio in Bulgaria. The entry of new hotel brands from the group into Bulgaria was also discussed.
“Our goal is for Bulgaria to be included on an increasingly larger scale in the programmes of major international tour operators. We are working towards sustainable growth in the coming years,” Minister Ilин Dimitrov said.Flights from Poland may start earlier
Positive signals have also been reported from the Polish tourism market. During the meeting, the possibility of starting the flight programme from Poland in 2027 earlier was discussed, which would extend the period for travel to Bulgaria.
TUI presented an approach combining the expansion of existing joint marketing of Bulgaria with a mechanism to stimulate additional tourist volumes. The proposal is expected to cover all major markets in which the company operates next summer.
TUI Marathon planned for Bulgaria
Among the projects discussed was also the TUI Marathon, planned for 2027. The partnership around the sporting event is expected to last at least three years, with the possibility of being extended.
Participation in the marathon could be included in tourist packages featuring transport, accommodation and registration for the race. They could be offered through TUI’s international network.
The venue and date have not yet been finalised. The Ministry of Tourism said that the project is part of the talks aimed at attracting more visitors and expanding the tourism offering in Bulgaria.