The Easter holidays bring not only mood and expectation, but also an active tourist flow. The studio of "The Day Begins with Georgi Lyubenov" hosts the acting Minister of Tourism Irena Georgieva, who comments on the current challenges facing the sector – from geopolitical instability to prices and expectations for the summer season.
Minister Georgieva emphasized that the holidays are a time for both reflection and travel. However, geopolitical conflicts are already having a direct impact on the tourism sector, especially when traveling to the Middle East.
"We cannot speak about exact figures, but in fact we experienced the phenomenon of military actions in several ways. If you remember the first days of the hostilities, which was the beginning of March, many trips were canceled that were planned even until the end of this month - April, in the Middle East, in the United Arab Emirates, in the countries of the region. You remember that there were also evacuation flights that the state organized. All of these are potential losses for tour operators that carry out outbound tourism, "she explained.
According to her, the problem also affects the liquidity of tour operators, since payments have already been made to suppliers, but the amounts must be refunded to customers:
"Tour operators are obliged to refund their customers. The voucher mechanism is something that we are currently planning and have notified the EC to allow as an option, because according to the directive, tour operators must refund the funds within 14 days after the tourist's expressed desire. And you understand that these funds are not from them, they are prepaid to their suppliers and this turnover has not been turned around. In fact, the updated directive on package travel, which has already been voted on and adopted, provides such an opportunity. We have asked the EC if we can implement this mechanism before it is transposed into the Tourism Act."
Against the backdrop of instability in other regions, a redirection to European destinations is observed.
"We are observing such a process. There is such a thing. Indeed, our main markets are European, they are oriented towards European destinations. And in this sense, Bulgaria has an opportunity. And indeed, we are working in this direction."
The ministry is stepping up advertising to Central Europe and traditional markets such as the UK and Germany.
The topic of prices remains key, especially in the first year with the euro in tourism.
"I would say that the euro has not affected the prices of tourist packages. Of consumables, i.e. of the parts that create the tourist package. In general, inflation as a product, and not the euro itself specifically", pointed out Georgieva.
According to the minister, the increases should remain within reasonable limits:
"But this should not happen in the amount of more than 8% of the value of the package, because above this increase the tourist has the right to cancel."
After the series of crises – the pandemic, the war in Ukraine and the new conflicts – the sector is now more adaptable.
"I think the tourism industry has this quality. In order to be able to give bonuses, they will give discounts, they will give an offer, they will give a promotion on the holidays, so that they can keep the reservations."
The problem with the workforce remains serious, with an increasing reliance on foreign workers.
"For the past year 2025, 24,000 permits were issued for workers in the tourism sector. And this 2026, for the first quarter alone, 12,000 permits were issued by the Employment Agency," she explained.
However, the minister emphasized that this is not a sustainable solution:
"We need to create an image of the professions for which we train students, for which we train students."
According to Georgieva, the focus should shift from price to quality:
"Currently, the question of what kind of destination Bulgaria is should not be posed in the way of is Bulgaria a cheap destination, but is it worth visiting Bulgaria."
She reports growth in SPA and cultural tourism. Despite the uncertain environment, the forecast remains moderately positive:
"We are moderately optimistic about the season. We realize that we are facing a perhaps unconventional, more difficult season. God forbid there are any unexpected twists and turns, but we are still prepared to welcome tourists."
Despite the challenges, there is hope that Bulgarian tourism will be able to adapt and attract new visitors.