UN Tourism Launches Investment Guidelines Highlighting Bulgaria’s Tourism Potential

International

New publication positions Bulgaria as an attractive, transparent and competitive destination for tourism investment

UN Tourism has officially launched Tourism Doing Business: Investing in Bulgaria, a new set of guidelines outlining investment opportunities in the country’s tourism sector. The publication comes as Bulgaria enters a new investment cycle, supported by macroeconomic stability, full EU integration and strong tourism performance.

The guidelines were formally presented to Bulgaria’s outgoing Minister of Tourism, Miroslav Borshos, during his official visit to UN Tourism headquarters in Madrid.

A diverse and competitive tourism landscape

Presenting the publication, UN Tourism Secretary-General Shaikha Al Nuwais highlighted the country’s broad appeal. She described Bulgaria as one of Europe’s most exciting destinations, citing its mix of cultural heritage, nature-based tourism, spa and wellness offers, urban experiences and year-round travel opportunities. According to UN Tourism, the guidelines also underline Bulgaria’s commitment to transparency, competitiveness and a stable fiscal framework within the European Union.

Investment-friendly environment

The publication notes that Bulgaria has developed a system designed to simplify permitting procedures, reduce project risk and improve predictability of returns on investment. The country has established itself as a year-round destination, combining sun-and-beach tourism with winter travel, wellness and cultural heritage. Key assets include 25 Blue Flag beaches and 10 UNESCO World Heritage Sites, positioning Bulgaria as a differentiated alternative within the European tourism market.

Strong performance and growing investor interest

Tourism Doing Business: Investing in Bulgaria provides data-driven insights into market performance and regulatory processes. According to the report, Bulgaria welcomed a record 13.3 million international visitors in 2024, exceeding pre-pandemic 2019 levels by 5.6 percent. Domestic tourism also recorded strong growth, with spending reaching €1.14 billion in 2024, an increase of 89 percent compared with 2019. International tourism receipts totalled USD 4.3 billion in 2024, with growth continuing into 2025.

The guidelines also point to increasing interest from international hotel groups. Major brands including Hyatt, Marriott, Hilton, Meliá, Radisson, IHG and Accor are expanding through rebranding and new developments in destinations such as Sofia, Plovdiv, Albena, Burgas and Obzor. Pipeline projects, including the Marriott I Tower and the anticipated entry of luxury brands such as Nobu, further strengthen Bulgaria’s positioning as an emerging premium tourism market.

With the release of these guidelines, UN Tourism aims to provide investors with greater clarity and confidence, reinforcing Bulgaria’s role as a competitive and increasingly attractive destination for tourism investment in Europe.