Bulgaria’s 2025 travel season is surging, driven by a Schengen Area policy shift, fuller flight schedules, and strong marketing by the state and industry. Official figures show a 5.6% year‑on‑year rise in tourist arrivals in July 2025, topping 2 million visitors for the month. The winter season was the strongest on record, with overnight stays up 23.7% versus 2019 and 6.4% above the same period in 2024. Tourism officials expect 5%–7% growth for the first half of the year.
The key change arrived on January 1, 2025, when Bulgaria joined the Schengen Area by land, removing routine checks at land borders with member states. The shift has shortened road and rail trips, smoothed coach itineraries, and made weekend breaks easier for millions of EU residents. According to analysis by VisaVerge.com, Bulgaria’s momentum rests on this policy, rapid airline expansion, and a push to sell the country as a year‑round destination.
By the numbers, Bulgaria ranked among the EU’s top performers in early 2025, logging 3.4 million overnight stays in the first quarter. More than half of all arrivals come from the EU, led by Romania, Germany, Greece, and Poland; Turkey is the largest non‑EU contributor.
Policy change and visa rules
Under the land Schengen decision, EU nationals arriving by car or coach travel without routine checks. Air passengers still follow standard Schengen procedures at airports.
For non‑EU nationals, the rule set remains the same: they need a Schengen visa to enter. As of August 2025, authorities have not announced broad new waivers, though officials say they are working to simplify steps for select markets.
Applicants should prepare the usual documents:
- A completed application form
- Passport
- Travel insurance
- Proof of stay (accommodation bookings)
- Proof of sufficient funds
The European Commission’s standard Application for Schengen Visa is available here: Schengen visa application form (PDF), which consulates accept for short‑stay visits. Official travel updates, campaigns, and contacts appear on the Ministry of Tourism’s website: Ministry of Tourism.
Industry stakeholders applaud the outreach. Representatives such as Siika Katsarova (Bulgarian Union of Balneology and SPA Tourism) and Daniela Stoeva (Association of Tour Operators) say these efforts are raising Bulgaria’s profile for culture, spa, and wellness travel.
Tourism leadership and partnerships:
- Tourism Minister Miroslav Borshosh forecasts 5%–7% growth for early 2025.
- The ministry, led by Minister Evtim Miloshev, is partnering with National Geographic, BBC, CNN, Google, Meta, Booking.com, plus 27 trade fairs, roadshows, and study tours.
- Inland destinations are gaining share after a 14.9% rise in 2024 that outpaced the coast.
Important: Officials caution there are no broad new visa waivers for non‑EU nationals in 2025. Core rules remain, though facilitation for select markets may be pursued. Travelers should keep bookings and insurance copies ready and apply early for busy months.
Airlines expand seats and routes
New air capacity is amplifying the policy effect. Highlights include:
- Wizz Air added a seventh aircraft at Sofia and launched seven routes: Prague, Turin, Lamezia Terme, Chișinău, Palma de Mallorca, Marrakesh, and Warsaw. This increases annual seats from Sofia by more than 100,000, with fares from 38.99 BGN on select dates.
- For summer 2025, Wizz Air is selling 47 routes from Bulgaria and expects more than 2 million bookings.
- Ryanair strengthened Burgas with 10 summer routes.
- Austrian Airlines opened Vienna–Burgas in June.
- Bulgaria Air resumed Sofia–Burgas flights, moving to daily frequency in July.
Burgas Airport lists 70+ routes to more than 20 countries this season, reflecting broader connectivity. Sofia shows rising frequencies to European hubs and leisure cities, while Varna and Burgas add tighter weekend schedules.
Booking channels:
- Airlines: Wizz Air, Ryanair, Bulgaria Air
- Airports: Sofia Airport, Burgas Airport
The extra seats are significant for small firms. Guesthouses in historic towns report longer stays when Thursday arrivals and early Monday departures are available. Wellness resorts note direct flights from Germany and Poland are filling mid‑week gaps outside peak months.
Practical steps for 2025 travelers and businesses
Rules differ by traveler type. The land‑only Schengen change is key to timing and routing.
Traveler guidance:
- EU nationals arriving overland:
- Benefit from the land Schengen decision and face no routine checks.
- Air arrivals still follow standard airport Schengen procedures.
- Non‑EU visitors:
- Must apply for a Schengen visa through Bulgarian consulates or visa centers.
- Typical required documents: completed application, passport, travel insurance, proof of accommodation, and funds.
- Use the Commission form above and apply early for busy periods.
- Air travel:
- Options are broader and often cheaper; check carrier sites for low fares from Sofia, Varna, and Burgas.
- Example fare: 38.99 BGN on select Wizz Air routes.
- Accommodation:
- Supply is expanding—millions of stays recorded in early 2025.
- Book early for ski, spa, and city events, especially in small inland towns gaining popularity.
Advice for tour companies and local businesses:
- Growth areas: cultural circuits, spa and health packages, cross‑border coach trips.
- Operators are crafting looped itineraries that include Romania, Greece, and Türkiye to exploit quicker land crossings.
- Local merchants report longer stays and more weekend visitors from neighboring countries now that border crossings are smoother.
Real‑world examples:
- A spa hotelier in Velingrad says guests from Poland now drive down over two days and stay longer because the return journey is simpler.
- Danube towns report weekend markets drawing more families from Romania thanks to smoother crossings.
Impact on regions, events, and seasonal balance
The broader picture shows Bulgaria’s tourism base widening:
- Coastal resorts remain steady.
- Inland areas (ski towns, spa hubs, historic cities) gain share as visitors seek culture, wellness, and nature.
- Shoulder seasons are becoming more viable due to better roads and smoother borders.
For meetings and events:
- Faster transfers and predictable border times let planners add pre‑ and post‑conference tours.
- Airports and carriers court groups with shoulder‑season charters and group deals.
Officials and industry leaders expect continued growth through 2025, with some measures likely to top pre‑COVID benchmarks if seat capacity holds and marketing campaigns stay active. Demand from the EU, steady interest from Turkey, and new awareness of Bulgaria’s culture, food, and nature support the trend.
Practical trip and operator examples
- Example for a Polish family:
- Book a Friday evening flight to Sofia, spend two days in the capital, then take a morning train to Plovdiv for museums, Roman ruins, and family‑run restaurants.
- With more direct flights and smoother borders, the trip fits into standard school holidays without exceeding budgets.
- Example for a Greek tour operator:
- A coach circuit across Thessaloniki → Sofia → Veliko Tarnovo → Danube, returning via Bucharest, is now easier to schedule.
- The four‑country loop avoids the border queues that once curtailed daylight sightseeing.
Composition of arrivals:
- EU visitors: more than half of total arrivals.
- Key source markets: Romania, Germany, Greece, Poland (beach, culture, spa mix).
- Largest non‑EU source: Turkey.
- Result: hotels, guesthouses, and restaurants fill more months of the year.
Key takeaways and next steps
For travelers: it’s easier to reach more corners of Bulgaria on short breaks than a year ago. Book early for popular seasons and keep visa and insurance documents ready.
For businesses: focus on service quality, staffing, and smart pacing to handle rising volumes. Consider productizing shoulder‑season offers (wellness, cultural circuits, meetings fringe tours).
Official resources and useful links:
For policy makers, the target is steady, broad‑based growth—maintaining connectivity, easing targeted facilitation where possible, and supporting inland destinations to balance the tourism economy.
This Article in a Nutshell
After joining Schengen by land on January 1, 2025, Bulgaria saw tourism growth—July arrivals rose 5.6% with over 2 million visitors—boosted by airline expansions and stronger marketing. Non‑EU visitors still need Schengen visas. Inland and shoulder‑season tourism are expanding as connectivity improves.
