Bulgaria emerges as a global tourism powerhouse at WTM London 2025 showcasing year-round attractions, innovation and sustainable growth opportunities

Posted on November 5, 2025

Bulgaria captured global attention at the World Travel Market (WTM) London 2025, presenting the largest national exhibition in its history and positioning itself as a year-round destination for travelers. The exhibition in the country included cutting-edge interactive displays, innovative technology and a carefully curated business programme, reflecting Bulgaria’s strategic vision to expand its international tourism footprint and highlight its diverse offerings.

On the first day of the event, representatives of 30 Bulgarian tourism organizations, municipal authorities and private companies participated along with tour operators and international investors. These discussions focused on establishing strategic partnerships, exploring investment prospects, and enhancing Bulgaria’s broad attractions. Over the following days, the exhibition program will include B2B sessions, thematic displays and networking events designed to reinforce Bulgaria’s reputation as a safe, dynamic and culturally rich destination capable of welcoming visitors all year round.

Officials stressed that Bulgaria’s participation is part of a long-term strategy and not a short-term promotion. Tourism is considered the cornerstone of the national economy, as it generates revenues, creates job opportunities, and shapes the country’s international image. By showcasing its historical sites, landscapes and modern infrastructure on a global platform, Bulgaria aims to enhance its international competitiveness and attract a wider range of visitors and investors.

The high-level forums at the World Travel Market in London provided Bulgaria with the opportunity to participate in discussions on tourism innovation, sustainable development and destination security. These gatherings focused on adopting advanced technologies, encouraging responsible investment, and developing strategies to improve the traveler experience. By participating in international exchanges, Bulgaria aligns its tourism approach with global best practices and ensures its offers remain relevant in the competitive market.

Bilateral meetings with leading international tour operators and travel technology companies highlighted Bulgaria’s commitment to integrating advanced digital solutions into its tourism ecosystem. Discussions focused on improving reservation systems, simplifying management processes and delivering improved customer experiences. Adopting innovative technology makes Bulgaria able to meet the expectations of the modern traveler, increase operational efficiency, and create a seamless travel experience.

The exhibition also highlighted Bulgaria’s diverse tourism portfolio. From sunny Black Sea beaches to majestic mountain ranges, Bulgaria offers a wealth of natural and cultural attractions. Historic cities, ancient landmarks, spas and eco-tourism destinations offer a mix of experiences for all types of travelers. The presentation emphasized Bulgaria’s ability to combine authenticity, adventure and modern convenience, making it an attractive choice for international visitors.

Sustainability and safety are key elements of Bulgaria’s tourism strategy. The country is committed to environmentally responsible practices, safe travel conditions, and long-term development planning. By promoting sustainable tourism and investing in safe, high-quality experiences, Bulgaria seeks to build confidence among international visitors and ensure that tourism supports economic growth while preserving natural and cultural resources.

Participation in WTM London 2025 also allowed Bulgaria to strengthen relations with global partners and expand investment opportunities in tourism infrastructure and services. By combining business engagement with international promotion, Bulgaria is strengthening its global reputation, demonstrating its readiness for global tourism, and creating opportunities for long-term cooperation and growth.

With its extensive presence in the global travel market in London, Bulgaria has positioned itself as a progressive, competitive and safe tourist destination. Its focus on technology, sustainability and innovation reflects a modern approach to the industry, enabling the country to meet the evolving needs of international travelers and stay ahead in a competitive global market.

By offering a comprehensive range of tourism offers and connecting with international stakeholders, Bulgaria is demonstrating its ability to attract visitors year-round, encourage investment, and consolidate its position as a leading destination in global tourism. Its participation in WTM London 2025 represents a strategic step in establishing Bulgaria as a dynamic, diverse and innovative travel nation, paving the way for sustainable growth and long-term success in the international tourism arena.