Minister Irena Georgieva and Ambassador Irene Plank discussed priorities and challenges in the tourism sector

Minister of Tourism, Irena Georgieva, held a meeting with H. E. Irene Plank, Ambassador Extraordinary and Plenipotentiary of the Federal Republic of Germany to the Republic of Bulgaria, during which the parties discussed the prospects for the development of bilateral cooperation in the field of tourism, the recovery of the German market, and emerging trends in the sector.

During the conversation, Minister Georgieva emphasized the significance of Germany as a leading source market for Bulgarian tourism: "The German market is of strategic importance to us." In the current complex geopolitical environment, our efforts are directed toward presenting Bulgaria as a safe, accessible, and hospitable destination offering a diverse tourism product. According to her, although pre-pandemic levels have not yet been fully restored, there has been steady growth and positive trends in bookings from Germany.

H. E. Irene Plank congratulated Bulgaria on the country’s successful participation in ITB Berlin and emphasized the highly favourable international response to the Bulgarian presentation.

During the meeting, particular emphasis was placed on the profile of the modern tourist. It was noted that, in addition to the traditional model of mass tourism, individualized experiences oriented toward culture, nature, and authenticity are of increasing significance.

Minister Georgieva said that the development of specialized categories of tourism constitutes one of the principal priorities of the Ministry. "Our goal is for Bulgaria to establish itself as a year-round tourist destination." We are actively engaged in developing cultural, wine, gastronomic, SPA, and wellness tourism, as well as so-called “slow tourism”, which meets the requirements of the modern tourist. The challenges facing the sector were also discussed, including labor shortages and the need to streamline procedures for hiring personnel from third countries. The Bulgarian side emphasized that it is working in close coordination with the competent institutions to enhance and streamline relevant processes.

During the discussion, the successful introduction of the euro was also acknowledged, and Minister Georgieva stated that no difficulties have been observed in the tourism sector so far. The parties also discussed the opportunities for the exchange of good practices, including within the framework of Bulgaria’s Presidency of the Danube Strategy in 2026, and joint initiatives to promote innovation and digitalization in tourism.

In conclusion, both parties expressed their readiness to deepen cooperation between Bulgaria and Germany with the objective of ensuring the sustainable development of the tourism sector and attracting an increased number of German tourists, including outside the traditionally preferred summer season.