The Minister of Tourism Dr. Ilin Dimitrov and the Ambassador of Japan to Bulgaria  H.E. Chikahisa Sumi discussed organizing a visit of Japanese tour operators to Bulgaria. The goal is for representatives of the tourism business to become familiar with the opportunities for cultural, wine, SPA and festival tourism on site and to include more Bulgarian offerings in their programmes. “Japan is an interesting market. The best way to reach Japanese tourists is to show Bulgaria to the tour operators they trust," Minister Dimitrov said. He pointed out that the Ministry of Tourism is ready to unite the efforts of institutions and businesses in preparing such a visit.

Ambassador Sumi expressed his willingness to assist in establishing contacts with Japanese tour operators. According to him, 8 thousand Japanese citizens travelled to Bulgaria in the past 2025. "We wish more Japanese tourists to come here and get to know beautiful Bulgaria," he pointed out.

The ambassador noted that the Japanese come to our country mainly for cultural tourism and show a strong interest in Bulgarian traditions. Particularly attractive to them are events related to the roses, including the Rose Festival in Karlovo and the Rose Festival in Kazanlak, as well as Bulgarian yogurt. Also of interest are the Rila Monastery, the fire-dancing traditions (nestinari), the sites under UNESCO protection, Bulgarian wine and mineral springs.

The two also discussed the inclusion of Japanese universities in the planned international network of higher education institutions and vocational high schools offering programs in tourism. The initiative provides for the exchange of students and teachers, joint educational and management programs, and the sharing of practical experience.