Caretaker Tourism Minister Irena Georgieva reported a 15% increase in interest in spa tourism in Bulgaria on Bulgarian National Television’s morning show on Saturday. “It is an encouraging trend that in recent years the desire to come for spa tourism in Bulgaria has increased by 15%.”
She also noted that cultural tourism is attracting many visitors from new markets, with air connectivity also contributing to this. “At present, the question of what kind of destination Bulgaria is should not be framed as ‘Is Bulgaria a cheap destination?’, but rather ‘Is Bulgaria worth visiting?’, and I believe that more and more European tourists are answering this question positively,” the Minister commented. She highlighted as contributing factors the good price–quality ratio, especially in the higher segments, as well as the diversity the country can offer through year-round campaigns.
In 2025, a total of 24,000 work permits were issued for workers in the tourism sector, while 12,000 permits have already been issued in the first quarter of this year alone by the Employment Agency, Georgieva said. She noted that staff are mainly sourced from Asian destinations through intermediary agencies, adding that among the main countries of origin for applicants are India and Uzbekistan, where measures have been taken to speed up visa issuance, while this year there are also candidates from Indonesia, the Philippines and Kyrgyzstan.
The Minister pointed out that the import of labour is viewed as a temporary rather than a sustainable solution to the problem. According to her, one of the tools for addressing the staff shortage in the long term is dual education, which aims to ensure that trained personnel in Bulgaria remain and develop their careers in the country. Georgieva also emphasised the need for targeted efforts to improve the image of tourism professions among pupils and university students.
The caretaker Minister highlighted that the Ministry is working to ease procedures for hiring foreign nationals, and that there is coordination with consular services for faster processing of documents, without compromising security.
The Minister also commented on the Giro d’Italia, whose first three stages will take place next month, noting that the Italian cycling tour, which will pass through Bulgarian territory via Nessebar, Burgas, Veliko Tarnovo, Plovdiv and Sofia, is an opportunity to promote the tourist attractions and potential of these municipalities. Georgieva announced that the advertising campaign has already begun in media outlets, some of which are exclusive partners of the company organising the Giro d’Italia, adding that intensified promotion will start after April 19. The Minister pointed out that the race is watched by over 800 million viewers in more than 180 countries worldwide. Thus, even in places where Bulgaria’s name is less well known, it will now be heard – and seen as well, the Minister summarised the effect of the race for the country.
