For Bulgarians, traveling abroad is no longer a luxury: a rapidly growing market that is changing the habits of European tourism
Despite the fact that Bulgaria has for years been at the bottom of the European Union in terms of disposable income levels, travel abroad by Bulgarian citizens is growing and is becoming an increasingly visible part of household spending. According to Eurostat and statistics on income and living conditions (EU-SILC), Bulgaria regularly appears among the Member States as one of the countries with the lowest values of median equivalised disposable income. This data is often taken as an argument that international travel should remain limited to a smaller part of the population, but the latest official indicators of mobility and tourism expenditure suggest a different picture. In practice, a traveller profile is forming that plans a longer holiday, is more willing to travel farther than before, and increasingly considers products such as cruises. For tourist destinations and carriers, Bulgaria is thus emerging as a small but fast-growing outbound market worth monitoring in 2026.
Growth in travel abroad is already visible on a monthly basis
Trends in 2025 illustrate how strong demand is and how it can spill over from month to month. The Bulgarian News Agency (BTA), citing data from the National Statistical Institute (NSI), reported that in August 2025 there were 1,078,900 trips abroad by Bulgarian citizens, which is 19.4% more than in August 2024. According to the same source, growth was recorded across all observed purposes of travel, which indicates that international mobility is not limited only to annual holidays. In the tourism industry, such monthly data often acts as an early indicator of changing habits because it shows how quickly the market can react to transport prices, accommodation supply, and route availability. When growth is recorded at the peak of the season, the question arises whether part of the demand can also be redirected to the pre-season or post-season. In the Bulgarian case, the combination of proximity to popular destinations and ever better air connectivity creates the conditions for travel to become more frequent and more evenly distributed throughout the year.
It is also important that monthly statistics often reveal shifts in behaviour that get diluted in annual aggregate figures. In markets where households plan budgets carefully, changes in ticket prices or the appearance of new routes can in the short term trigger an additional wave of travel. This is especially relevant for destinations competing for guests from lower-income countries, because even a relatively small price difference can decide between a shorter regional trip and a longer holiday in a more distant country. That is precisely why Bulgaria is increasingly being viewed as an “accelerating market”, rather than as a static category with limited purchasing power. For destinations that want to grow in 2026, the key is to understand that demand can appear quickly, but also that it is sensitive to practical factors such as connectivity and the total package price.
Who travels and why: age, motives, and the structure of tourist departures
In its publication on tourist trips and tourism-related expenditure for the third quarter of 2025, the NSI states that 1.9 million Bulgarian residents took tourist trips. Of that, 21.3% travelled only abroad, while an additional 4.5% combined trips within Bulgaria and trips abroad. According to the NSI, the highest number of travellers was in the 45–64 age group, but the share of travel abroad was highest among people aged 25 to 44. For destinations, this is one of the most useful indicators: the market is carried by age groups that are in active working age, often with a greater willingness to plan and combine different types of accommodation and transport. Such travellers are simultaneously important as a segment that travels with children, and as a segment most exposed to digital sales channels. In other words, this is an audience that can change habits relatively quickly, especially when it receives a clear offer and good logistics.
Travel motives further explain how the market functions. In the NSI’s monthly report on travel abroad in November 2025, 675,702 trips abroad by Bulgarian residents were recorded. In the structure of purposes, “other reasons” accounted for the largest share (46.4%), followed by travel for holiday and recreation (31.0%), and business travel (22.6%). Such a breakdown suggests that international mobility is not reduced only to tourism in the narrow sense, but includes visits, private and family reasons, as well as business obligations. For destinations, this means that part of demand comes through “non-classic” channels, for example through visits to relatives and friends, where the traveller may decide to extend the stay and add tourist activities. In that sense, the boundary between “other reasons” and tourism expenditure is often porous: a trip started for a personal reason can end as an extended holiday, especially if the destination offers good content and clear information.
Destinations: the neighbourhood still dominates, but the travel radius is expanding
NSI data for November 2025 clearly shows that regionally close countries are still the most frequent choice. Among the most common destinations were Türkiye (202,258 trips), Greece (112,149) and Romania (71,417), followed by Serbia (66,684), Germany (33,820) and Austria (25,931). The dominance of neighbouring countries is expected due to road accessibility, short breaks and frequent visits to relatives and friends. However, destinations that in practice are harder to achieve without a flight or a connection also appear near the top, such as the United Kingdom (20,215) and Spain (14,175). The very fact that such countries rank highly suggests that part of the market is already in a phase where travel no longer means only “to the neighbour”, but also towards Western Europe. This is exactly the zone in which destinations can win or lose the battle: when a traveller begins choosing between several more distant options, route availability, total price and a sense of value decide.
For European destinations, this picture has a practical implication. Regional destinations compete on price, proximity and simple logistics, while city-break and Mediterranean destinations compete on content, experience and flight availability. At the moment when cheaper air tickets and better connectivity appear, travellers are more willing to consider “farther” options, even if they have a more limited budget. In such an environment, the flexibility of the offer is also important: a traveller who combines a flight, an apartment and a few paid activities often seeks transparent cost information. If a destination can show that the overall trip is feasible and worth it, it gets the opportunity to win a traveller who is only just “opening up” to farther destinations. That is precisely why, in growing markets, it often happens that one good season becomes the foundation for multi-year growth, because travel habits and recommendations within a social circle spread quickly.
Air connectivity as an accelerator: Sofia’s records and the expansion of supply
The growth in the number of trips is difficult to separate from the expansion of the air network and the recovery of traffic after the pandemic. Sofia Airport announced that in 2025 it handled a record 8.4 million passengers, which is 6.2% more than in 2024, and 18.4% more than in 2019. Such growth does not mean only more passengers, but also more seats in the market, more routes and more connection options. In practice, greater supply often lowers average prices on certain routes, which is especially important for markets where purchasing power remains a limiting factor. When a traveller sees that the desired destination can be reached easily and at an acceptable cost, the likelihood is higher that they will plan the trip longer and enhance it with additional content. In other words, transport availability is often the first barrier that must be removed before habits begin to change in length of stay and choice of destination.
For destinations that want to attract Bulgarian guests, the growth of traffic in Sofia has a very concrete message: transport capacity is increasingly less of a bottleneck. In such conditions, the difference between destinations that grow and those that stagnate often depends on how present they are in sales and inspiration channels at the moment when the traveller is looking for an idea, and then practical information. Another effect of traffic growth is the expansion of the “experience network”: the more people travel, the faster recommendations, photos and planning routines spread. Travel thus shifts from an occasional luxury to a normalised part of a lifestyle, especially among younger and urban groups. For tourism marketing, this is the moment when investing in visibility can have a multiplied return, because the market is still forming and searching for “its” destinations.
Spending abroad is higher than at home: a signal about value, content and length of stay
For the tourism industry, a key indicator is not only the number of trips, but also spending per trip. In its publication for the third quarter of 2025, the NSI states that average spending per person on private trips amounted to 884.23 leva abroad, compared with 509.62 leva in Bulgaria. On business trips, the difference is even more pronounced: 1,239.85 leva abroad compared with 291.86 leva domestically. These averages do not directly reveal the number of nights, but in practice they often track a longer stay, more expensive transport or the choice of richer programmes. When a traveller spends more abroad than at home, it usually means that the trip includes additional activities, excursions and costs that accumulate over several days. For destinations, this is a signal that the focus should not only be on attracting arrivals, but on creating reasons for the guest to stay longer and spend in the local economy.
The NSI also states that, in the structure of expenditure, the largest share—both on domestic and on foreign trips—was the cost of food, and abroad it amounted to 37.2% of total spending. This is an important piece of data because it confirms that guest revenue does not end only in accommodation. Hospitality, local supply and contents that encourage spending in the destination are crucial for the overall economic impact. For destinations targeting the Bulgarian market, quality gastronomy, clear price information and an offer that can fit into a family budget are of particularly great importance. When a traveller feels confident in estimating costs, they are more willing to extend the stay or add one more excursion. Combined with affordable transport, precisely such “micro-decisions” can turn a growing market into a stable source of guests.
Independent travel organisation: “independent” travellers dominate
Changes are also visible in the way trips are planned. According to the NSI, in the third quarter of 2025 as many as 86.6% of private tourist trips were registered as independently organised. The share of private trips without any reservation was 92.0% in Bulgaria, but abroad it also amounted to 67.6%. This suggests a rise in flexible travel patterns: some travellers rely on private accommodation, last-minute decisions, their own transport, or digital platforms that enable fast purchases without classic intermediation. Such a traveller profile is often sensitive to the quality of information: they want to know how to get there, where to park, how public transport works, and how much basic things cost. For destinations, this means that competition is increasingly less fought only at the level of agency packages, and increasingly through digital visibility and practicality.
In operational terms, this is a shift that changes the rules of the game. A traveller who assembles a trip independently often combines multiple channels, compares prices and seeks quick confirmations. Destinations that offer a simple booking process, transparent pricing information and available tickets for attractions have an advantage. Since, according to the NSI, “holiday and recreation” is the dominant motive on tourist trips, it is especially important to offer concrete ideas: where to swim, what to see, which activities are suitable for children, where cultural programmes are, and how to save without giving up the experience. In a market where habits are still forming, well-structured information is often as important as the price itself.
Cruises and long-haul travel: global trends open space for new outbound markets
An interesting segment of growth in recent years is cruises, which some travellers experience as a way to visit multiple destinations within one holiday with relatively simple logistics. The Cruise Lines International Association (CLIA) states in its report on the state of the industry that the global number of passengers on ocean cruises reached 34.6 million in 2024, while for 2025 it expects 37.7 million passengers. Such trends point to the expansion of the industry and the growth in the number of passengers choosing a cruise for the first time, which opens space for outbound markets that previously were not in focus. In that context, Bulgaria can also gain a new role, especially if the trend of growing air connectivity and availability of flights to departure ports in the Mediterranean and Western Europe continues. Cruises are attractive also because they offer a “package” in which accommodation and a large part of logistics are predefined, which can make planning easier for households that want to control the budget.
For Bulgarian travellers, a cruise can represent a combination of holiday, content and travel through multiple countries without constant reshuffling of luggage. Such a product particularly fits the trend of longer holidays, because it is often planned for a week or longer. In practice, some travellers who previously chose only regional trips can experience a cruise as a “safe step out”: they travel farther, but within a more organised framework. For destinations and ports, this means that the Bulgarian market can be viewed as an emerging segment that grows together with the industry. If campaigns aimed at “first-time cruisers” continue in 2026 and if capacity growth is maintained, cruises could become one of the channels through which Bulgarians travel farther and stay longer.
Why destinations should not ignore Bulgaria in 2026
By absolute number of travellers, Bulgaria will not become the largest market in Europe, but its importance lies in growth and changing habits. NSI data on age groups indicates that the 25–44 group is particularly important for travel abroad, and this is a segment that seeks practicality, good value for money and experiences that can fit into annual leave. At the same time, monthly statistics show that a large share of trips falls under “other reasons”, which suggests that mobility is strongly linked to social and family ties. For destinations, this means that the Bulgarian market can develop through channels that are not exclusively tourist: a visit can be upgraded with a holiday, and a short trip can become a longer stay. In a market that is growing, such transitions are frequent and make the difference between “one night” and a full holiday.
The second reason is seasonality. Growing markets often show a greater willingness to travel outside the peak season, when prices are more favourable and accommodation availability is greater. This is an opportunity for destinations that want to extend the season, develop cultural programmes, sports events or congress tourism. The third reason is the “network effect”: as the number of travellers and the frequency of flights grow, it becomes easier to sell a destination as a realistic option. In that sense, Sofia Airport’s announcement of record figures in 2025 is not only logistic news, but also a signal that the market is entering a phase of greater stability. Destinations that enter early, with a clear offer and communication, can gain an advantage before competition becomes more intense.
How to capture part of the growth: recommendations derived from official data
If official travel and spending statistics are taken as a starting point, several directions of action present themselves to destinations and tourism companies.
First, the offer should follow the dominant motives. The NSI states that in the third quarter of 2025 the largest share of tourist trips, both domestically and abroad, was for holiday and recreation. This means that family contents, beaches, wellness, cultural attractions and outdoor activities are key, but with clear information on costs and availability.
Second, communication must follow the traveller who organises the trip independently. The high share of independent trips and trips without reservation indicates that digital presence, clear information and a simple booking process are crucial. Destinations that offer practical guides, information on arrival and getting around, and the possibility of quick purchase of tickets and excursions have an advantage.
Third, value must be shown through experience. Average spending abroad, according to the NSI, is higher than at home, and the largest share of expenditure goes to food. This points to the importance of gastronomy, local experiences and an offer that stimulates spending in the destination, from wine routes to festival programmes and guided tours.
Fourth, trends such as cruise travel should be monitored. CLIA’s global figures show that the industry is growing and that the passenger base is expanding. Destinations that have an opportunity to be included in cruise itineraries or to attract passengers to departure and arrival ports can view Bulgaria as an emerging market, especially if flight connectivity continues to expand.
Wider context: mobility as a social change, not only a tourism wave
The rise of travel abroad from a country with low disposable income cannot be explained by a single factor. It is a combination of economic changes, migration ties, cheaper transport and the fact that travel has become part of a lifestyle, especially among generations that use digital tools the most. Official statistics show that habits are changing: travellers increasingly organise trips themselves, are more willing to travel outside traditional seasonal frameworks and, according to spending averages, more often choose richer and value-stronger holidays abroad. In 2026 this means that destinations that want to grow should view Bulgaria as an emerging market that learns quickly and changes quickly. Those who approach it seriously, with clear information, good logistics and an offer that demonstrates value, can capture part of the growth before the market fully stabilises and becomes even more competitive.
Sources:- - National Statistical Institute of Bulgaria (NSI) – tourist trips and tourism-related expenditure of the population, third quarter of 2025. (link)
- - National Statistical Institute of Bulgaria (NSI) – monthly data on trips of Bulgarian residents abroad, November 2025. (PDF) (link)
- - Bulgarian News Agency (BTA) – trips abroad in August 2025, up 19.4% year-on-year (link)
- - Eurostat (Statistics Explained) – data on disposable income and inequality in the EU (EU-SILC) (link)
- - Sofia Airport – announcement of a record 8.4 million passengers in 2025. (link)
- - Cruise Lines International Association (CLIA) – State of the Cruise Industry Report 2025 (PDF) (link)
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