Sunday, July 27, 2025
Summer Season Remains the Backbone of Bulgaria’s Tourism Economy
The tourism sector in Bulgaria is booming with the number of tourists from countries such as Romania, Greece, Turkey, Serbia, Denmark, UK, and Germany steadily rising. Itineraries like these enable huge numbers of people to visit Bulgaria and to find out for themselves why it is an emerging destination for both beach holidays and cultural explorations of towns and villages in its mountains and towards its beaches.
Mixed Signals for Hotel Business Performance in First Half of 2025
According to the report, hotel operators had mixed results for the six months ended June 30, 2025. Thirty percent of hoteliers saw year-over-year performance on par with 2024 and another 30% said performance improved. 20% of hoteliers reported a 10% gain in staff levels, while that same percentage reported a 10% decrease, pointing to a labor market volatility influenced by seasonality, price pressure, and ongoing staffing deficits.
Hotel Occupancy Rates Reflect Seasonal Pressures
Employment in Bulgarian hotels fluctuated widely in the first half of 2025. Around 30% to 50% of properties reported moderate staffing levels, while about one-fifth operated with occupancy below 30%. In contrast, approximately one-third of surveyed hotels reported occupancy rates between 50% and 70%, still below peak seasonal performance.
Duchev noted in a BNR interview that the true economic impact of 2025’s tourist season will only become clear in the latter half of the year, once summer bookings are fully processed.
Hotel Pricing Trends and Revenue Management
BAHE’s findings also provide insight into current hotel pricing structures across Bulgaria. Approximately 40% of hotels have set nightly rates between 100 and 200 BGN, reflecting a mid-market pricing strategy. Meanwhile, about one-third maintain prices below 100 BGN per night, catering to budget-conscious travelers, especially on the Black Sea coast and in smaller inland towns.
Despite slight revenue growth around 10% in the first half of 2025, rising operational costs have offset those gains. According to the survey, hotel expenses have surged by 10% to 20%, with some properties facing even greater cost inflation, particularly related to energy, food supplies, and labor.
While 45% of hotel operators have increased room rates by up to 10%, another 40% have kept prices stable and forecast only modest adjustments by the end of the year.
Cautious Optimism for Second Half of the Year
Forecasts for the rest of 2025 remain guardedly optimistic. Around 40% of hoteliers anticipate a revenue increase of up to 10%, fueled by strong summer and early autumn bookings. However, 30% of respondents do not expect significant changes in their financial performance, pointing to lingering economic uncertainty and fluctuating demand.
Tourism stakeholders continue to face significant obstacles, particularly in workforce management and cost control. The seasonal nature of the tourism industry makes long-term planning difficult, especially for smaller, family-run hotels that depend on just a few peak months for the bulk of their income.
Staffing Shortages Continue to Challenge the Industry
The long-term lack of skilled hospitality labor continues to be one of the biggest headaches for Bulgarian hoteliers. BAHE says that failure to draw and retain qualified personnel represents an ongoing obstacle to expansion.
Wages are likely to edge up slowly in the remainder of 2025, in part because of inflation, and also as a way to lure seasonal workers. According to Duchev also, the sector is focusing on efforts to train young professionals – with interns in craft vocational training positions, government-mandated employment schemes and temporary summer contracts.
Some hotel chains are joining with schools to provide tourism students with a program of structured, on-the-job training to help fill the skills gap and lock down a more steady workforce in the seasons ahead.
Conclusion: Bulgaria’s Tourism Sector Hinges on Strong Summer Performance
Although the tourism sector in Bulgaria appears to be rather resilient, particularly during the high season of summer, its long-term sustainability is susceptible to shocks from external sources, labor market imbalances and increasing operating costs. Industry stakeholders argue for tactical change, workforce initiatives, and wider seasonal tourism to reduce reliance on summertime peaks.
