A memorandum of cooperation between Bulgaria’s Ministry of Tourism and TUI Group, Europe’s largest tour operator, was signed at the Euxinograd Residence near Varna on Thursday. The document was signed by Tourism Minister Ilin Dimitrov and TUI Group Chief Executive Officer Sebastian Ebel.
Following the signing ceremony, Ebel said he was pleased that TUI had the opportunity to expand its business in Bulgaria. He voiced confidence that the Bulgarian government would support the company in expanding its infrastructure in the country and that cooperation between the two sides would prove successful.
Ebel said the tourism product was evolving and that many people, particularly families, were currently looking for alternatives to Spain and Greece because those destinations had become overcrowded. From a hotel industry perspective, air connectivity was of crucial importance to TUI Group, he added. According to Ebel, air links would allow the tour operator to encourage European customers to visit not only Bulgaria but also specific destinations within the country, depending on whether they were looking for a beach or mountain holiday.
Tourism Minister Dimitrov said sustainable growth and the achievement of the sector’s goals could only be achieved through major partnerships with quality companies that had a long-term vision. He described the memorandum as the beginning of a lengthy process, stressing that tourism could not be approached on a seasonal or haphazard basis but required systematic work.
Dimitrov said Bulgaria wanted to improve its air connectivity, attract a cluster of hotels operating under TUI brands and organise a range of sporting events. He added that an agreement had already been reached to hold a TUI marathon in Bulgaria in 2027.
One of the goals of the memorandum was to double the number of tourists visiting Bulgaria through TUI Group, Dimitrov said. He added that the partnership could also help Bulgaria attract visitors from the United Kingdom again, something that had not happened for years.
Dimitrov concluded that extending the tourism season and developing sustainable tourism depended on strong partnerships and improved connectivity.
Bulgaria, TUI Group Sign Tourism Cooperation Memorandum THE NEWS FROM BULGARIA – NEWS AGENCY 2009-2025 2026-09-24 15:24:42
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