TUI–Bulgaria deal to double tourists by 2030 puts Varna at centre

Bulgaria’s Ministry of Tourism and TUI Group, Europe’s largest tour operator group, aim to double the number of TUI tourists coming to Bulgaria to 400,000 a year by the end of 2030. The three-year memorandum was signed on 24 September 2026 at Euxinograd, north of Varna, during TUI’s management meeting in Golden Sands. For Varna it promises a longer season; the open question is whether infrastructure keeps up.

What does the memorandum say?

According to the Ministry of Tourism, the agreement covers air connectivity, joint advertising, extending the season and developing new products. It was signed by Minister Ilin Dimitrov and TUI CEO Sebastian Ebel. Bulgaria will be promoted to European travellers for:

• culture
• spa and wellness
• nature
• wine and gastronomy
• sports
• conferences

Germany is the main focus. Dimitrov said he wants the German market to start “as early as early May” and run to the end of September. BNR reported that he also hopes to attract more British tourists.

Why was Varna chosen?

TUI held its annual Senior Leadership Team Meeting in Golden Sands on 24–26 September, as part of the city’s autumn tourism programme, BTA reported in July. The trade site reisevor9 reported that Ebel also met Prime Minister Rumen Radev and Dimitrov in Varna. Earlier that day, TUI named a Boeing 737-8 “Varna” at Varna Airport, with the minister as godfather; aeroTELEGRAPH gives its registration as G-TUMW. Fraport Twin Star, the airport operator, said the plane will carry the city’s name across TUI’s European network.

What does it mean for Varna?

• A longer season. If the minister’s May–September goal works, hotels, restaurants and transport in Varna and the resorts would need staff for more months, not only for the summer peak.
• Jobs and a new hotel. Reisevor9 reports that TUI BLUE Arabella in Golden Sands, a 290-room franchise with GRIFID Hotels, is being renovated to open in summer 2027. It will be the first TUI BLUE on the northern Black Sea coast.
• Infrastructure worries. Ivan Groshev, chairman of the Association of Incoming Agencies, told BNR, as quoted by Novinite, that “Europe’s largest tour operator group is making Bulgaria a strategic priority”. He said airports and hotels have room to grow, but infrastructure is “where we are lagging behind”. He also expects hotel rates for next year to rise by 6–10%.

No new routes, flight numbers or public investments in Varna had been announced as of October 2026.

How is this different from the Black Sea Tourism Forum?

The TUI memorandum is a national deal with one tour operator. The Black Sea Tourism Forum on 30–31 October is a local industry debate on making Varna a “smart destination” by 2035. For how the 2026 summer went, see Varna region tourism figures for August 2026. Visiting the resort? Read our sister site’s guide to Golden Sands and St Constantine.