Bulgaria and TUI Group have signed a cooperation memorandum targeting 400,000 tourists a year traveling to Bulgaria through the German tour operator — double the current volume — by 2030.

Tourism Minister Ilin Dimitrov and TUI Chief Executive Officer Sebastian Ebel signed the agreement on 24 September 2026, the Ministry of Tourism reported. For sellers of travel, the deal signals a long-term distribution commitment from Europe's largest tour operator to a Black Sea market competing with Greece and Türkiye for German and British package demand.

What does the memorandum commit to?

The agreement sets a headline volume goal: 400,000 TUI-carried visitors annually. It also opens the door to new source markets beyond Bulgaria's traditional German base.

"As a result of this long-term cooperation, we hope to attract tourists from the United Kingdom as well," Dimitrov said.

Recovering the German market ranks among the ministry's top priorities for the upcoming season. "We want it to be significantly stronger, starting as early as the beginning of May and, weather permitting, continuing until the end of September," the minister said.

The 400,000 figure is a target, not a measured result. Neither party disclosed the current TUI baseline beyond the doubling formula, the deal's financial terms, or capacity commitments from TUI's airline and hotel divisions.

Which segments will Bulgaria push?

Beyond beach product, the ministry plans to promote Bulgaria to European audiences across several categories:

• Cultural tourism
• Spa and wellness
• Nature
• Wine and gastronomy
• Sports tourism
• Congress tourism

The broader portfolio signals an attempt to extend demand beyond the summer window that currently defines Bulgaria's package business.

How does the Varna aircraft fit in?

Earlier on the day of the signing, a naming ceremony took place at Varna Airport for a Boeing 737-8 operated by TUI. The aircraft carries the name VARNA, after Bulgaria's maritime capital, with Tourism Minister Ilin Dimitrov serving as its godfather at the ceremony.

"Today, Varna is gaining wings, and we will be able to become increasingly active on the international stage," Dimitrov said.

The branded aircraft gives Bulgaria a visible marketing asset inside TUI's European fleet operations, tied to the gateway airport serving its northern Black Sea coast.

Why it matters for the trade

For tour operators, OTAs and hoteliers distributing Bulgarian inventory, the memorandum points to a planned expansion of TUI-sold capacity into the market over the next four seasons. The ministry's stated intent to widen the season — from early May to late September — and to add UK demand would, if realized, shift arrival patterns and competitive positioning against rival sun-and-sea destinations.

The target remains a projection until TUI's published capacity and bookings data confirm the ramp-up toward 2030.