TUI and Bulgaria strengthen partnership to drive tourism growth
2030 Strategic Partnership: TUI and Bulgaria sign Memorandum of Understanding
High-level talks on destination development: Prime Minister Rumen Radev and Minister of Tourism Dr Ilin Dimitrov meet with TUI
TUI Hotel Portfolio Growth: New TUI Blue Arabella to open at Golden Sands in summer 2027, expanding TUI-branded hotel portfolio in Bulgaria to five properties
Flying Ambassador for Bulgaria: TUI Airline Boeing 737-8 named “Varna”
TUI senior leaders in Varna: 150 senior managers gathered for three-day leadership meeting
Varna/Hanover, 28 September 2026. TUI Group is strengthening its presence and strategic cooperation with Bulgaria. TUI Group CEO Sebastian Ebel and members of the Group Executive Committee (GEC) met with high-ranking representatives from Bulgaria’s government and tourism sector, including Prime Minister Rumen Radev and Minister of Tourism Dr Ilin Dimitrov, to discuss how Bulgaria can further develop and grow as a tourism destination internationally. A Memorandum of Understanding (MoU) between TUI and the Bulgarian Ministry of Tourism was signed by Dr Ilin Dimitrov, Minister of Tourism of the Republic of Bulgaria, and Sebastian Ebel, CEO of TUI Group, on 24 September at Euxinograd Palace on the Black Sea.
The MoU sets the strategic framework of the partnership until 2030, with the aim to further develop Bulgaria as a sustainable and competitive holiday destination, combining its strengths on the Black Sea with new travel products focused on culture, nature, wellness, city breaks and culinary tourism. The cooperation will centre on:
- Joint marketing campaigns for Bulgaria as a destination in key European source markets.
- The expansion of flight connections with TUI’s own airline.
- Diversification of the tourism offering.
- Improvements to the guest experience on the ground.
The ambition is to significantly increase the number of TUI customers traveling to Bulgaria`s Back Sea coast by 2030.
“Bulgaria has enormous potential as a tourism destination. The country combines attractive beach holidays on the Black Sea with culture, nature, hospitality and very good value for money. With our integrated model, including tour operators, airline, own hotels and our experiences business TUI Musement, we can help make the destination even more visible internationally and further develop it sustainably together with our partners on the ground,” says Sebastian Ebel, CEO of TUI Group.
On Friday, TUI CEO Sebastian Ebel welcomed Bulgarian Prime Minister Rumen Radev to the Group’s senior leadership conference. In his speech, the Prime Minister emphasised the important role tourism plays for the development of Bulgaria, and stated: “Tourism is a very important gateway for investment, including significant investment from companies that have a genuine desire to stay and further develop the tourism industry.”
TUI is specifically investing in Bulgaria’s tourism potential and strengthening the presence of its own brands on the Black Sea coast. Hotel portfolio expansion is a key element of the strategy and a further step was agreed in Varna: Grigor Fidanov, owner of GRIFID Hotels, and Bernd Mäser, CEO of TUI Hotels & Resorts, signed a franchise agreement for the new TUI Blue Arabella in the Varna region.
The 290-room hotel at Golden Sands is currently undergoing extensive renovation and is scheduled to open in summer 2027 as the first TUI BLUE hotel on the northern Black Sea coast. The expansion complements the existing portfolio around Burgas, with TUI BLUE Nevis, TUI Suneo Serenity Bay and TUI Suneo Perla offering more than 1,900 beds in total. The already announced TUI Suneo Compass in Varna will also be added in 2027. In addition to TUI-branded hotels, TUI’s tour operator brands in European markets offer around 220 hotels from more than 150 partners in Bulgaria, including popular concepts such as TUI Kids Clubs.
“Bulgaria remains an attractive growth market for TUI Hotels & Resorts and an important destination for our guests. The signing for TUI BLUE Arabella is a further step in strengthening our hotel portfolio in the country and offering more high-quality holiday experiences in destinations with long-term potential,” says Bernd Mäser, CEO of TUI Hotels & Resorts.
Another visible sign of the close collaboration between TUI and Bulgaria is a new Boeing 737-8 being named “Varna”. This makes the Black Sea coastal city a flying ambassador for Bulgaria in TUI’s international route network. The modern aircraft reflects TUI’s investment in a more efficient fleet and the importance of Bulgaria as a holiday destination.
“The cooperation with TUI is an important signal for Bulgaria as a tourism location. Together, we want to increase the international visibility of our country, extend the season and develop new offers that bring the diversity of Bulgaria closer to guests,” says Dr Ilin Dimitrov, Minister of Tourism of the Republic of Bulgaria.
Bulgaria is an established and fast-growing holiday destinations in South-Eastern Europe for TUI. The regions around Varna and Golden Sands, as well as Burgas and Sunny Beach, are particularly popular. Families value the long sandy beaches, modern all-inclusive hotels and attractive value for money.
TUI already has a strong, established presence in Bulgaria supporting holidaymakers on the ground. The main TUI office is located in Varna, with another in Burgas, and during the summer peak the local team grows to up to 150 colleagues. In winter, local teams also support guests from the United Kingdom and Ireland as part of the Crystal Ski programme.
While July and August are the busiest travel months, May and September see particularly strong demand for in destination experiences. TUI Musement, the tours and activities business of TUI Group, offers more than 150 excursions, activities and attraction tickets in Bulgaria. Differentiated experiences developed by TUI Musement, which give guests authentic access to the destination, are particularly popular, accounting for over 60% of all TUI experience sales. These include boat trips on the Black Sea, mountain safaris, visits to historic towns such as Sozopol and Nessebar, and excursions to Balchik Palace. In Sofia, TUI Musement also offers multi-day programmes in the capital and surrounding region.
About TUI Group
The TUI Group is a leading global tourism group. It offers its more than 34.7 million customers integrated services from a single source and covers the entire tourism value chain under one roof. The Group owns more than 460 hotels and resorts with premium brands such as RIU, TUI Blue, and Robinson, as well as 19 cruise ships, ranging from the luxury class MS Europa and MS Europa 2 and the HANSEATIC class expedition ships to the Mein Schiff fleet of TUI Cruises and cruise ships at Marella Cruises in the UK. The group also includes leading European tour operator brands and online marketing platforms, for example for hotel-only or flight-only offers, five airlines with 125 modern medium- and long-haul aircraft, and around 1,200 travel agencies. In addition to expanding its core business with hotels and cruises through successful joint ventures and activities in holiday destinations, TUI is increasingly focusing on the expansion of digital platforms and transforming itself into a global tourism platform company. The group is headquartered in Germany. TUI shares are listed on the Prime Standard segment of the Frankfurt Stock Exchange and are included in the MDAX. They are also traded on the regulated market of the Hanover Stock Exchange.
Global responsibility for sustainable economic, environmental, and social action is at the heart of our corporate culture. The TUI Care Foundation, initiated by TUI, focuses on the positive effects of tourism, education and training, and the strengthening of environmental and social standards with projects in 30 countries. In this way, it supports the development of holiday destinations. The globally active TUI Care Foundation initiates projects that create new opportunities for the next generation.