Sofia breaks tourism records – what attracts foreigners to the Bulgarian capital?

published on 5/19/25 2:28 PM

Photo: BTA

“It grows but never ages!” The motto of Bulgaria’s capital city has proven to be true over time – Sofia continues to develop and turn into a beautiful European city, despite numerous challenges and imperfections. And it’s not just growing in terms of infrastructure, but also as a tourist destination.

Indeed, Sofia is becoming increasingly attractive to foreign visitors, as official data shows record-high numbers for the first quarter of this year.

“Sofia is doing very well. Urban tourism is definitely following good practices and growing rapidly. In the first quarter of 2025, we had over 280,000 tourists, which is about a 10% increase compared to last year. Looking further back, the growth is even more significant. Around 630,000 overnight stays were recorded, which is about 4% more than last year,” said Konstantin Zankov, Chief Expert at the Institute for Analysis and Evaluation in Tourism.

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Most visitors come from European countries such as Italy, Germany, the United Kingdom, and Spain - markets with convenient low-cost flights. Many tourists also come from neighboring countries like Greece, Turkey, Serbia, and Romania. There is also a noticeable increase in visitors from more distant destinations such as the USA and Israel. Most of these tourists stay in the city for two to three nights, which is typical for urban tourism.

So what are foreign tourists looking for and finding in Sofia?

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“The beauty of tourism is that it’s a hybrid of different services. When people travel, especially in an urban setting, they tend to combine different types of tourism. Of course, cultural and sightseeing tourism is a major draw, with visits to key landmarks, but we also have religious tourism - such as visits to the Boyana Church; wellness and spa tourism - available near Sofia; and mountain tourism -thanks to Vitosha Mountain which attracts more and more visitors. And culinary and wine tourism is always a favorite among foreigners,” Zankov noted.

In front of the Ivan Vazov National Theatre

Volunteers from Sofia Free Tour organize free walking tours of the capital’s main attractions - and they say interest is high despite the variations in the weather conditions just like on a rainy Friday morning when the team of Radio Bulgaria joined a tour.

“Most tourists who come to Sofia don’t have high expectations. They don’t really know what to expect from the capital. In just two hours, we try to show them the city’s main highlights. Sofia has symbols from many different eras. This leaves a strong impression on visitors - they realize Sofia is a truly ancient city with a rich history and a blend of many cultures,” said tour guide Tomislav Rashkov.

One of the tour participants was Dan from the Netherlands, who had previously visited Sofia on a business trip. He was so impressed by the city that he decided to bring his entire family back.

“I like the city and the people. It’s a mix of old traditions and new styles. It’s well-organized, people are well-dressed, we feel comfortable and safe here. I enjoy being here,” he said.

Many younger tourists, besides visiting major landmarks, are also eager to experience the city's nightlife.

In front of a popular downtown club, we met Edward and his friend from Manchester. Beyond the usual feedback, they were particularly impressed by Sofia’s bar culture.

“To be honest, this is a new experience for us. I didn’t know much about Bulgaria. Things are tough in England right now, so we were looking for somewhere affordable. I like a lot of things here - people are friendly, it feels safe. That’s really important. I didn’t expect a European capital to feel this calm. I definitely wouldn’t feel this safe back home,” Edward said.

Sofia is not only attracting Western Europeans as tourists. Contrary to popular belief, it is also becoming a sought-after destination for work and business.

“When we develop a destination - whether Sofia or Bulgaria as a whole - we stimulate the economy and attract more and more people who see this country as a place to work and invest,” emphasized tourism expert Zankov.

This was the case for Luigi, an Italian who chose Sofia to continue his career.

“I lived in Portugal for seven years, but I chose to move to Sofia to start a business. Why? For several reasons. First, I was on vacation here and left with a very positive impression - I wanted to come back. But also because I wanted to start a small freelance business, and the system here is favorable and low-risk. Especially the tax system - 10% income tax and 5% on dividends. I also had the chance to meet Bulgarians, and the culture feels quite similar to the Italian one,” Luigi explained.

Despite the recent record growth, the potential is far from exhausted, Zankov believes. With the right promotion, Sofia can further develop its cultural tourism, as well as congress and sports tourism. One of the city's greatest untapped assets - its mineral water - is still not being used effectively for spa and wellness tourism. Vitosha Mountain also deserves greater promotion as a tourist destination.

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