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.
Bulgarian Prime Minister at TUI Meeting
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: “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, and that have the necessary financial resources to do so.”
New Hotel & Aircraft Christening: TUI BLUE Arabella and Varna
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.
Strong Presence & Authentic Experiences
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.
