From March 9 to 11, 2025, Inter Expo Center in Sofia plays host to the 41st edition of Holiday & SPA Expo. The event, organized with the support of the Bulgarian Ministry of Tourism, traditionally becomes a meeting point for leading experts, representatives of government institutions, hoteliers, technology companies and travel agencies, who together outline the trends in the industry.

This year, the international forum will feature more than 240 companies from Bulgaria and abroad, with the strongest participation expected from Greece and Serbia.The thematic zones "Bulgaria", "Europe" and "World" will promote the diversity of tourist destinations—from Bulgarian resorts to exotic offers from four continents. The forum also serves as an opportunity for the industry to advertise its offers and negotiate for the upcoming summer season.

During the Holiday & SPA Expo, more than 60 Bulgarian municipalities will present their opportunities for recreation and alternative tourism, as well as their newest attractions. Meanwhile, over 30 accompanying events will take place on 8 stages. There will also be culinary demonstrations introducing visitors to the richness of not only Bulgarian traditional cuisine but also Chinese and Greek cuisines.

A business program with the participation of representatives from state institutions and industry professionals is also planned. They will discuss best practices for sustainable tourism, digitalization in the sector and ways to attract new tourist flows.

The big news at this year’s edition of the Holiday & SPA Expo is the so-called Digital Box Zone, dedicated to innovations in the industry. It will bring together companies in the fields of digital marketing, software solutions and service automation, with the goal of facilitating the transition to more modern and efficient business models.

See also:

• Record successes and unclear prospects - about the tourism optimism in 2024

• Euronews: Bulgaria is an ideal destination for year-round tourism with its golden beaches and snow-capped peaks

• On the winter map: Bulgaria’s ski centres are booming

Editing by Veneta Nikolova

Published and translated by Kostadin Atanasov

Photos:  holidayfair-sofia.com (archive)