Sofia has started 2026 with solid growth in tourism, reinforcing its position as one of Europe's fastest-growing city destinations. During the first quarter of the year (January–March), the Bulgarian capital recorded significant increases in both visitor arrivals and overnight stays, reflecting growing international interest.
The city welcomed 301,014 visitors, representing a 5% increase compared to the same period in 2025 (285,377 visitors). Overnight stays reached 682,864, marking an 8% rise from the previous year's 635,217.
Growing International Demand
International visitors accounted for 66% of all arrivals, up from 59% during the first quarter of 2025, while domestic travellers represented the remaining 34%.
The average length of stay remained stable at 2.3 days, confirming Sofia's popularity as a city-break destination. Another positive trend is the increasing number of families with children choosing Sofia for their holidays.
The city's top ten international source markets are:
Italy, Spain, the United States, Israel, Türkiye, Poland, Germany, the United Kingdom, Greece and France.
Sofia continues to strengthen its reputation as a modern European capital, offering a rich cultural and historical heritage, vibrant urban life and a diverse events calendar. Key drivers of growth include excellent air connectivity, Sofia's strategic location in Southeast Europe and its close proximity to Vitosha Mountain, which provides year-round opportunities for outdoor recreation.
A Rich Events Calendar for 2026
A packed programme of international events is expected to further boost visitor interest throughout the year. Major highlights include Giro d'Italia, the European Men's Volleyball Championship and the European Design Awards & Festival.
Sofia will also host well-established festivals such as Sofia Summer Fest and A to Jazz Festival, attracting thousands of visitors every year.
The cultural programme is further enriched by events such as Opera at the Square in front of St. Alexander Nevsky Cathedral, Opera in the Park, traditional Christmas markets and dozens of cultural events organised by the Sofia Municipality throughout the year.
Continuing to Develop the Destination
Visit Sofia continues to actively promote and develop the city through targeted international marketing campaigns and the creation of new tourism products and services designed to enhance the visitor experience and respond to evolving travel trends.
Source: Unified Tourism Information System (ESTI), processed by Visit Sofia, Sofia Municipality.
