The Visit Sofia team took part in the 26th edition of Sajam Turizma, one of the leading tourism fairs in the region, held in the Serbian city of Niš.
The close proximity between Niš and Sofia makes the two cities natural partners in the development of regional tourism. Strong transport connections create excellent opportunities for increasing visitor flows and developing joint tourism initiatives between the two destinations.
During the exhibition, visitors showed growing interest in Sofia as an attractive destination for city breaks, cultural tourism and diverse urban experiences.
Visit Sofia's participation represents another step in strengthening its long-standing partnership with the Tourist Organisation of the City of Niš and further enhancing tourism cooperation between Bulgaria and Serbia.
In 2025, nearly 17,000 Serbian visitors travelled to Sofia, generating more than 32,000 overnight stays. Compared with 2020, this represents an increase of more than twofold, highlighting the steadily growing interest in Bulgaria's capital.
