Throughout February 2026, Visit Sofia showcased the Bulgarian capital at three of Europe's leading international travel exhibitions:
- f.re.e, Munich, Germany | 18–22 February
- ITF, Belgrade, Serbia | 19–22 February
- Ferie for Alle (Danish Travel Show), Herning, Denmark | 20–22 February
These events provide an excellent platform for presenting Sofia's rich cultural heritage, vibrant urban lifestyle and diverse tourism experiences to travel professionals and international visitors.
In 2025, the Visit Sofia team participated in 18 international travel fairs and two specialised MICE exhibitions. Maintaining a strong presence at key international tourism events is an important part of the city's long-term strategy to strengthen Sofia's position as a competitive European destination and contributed to the capital's record tourism results in 2025.
The meetings and partnerships established during these exhibitions have led to joint marketing campaigns with leading international travel platforms, further increasing Sofia's visibility and attracting new international visitors.
