Sofia was showcased at one of the world’s largest international tourism exhibitions, World Travel Market (WTM) London 2025, which annually brings together more than 5,000 exhibitors and over 50,000 tourism professionals from around the world.
During the exhibition, the Visit Sofia team held numerous meetings with potential international partners who expressed strong interest in Sofia and opportunities for future cooperation.
At the special event “Exploring Culture, History and Heritage in Travel: Bettany Hughes in conversation with Wanderlust”, held on 5 November 2025, Prof. Bettany Hughes presented Bulgaria and excerpts from episodes of her programme filmed in the country.
The Visit Sofia team met with Prof. Hughes and representatives of Wanderlust, one of the established international publications in the travel and tourism sector. The discussions laid the foundations for future partnerships and confirmed growing interest in Sofia as a destination combining cultural and historical heritage, contemporary urban life and diverse visitor experiences.
Visit Sofia’s participation in WTM London 2025 is an important part of its efforts to increase the capital’s international visibility and strengthen its position as an attractive year-round destination offering rich culture, diverse experiences and warm hospitality.
