At the beginning of 2026, Visit Sofia promoted the Bulgarian capital at two of Europe's leading international travel exhibitions – Ferien Messe Wien in Vienna (15–18 January) and FITUR Madrid in Madrid (21–25 January).
Sofia was represented with its own dedicated desk within the official Bulgarian national stand organised by the Ministry of Tourism. Throughout both exhibitions, Visit Sofia showcased the city as a modern European destination offering rich cultural heritage, excellent air and transport connectivity, and a wide range of year-round travel experiences.
Sofia continues to attract growing interest from international tourism partners and travellers. Spain is among the city's top three inbound tourism markets, and meetings with travel industry professionals confirmed Sofia's reputation as an accessible, dynamic and year-round destination.
Visitors are drawn to Sofia's unique identity, ancient history, vibrant cultural scene and contemporary urban atmosphere, making the city an attractive choice for cultural tourism, city breaks and business travel.
Through its participation in leading international travel exhibitions, Visit Sofia continues to strengthen Sofia's international profile, positioning the city not simply as a place to visit, but as a destination that inspires, surprises and leaves a lasting impression on every traveller.
