On 30 January 2026, Visit Sofia will present the Sofia Tourism Report 2025, a flagship industry event dedicated to analysing the latest tourism trends, key performance indicators and future development opportunities for Bulgaria's capital.
The event will take place from 10:00 a.m. to 3:00 p.m. at Toplocentrala Regional Centre for Contemporary Arts (Hall 1), with participant registration opening at 9:30 a.m.
During the forum, Visit Sofia will present the organisation's achievements throughout 2025, review the current state of tourism in Sofia and outline strategic opportunities to further strengthen the city's position as a competitive European destination.
The programme will feature:
- An overview of Sofia Municipality's key tourism performance indicators;
- Presentation of Visit Sofia's projects and initiatives implemented during 2025;
- Air traffic and passenger statistics presented by SOF Connect;
- An analysis of Sofia's digital presence, including media coverage, social media, influencer campaigns, travel fairs and familiarisation trips;
- Additional market insights in the "Tourism in Numbers" session presented by Global Metrics;
- A dedicated focus on the MICE sector and opportunities to position Sofia as a leading destination for international business events.
The event will bring together representatives of public institutions, industry partners and tourism experts to present data and discuss the future of the sector.
Sofia Tourism Report 2025 aims to establish itself as the leading platform for constructive dialogue between the tourism industry, public institutions, businesses and the media, united by a shared vision for the sustainable development of tourism in Sofia.
