Photo: Bulgarian National Television (BNT)
Hosting the Eurovision Song Contest 2027 in Burgas is an opportunity for Bulgaria to showcase its hospitality, culture and traditions and improve its image as a tourist destination for years to come, the Bulgarian Hotel and Restaurant Association (BHRA) said on August 19.
On August 13, the Black Sea city of Burgas was officially chosen to host the contest in 2027. The two semi-finals will take place on May 11 and 13, with the final on May 15.
BHRA Chair Georgi Shterev said, as quoted in the press release: "We have a huge opportunity to showcase our country in all areas, and by 2028 we will really know whether we have succeeded. Experience shows that when similar events are organized successfully with the future in mind, growth in the tourism sector comes the following year."
"Eurovision is an opportunity to develop the destination and extend the shoulder seasons, something we have been talking about for years. It is wonderful that Burgas has been chosen as the host, as this gives the entire region, and the whole Bulgarian Black Sea coast, a real chance to be in the spotlight and become more visible and recognizable," Shterev added.
According to the BHRA chairman, it would be appropriate to consider improving transport links, including maritime transport connecting the various resorts and towns along the country's seacoast. This would allow Eurovision 2027 visitors to see, for example, the Roman Baths and the world's oldest gold in Varna, the Palace in Balchik, the Old Town of Nessebar and dozens other cultural attractions.
Hosting Eurovision 2027 will provide an opportunity to present Bulgaria's Black Sea coast in a new way, something that has not been done for years, said Georgi Trapkov, a member of the BHRA's Management Board and head of the organization's branch in the seaside town of Pomorie. "This is a chance to show our hospitality to visitors who, all other things being equal, might otherwise never have come to Bulgaria," Trapkov added.
The Burgas municipality organizing committee set up an informal advisory council when it first applied to host the contest and contacted many of the businesses in the region. Discussions have focused on how best to organize accommodation, transport, catering, associated events and party zones in order to add value to the event and ensure that all visitors leave with positive impressions of Burgas, the Black Sea coast and Bulgaria, Trapkov said.
Plans are also being considered for making use of all available transport options for reaching Burgas via the airports in Sofia and Istanbul. One competitive advantage of the Burgas region is that accommodation capacity in the Sunny Beach resort can be used, while there are more than 150,000 beds within just 20 kilometres of the city.
Trapkov stressed that authorities and businesses must work together in coordination to provide added value during the event and organize suitable associated events to showcase Bulgaria's wealth, traditions, culture and tourism attractions. At the same time, he said, common sense must prevail and prices for related services must not be increased dramatically, as this could have the opposite effect.
Work on organizing Eurovision 2027 should begin immediately, "as they say, yesterday", said BHRA Deputy Chair Veselin Nalbantov. "We are very happy that Burgas has been chosen to host the event and believe it could be the key to extending the shoulder seasons, something we have been talking about for years," he said.
According to Nalbantov, the Tourism Ministry needs to play a leading role in coordinating the organization of Eurovision and the associated events, so that existing shortcomings in Sunny Beach can be addressed and do not affect visitors to the contest and tourists during the following season.
"The industry will also do everything in its power and, apart from attempts at profiteering, prices will be moderate. I assume that a room in a four-star hotel in Sunny Beach during Eurovision 2027 will cost up to 200-250 euros per day," Nalbantov added. He hopes that the weather will be auspicious.
Transport links need to be provided between Sunny Beach and the Eurovision 2027 venue, including free shuttle buses, while paid parking zones in the resort should be removed, even temporarily, and taxi services should be regulated, Nalbantov said.
He also said that institutions could support the process by speeding up the issuing of visas for workers from third countries, ensuring that enough staff are available at Sunny Beach as early as April and introducing the issuing of single-entry visas at the border for visitors from neighbouring countries such as Turkiye. He believes an advertising campaign should be launched immediately.
Nalbantov noted that after the singer Dara won the Eurovision Song Contest 2026 in Vienna and thus secured the hosting rights for Bulgaria in 2027, the organizers of the Burgas edition should work wisely. "Well done to this incredible girl Dara, who gave Bulgaria this opportunity, but we all need to get moving and make the most of this event. We should not focus on short-term profit, but on our long-term image," Nalbantov stressed.
"We need to build on the event, plan additional activities and ensure the best possible organization," said Stoyan Petrov, Chair of the Primorsko Tourism Chamber and a BHRA representative.