Vietnamese tourism attracts attention at HOLIDAY & SPA EXPO 2026 in Bulgaria
WVR - Participating in the HOLIDAY & SPA EXPO 2026 in Sofia, Vietnamese businesses have the opportunity to showcase products, seek partners, expand their market, and reach customers not only in Bulgaria but also in the Balkan countries and neighboring Europe.
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| Overview of the HOLIDAY & SPA EXPO 2026. |
The International Tourism expo HOLIDAY & SPA EXPO is an annual event held since 1983 and is considered one of the largest tourism fairs in Bulgaria and the Balkan region. In 2026, the expo takes place from February 12-14 at the IEC Inter Expo Center in Sofia.
This year's event attracts over 250 participants from Europe, Asia, and Africa, including Bulgaria, Vietnam, Romania, Serbia, Greece, Turkey, Austria, Italy, China, Algeria, Uzbekistan, Uganda, and Mauritius. It brings together national/regional tourism associations, travel companies, hotels – resorts – spas, transport companies, insurance firms, and travel technology solution providers.
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| Visitors at the Vietnamese booth. |
To promote the image of Vietnam, its people, and unique tourism products to the Bulgarian market and Southeast Europe, the Vietnamese Embassy in Bulgaria, in collaboration with the Vietnam Culture & Tourism Association in Europe (VNCT), organized the Vietnam booth at the expo. Through this activity, Vietnamese businesses have the chance to introduce products, seek partners, expand their market, and reach customers not only in Bulgaria but also in the Balkan countries and neighboring Europe.
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| Bulgarian Minister of Tourism Miroslav Borshosh. |
In his opening speech, Bulgarian Minister of Tourism Miroslav Borshosh emphasized that 2025 was one of the most successful and important years in the history of Bulgaria's tourism industry, with impressive growth in tourist numbers, industry performance, and close cooperation between the State, local authorities, and the business community. He affirmed that in a world and countries facing many divisions, tourism is a field that can connect and unite parties to act for a common goal; this is clearly demonstrated by the large participation of countries and localities at this year's expo.
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| Ambassador Nguyen Thi Minh Nguyet meeting Bulgarian Minister of Tourism Miroslav Borshosh on the sidelines of the expo. |
On the sidelines of the event, Vietnamese Ambassador to Bulgaria Nguyen Thi Minh Nguyet met with Minister Miroslav Borshosh. The Ambassador proposed that both sides continue to effectively implement the tourism cooperation plan for 2024–2026, concretizing the strategic partnership established during General Secretary Tô Lâm's official visit to Bulgaria (October 2025).
Both parties agreed to enhance delegation exchanges, connect businesses, share experiences in developing strong tourism products, cooperate in human resource training, and boost promotion in each other's markets. Minister Miroslav Borshosh expressed his impression of the rapid development of Vietnam's tourism industry and hopes that Bulgaria will welcome more Vietnamese tourists in the near future.
Recognizing the trend of Balkan tourists increasingly prioritizing high-quality wellness and leisure tourism products, the Vietnam booth focused on introducing three main product groups:
First, Wellness & Health Care: Traditional spa treatments, energy-restoring retreats at pristine beaches and the northern mountainous regions of Vietnam.
Second, MICE & Event Tourism: Potential for organizing conferences, seminars, and events combined with tourism in major cities with modern infrastructure.
Third, Heritage & Sustainability: Promoting the message "Vietnam – Timeless Heritage, Trendy Experiences", connecting long-standing cultural values with the orientation of responsible and sustainable tourism development.
Within the framework of the expo, VNCT directly organized B2B trade connection sessions between Vietnamese businesses and regional partners, while also implementing registration for a FAM trip program for Balkan travel agencies to facilitate direct experience of Vietnam's tourism products and supply capabilities.
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| Ambassador Nguyen Thi Minh Nguyet, Ms. Le Thi Diem Hang and visitors. |
Sharing during the event, VNCT Vice President and General Secretary Le Thi Diem Hang expressed confidence that Vietnam's presence at this expo will create new momentum for the exchange of tourists between the two countries. According to her, these are the "first but very solid bricks" to connect Vietnam's heritage and tourism products with the Southeast European market, opening up prospects for long-term and substantive cooperation.
In the context of Bulgaria and the Balkan region's positive economic recovery, the demand for safe destinations rich in cultural identity like Vietnam is increasing. Participation in the International Tourism expo HOLIDAY & SPA EXPO 2026 not only contributes to expanding the tourist market in Southeast Europe but also promotes cultural diplomacy, enhances understanding, and fosters cooperation between Vietnam and Bulgaria and other countries in the region in the future.
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| Ambassador Nguyen Thi Minh Nguyet, Ms. Le Thi Diem Hang and the traditional Bulgarian dance group. |
