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Sofia continues to strengthen its position as an attractive destination for Polish tourists through targeted initiatives focused on cultural and wine tourism.
In this context Sofia Tourism Administration (Visit Sofia), in partnership with the National Tourism Representation of Bulgaria in Poland, organized FAM trip for leading Polish journalists specializing in cultural and wine tourism.
During the four-day programme, the guests experienced the diverse offerings of Sofia, combining rich cultural and historical heritage, gastronomy, wine culture and natural surroundings. Highlights included visits to UNESCO World Heritage sites such as the Rila Monastery and Boyana Church, curated wine experiences and opportunities to explore the natural beauty of Vitosha Mountain.
The programme showcased Sofia as a dynamic European capital that offers authentic and memorable experiences.
The results of the marketing efforts for the period January–June 2026 demonstrate significant growth in the Polish market:
+89% increase in visitors from Poland
+82% growth in overnight stays
This positive trend is driven by consistent efforts to develop the market, including targeted international campaigns, strong media partnerships and improved air connectivity via Vasil Levski Sofia Airport, with regular direct flights between Sofia and major Polish cities.
Sofia continues to position itself as a leading destination for cultural, urban and wine tourism, inspiring more Polish travellers through authentic stories and meaningful experiences.
