"No more hotels" and a 44% increase in German tourists – the successful strategy of Bulgaria's Black Sea resort Albena

Albena remains the greenest seaside complex in Bulgaria

published on 8/21/25 12:35 PM

Photo: albena.bg

Although it's still mid-August and a bit early for final conclusions, all signs point to a successful season for the resorts along Bulgaria’s Northern Black Sea coast. Albena stands out as a prime example of the long-awaited recovery of Bulgarian tourism after the pandemic.

Early signs of activity appeared as early as April, with the arrival of 3,000 Austrian pensioners. But the real breakthrough came with the return of German tourists – a key market that had been absent for years. The data confirms the trend: a significant increase in overnight stays by German visitors compared to 2024, more Bulgarian guests, and steady interest from Scandinavia and Central Europe.

Krasimira Stoyanova, a manager at Albena resort, comments on the trend:

“This season we’re seeing a revival of the German market, which we’ve been expecting for years, as its recovery in Bulgaria was much slower than in our competitor destinations. Thanks to the contracts we signed with our partners, this year there are enough charter flight seats for all Germans wishing to vacation in Bulgaria. This success is also due to targeted advertising through a German agency. Another factor was the opportunity to host nearly 3,000 Austrian pensioners in April and May, which helped us extend the season. And we know that’s one of the biggest challenges for tourism in Bulgaria.”

Austrian tourists again chose Albena for their spring vacation

This summer, competing destinations like Turkey and Greece reported price increases of 15–20% in the sector. In contrast, Albena raised its prices by no more than 5% – a strategy that paid off. Foreign tourist numbers rose by 20%, and the resort’s occupancy rate was nearly 100%.

“Our price increase is very modest compared to what’s happening in competing destinations. That may be part of the reason for the increase in tourists – we’ve seen a 14% rise in Bulgarian guests. The average increase in foreign visitors is around 20%, with the largest growth among German tourists – 44%. The numbers for French, Scandinavian, Czech, and Polish tourists are on par with last year. We’ve also seen a slight increase in visitors from Romania, as well as from Ukraine, Belarus, and Moldova,” says Krasimira Stoyanova.

While overdevelopment continues unchecked in other Bulgarian resorts that focus on expanding bed capacity, Albena remains the greenest seaside complex in the country. Its management has long followed a “No more hotels” policy, prohibiting the construction of new hotels. Instead, old ones are rebuilt – for example, two-star hotels are upgraded to five-star ones. The resort’s greenery is also enhanced by its proximity to the Baltata Nature Reserve – a pristine alluvial forest offering beautiful views and cool shade.

“We have many families with children, because that’s our main advantage – the children’s facilities, the water park (ranked among the top 8 in Europe), and the opportunity for kids to spend their vacation in contact with nature. Thanks to our location in the westernmost alluvial forest in Europe, our youngest guests can see rare animals and birds,” says Stoyanova.

In 2018, Albena was named “European Resort of Sport.” Thanks to numerous sports and conference events, the resort attracts tourists even outside the peak season. The cultural calendar adds to the attractions with weekly beach festivals, free concerts, and children’s discos that draw many of the resort’s 12,000 guests. The highlight will be the “anniversary week” around August 24, when Albena will celebrate its 56th anniversary with a rich week-long program.