Do you know which three days in 2027 will see the word "tourism" used most frequently? They are February 18, 19, and 20—the dates when the Holiday & SPA Expo 2027 opens its doors in Sofia. New destinations, business development, and insights into the latest trends—the international expo offers all this. In 2027, the Inter Expo Center will host the event for the 43rd time, welcoming hundreds of exhibitors and thousands of visitors from dozens of countries.The Vacation & SPA Expo—which attracted over 20,000 attendees at its last edition—is organized by the Inter Expo Center with the support of the Ministry of Tourism of the Republic of Bulgaria. The expo brings together national and regional tourism boards, municipal authorities, industry associations, tour operators and agencies, hotel and resort owners and managers, businesses specializing in golf, wine, culinary, and youth tourism, as well as sports clubs and educational institutions. The exhibition halls will also feature innovators in software and digital solutions, marketing and advertising, media representatives, end consumers, and companies focused on wine, medical, festival, and adventure tourism.
Staying True to the Concept
Interest from abroad has grown noticeably in recent years. With nearly 40% international participation, the latest edition brought together over 250 companies from Bulgaria, Italy, Austria, China, Turkey, the Seychelles, Mauritius, Vietnam, Finland, Romania, Greece, Serbia, Algeria, Uganda, Albania, and Uzbekistan. There was significant collective participation from Greece, Serbia, and Romania. The participants included 60 Bulgarian municipalities, 90 hotels and hotel chains, and over 20 high-tech companies.
Culinary events, business conferences, and innovations took center stage in the accompanying program, which featured over 40 events across 6 stages. A culinary show highlighted the richness of Bulgaria’s various regions; another event showcased Greek regions and hotels; and a conference introduced the audience to "The New Face of Tourism." The "Digital Box" stage focused on technology, AI, and social media, while also exploring the connection between travel bloggers and the development of brands and destinations.Digital Solutions Are Changing the Game
From February 18th to 20th, businesses will have access to a wide range of digital solutions for the tourism sector. Through an advanced B2B matchmaking platform, exhibitors will be able to establish targeted connections with visitors. Participants will present their products and prepare preliminary offers for potential partners. Additionally, a "buyer program" will allow business visitors to meet with pre-selected companies that align with their specific field of activity. The Holiday & SPA Expo continues to develop its "DIGITAL BOX" – a dedicated zone for leading technology companies and digital marketing agencies offering high-tech solutions for the tourism sector, such as AI-powered tools for remarketing, reservation management, and customercommunication, as well as digital platforms for B2B and B2C online sales.
Would you like to immerse yourself in the atmosphere of the Holiday & SPA Expo 2027? You can find more details about this Bulgarian tourism trade fair at www.holidayfair-sofia.com. The event will open its doors to the public from February 18 to 20, 2027.