According to the expert, a key factor for this success is not only the increased quality of service and excellent skiing conditions, but also Bulgaria's successful integration into the eurozone, which significantly facilitates payments and creates a sense of security among Western visitors.
The Euro as a catalyst for more tourists in Bansko
One of the main topics addressed by Kolev is the impact of the single European currency on hotel operations and the overall customer experience. According to him, eliminating currency risk is key to attracting more solvent customers.
The lack of currency exchange fees and clear prices make Bansko's offers directly comparable and competitive with those in the Alps. This acts as a powerful psychological incentive for tourists from Central Europe, who already perceive the resort as part of their economic space.
„"Although the transition is not going equally smoothly everywhere, we see real benefits in tourism and expect this to lead to even more guests from all over the world," added Kolev, emphasizing that the euro is now an integral part of everyday life in the city.
Statistics and new markets: Breakthrough in Germany and the USA
Dimitar Kolev's words about the diversity of nationalities are confirmed by the trends observed over the past few seasons. While Bansko traditionally relied mainly on guests from Great Britain, Romania, Greece and Turkey, the picture in the 2025/2026 season is changing dynamically.
To illustrate the change, here is a comparative analysis of the share of different groups of tourists in Bansko compared to previous periods:
| Country / Region | Title (Season 23/24) | Title (Season 25/26) | Trend |
|---|---|---|---|
| United Kingdom | 25% – 28% | 24% | Stable market |
| Balkans | 45% – 50% | 40% | Slight decline in % |
| Germany/Austria | Under 3% | Over 8% | Tall |
| USA | Below 1% | 3% – 4% | New segment |
The phenomenon of American tourists is particularly interesting. Analysts attribute this to Bansko's growing popularity as a global hub for "digital nomads." Young professionals from the United States are combining remote work with excellent skiing and snowboarding conditions, often booking longer stays than the average tourist.
Prices and competitiveness in 2026
Despite inflationary processes worldwide, Bansko maintains its position as an affordable alternative to luxury Alpine resorts, offering high quality accommodation at a significantly lower price.
Current prices (January 2026):
Dimitar Kolev specified that an overnight stay at a four-star SPA resort during the peak season is around 250 euros for a double room.
This package includes:
- Accommodation in a luxury double room.
- Rich breakfast and dinner (Half Board).
- Full access to a SPA center with mineral water and thermal zones.
- Transfer to the starting station of the cable car.
For comparison, a similar package in Austria (Kitzbühel or Sölden) or Switzerland would cost between 450 and 750 euros per night, often without meals included. This price advantage of over 50%, combined with the new convenience of paying in euros, makes the Bulgarian resort a magnet for the pragmatic Western tourist.
The future of the resort
The 2025/2026 season is shaping up to be a key one for the city's rebranding. From a budget tourism destination, Bansko is confidently transforming into a cosmopolitan resort capable of satisfying the demands of guests from countries with high standards in the hospitality industry.
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