SOFIA 2026: A STRATEGIC TURNING POINT FOR WELLNESS TOURISM
On 24 April 2026, the Vietnam–Bulgaria Tourism Cooperation Forum 2026 was successfully held online. Co-organised by the Embassy of the Socialist Republic of Vietnam and the Association for the Culture and Tourism of Vietnam in Europe (VNCT), this 90-minute event marked a strategic milestone in strengthening bilateral relations and exploring new market opportunities between the two nations.
Institutionalising relations: signing a historic memorandum of understanding
The forum brought together a wide range of key players, including government representatives, tourism authorities, industry experts, academic institutions and many private companies (hoteliers and tour operators) from both countries.
Signing of the memorandum of understanding between VNCT and BUBSPA
The institutional highlight of the event was the signing of a memorandum of understanding (MoU) between VNCT and the Bulgarian Union for Balneology and Spa Tourism (BUBSPA). The agreement formalises a major shift from informal cooperation to a structured, long-term partnership. It establishes a solid framework for joint promotional activities, regular dialogue and the targeted development of wellness and spa tourism, a particularly promising segment.
Three strategic pillars to unlock the market’s potential
While the discussions confirmed strong market potential — driven in particular by the growing interest of Bulgaria’s middle and upper classes in long-haul travel and authentic cultural experiences — they also highlighted structural challenges. To address them, the forum defined three essential pillars of action:
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Market alignment and product localisation: Experts stressed that Vietnam’s current tourism offer needs to be better adapted to the specific expectations of travellers from Eastern Europe. VNCT encourages the development of tailor-made products focused on wellness retreats and deep cultural immersion.
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Strengthening air connectivity: The lack of direct flights remains the main obstacle to traveller flows. In the short term, the launch of seasonal charter flights, particularly during the winter period, was recommended as a viable solution to stimulate demand.
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Human resource development: Faced with ever higher international standards, the forum stressed the importance of training qualified staff with strong language and intercultural skills, through closer cooperation between educational institutions and the industry.
From strategic dialogue to business opportunities (B2B)
The second part of the forum was devoted to a particularly lively B2B Matching Session. Vietnamese companies were able to present their services directly to their Bulgarian counterparts (travel agencies, hospitality professionals), laying concrete foundations for future collaboration: development of joint tours, long-term partnership agreements and market entry strategies.
In conclusion, the organisers made recommendations to policymakers, in particular on the need to simplify visa procedures and to support joint promotional campaigns in order to consolidate the achievements of this forum.
Through this successful co-organisation, VNCT reaffirms its role as a key institutional and commercial bridge for the promotion of Vietnamese tourism in Europe, paving the way for a high-value tourism corridor.
