Amidst the debates surrounding the hosting of major international events and their economic benefits, Bulgaria is now also turning its attention to one of the most significant sports events next year – the 2026 Men's European Volleyball Championship in Sofia.
After the capital hosted a stage of the Giro d'Italia, and the country continues to be a focus for international events, the question is increasingly being raised about what real impact such forums leave on tourism, the economy, and Bulgaria's international image.
According to a publication by the newspaper "Capital", the Sofia Municipality is already making specific predictions about the impact of EuroVolley 2026. The championship is expected to attract between 5,000 and 10,000 foreign visitors, as well as between 7,000 and 10,000 guests from within the country outside Sofia.
Forecasts indicate between 15,000 and 20,000 overnight stays during the tournament, and the total economic effect for the local economy – primarily through tourism, hospitality, restaurants, transport, and services – is estimated at over 10 million euros.
As an example of a long-term effect, "Capital" cites the 2023 European Volleyball Championship in Varna, which generated over 80 million euros in advertising value, more than 17,000 media publications, and tens of millions of interactions on social media.
The Municipal Enterprise "Tourism" at Sofia Municipality emphasizes that besides direct revenues, international recognition remains one of the most important effects of such sports forums.
Volleyball is traditionally among the most successful and watched sports in Bulgaria, and the country already has significant experience as an organizer of major international tournaments. The halls in Sofia and Varna have established themselves as a permanent stop in the European and world volleyball calendar.
EuroVolley 2026 is expected to bring not only a significant tourist flow but also weeks of international television and digital presence for Bulgaria. This includes broadcasts in dozens of countries, social media activity, and the promotion of Sofia as a sports tourism destination.
According to "Capital", it is precisely the combination of direct tourism effect and subsequent international advertising that increasingly turns such events into a strategic investment for host cities.