Innovative business MATCHMAKING PLATFORM and international buyer program will create even more business prospects
The Holiday&SPA Expo exhibition, expected by the entire tourism industry in Bulgaria and Eastern Europe, will be held from February 12 to 14, 2026. in Sofia. This is announced by the team of Inter Expo Center, the organizer of the international format, which will be held for the 42nd time.
“Currently, intensive communication is underway with companies wishing to participate as exhibitors,” share the organizers. The sale of tickets for visits will also start very soon. It seems that in 2026. the format will create even more opportunities for tourism and related economic sectors. “Foreign interest is noticeably stronger. This confirms Holiday&SPA Expo and Bulgaria as an important international tourism factor,” say the organizers. The format is defined as a bridge for communication and negotiation between companies from Asia and Africa and Europe.
The last edition attracted over 18,000 visitors. There were 240 exhibitors from Bulgaria, India, China, Tanzania, Algeria, Vietnam, Sierra Leone, Pakistan, Russia, Egypt, Mauritius, Serbia, Greece, France, Spain, Romania, Turkey, Finland. Over 60 Bulgarian municipalities were represented, and the international presence was nearly 40%.
From February 12 to 14, 2026 – what to expect?
Holiday&SPA Expo 2026, from February 12 to 14, will bring together representatives of national and regional tourism boards, municipal structures, industry organizations, tour operators and agencies, owners, managers of hotels and complexes, businesses in golf, wine and culinary and youth tourism, sports clubs, educational institutions, innovators in software and digital solutions, marketing and advertising, publishers, media, end customers.
For the first time, Holiday&SPA Expo will provide a B2B MATCHMAKING PLATFORM, through which exhibitors will be able to establish selective contact with visitors, present products and prepare preliminary offers to counterparties. A special international buyer program will create prospects for even more business partnerships.
In the field of the digital Universe, Holiday&SPA Expo will continue to develop the DIGITAL BOX zone. It will once again focus on digital solutions in the tourism industry. DIGITAL BOX unites marketing, branding, online advertising, software and successful online platforms, reservations and sales, event management, automation, banking and payments, optimization, vending solutions.
Golden prize for the Holiday&SPA exhibition
Holiday&SPA exhibition is a key format for the tourism and related sectors in Bulgaria, the Balkans and Eastern Europe.
The efforts made by the team to develop the brand and turn Bulgaria into an unavoidable regional factor were crowned with the “Golden Prize for Successful Partnership in the Promotion of Bulgarian Tourism”. The award was presented during the Annual Awards of Destination Bulgaria magazine.
The accompanying program
In addition to the opportunity for business development and discovery of trends in global tourism, Holiday&SPA Expo is an anticipated exhibition and because of the abundance of accompanying events.
The last edition offered over 40 formats, and for 2026 The expectations are that the program will be even more intriguing. “Culinary shows, Tourism open days, Balkan Roadtrip with Dessytravels, the “Hall of Fame” of Hristo Stoichkov and Tsari Mali Grad, meetings with marketing and tour agencies, were only a small part of the formats,” share the organizers. During all days, the doors of the Spring Auto-Retro Salon, realized by the Sofia Auto-Retro Club and Inter Expo Center, were also open to visitors of the Holiday&SPA Expo.
The latest edition of the Holiday&SPA Expo turned the format into an important factor for tourism in the Balkans and Eastern Europe. What the exhibition will offer in 2026, we are about to discover from February 12 to 14, at the Inter Expo Center.
Динамичното развитие на туризма през призмата на изложение Ваканция&СПА Експо 2025
