Bulgaria value-for-money destination under threat as the euro arrives?

A Step-by-Step Currency Shift

From August 8 to December 31, 2025, prices in shops and on services will appear in both currencies — but payments must still be made exclusively in levs. The dual display must help consumers become familiar with euro equivalents ahead of the switch. Some exceptions such as books with already-printed prices or already installed taximeters are allowed.

The official fixed exchange rate is set at €1 = 1.95583 BGN. It means for example that something costing currently 5 BGN will appear at €2.56 (rounded from €2.556459).

Following the official adoption of the euro, a more flexible phase will follow from January 1 to January 31, 2026. During that time, both levs and euros will be accepted for payments. However, retailers will give change primarily in euros. Levs will be used only if euro change is unavailable. Importantly, mixing both currencies in change will be prohibited to avoid confusion.

From February 1, 2026, the euro becomes the sole legal tender, although dual pricing will continue through the end of 2026 to maintain price transparency during the adjustment period.

Will the euro sign the death of Bulgaria as a “value-for-money” destination?

For euro-zone tourists, Bulgaria’s accession would eliminate the hassle of currency exchange. It will make prices easily comparable to other euro countries. On the economic front, it will also boost investor confidence and underline the country’s stability.

The euro introduction does not mean necessarily an abrupt surge in prices if local business plays the game. With easier price comparison across the euro area, Bulgaria might even stand out as a “value-for-money” option, provided it maintains a price gap with Western Europe.

It is however true that past euro-zone entrants offered a cautionary tale, often based on a surge in prices — especially in restaurants, accommodation, and basic services. Even modest increases could then alter the perception of affordability.

For Bulgaria, it is a crucial selling point. The destination is in fact popular among travelers from Central and Eastern Europe and low-cost Western markets. If prices rise to quickly, Bulgaria risks to lose ground to neighboring non-euro destinations like Serbia, Turkey, or Albania.

Ultimately, Bulgaria’s low-cost appeal — a pillar of its tourism sector, will request the travel sector full attention. Both the service and travel industries need to strike the balance between economic integration and affordability. And keep the appeal of the Bulgaria tourism brand.