Eurovision 2027 may bring millions to Bulgaria
Bulgaria could generate a net economic revenue between EUR 45 million and EUR 70 million from hosting the Eurovision Song Contest in 2027, depending on visitor numbers and the length of their stay, according to a preliminary assessment by cross-border payment service provider iBanFirst.
The analysis says the largest share of the benefits would likely be concentrated in the host city through higher revenues for hotels, restaurants, transport services and retail, while broader gains would depend on Bulgaria’s ability to capitalize on international media attention, CE Report quotes BTA.
The analysis says tourism campaigns should promote not only the Black Sea coast, but also urban tourism, cultural heritage, mountain destinations and the country’s growing culinary scene in an effort to position Bulgaria as a year-round destination.
Studies on previous Eurovision editions show the contest can generate substantial short-term economic benefits. A study by the University of Liverpool and Amion Consulting estimated the net economic effect of the 2023 contest in Liverpool at around EUR 64 million. Estimates for Malmo in 2024 were about EUR 39 million, while Basel’s 2025 edition generated close to EUR 97 million.
According to the analysis, the hospitality sector is usually among the main beneficiaries, although critics argue Eurovision’s economic impact is often overstated because the gains are concentrated in the short term.
Still, iBanFirst says hosting the contest would offer Bulgaria a rare opportunity to improve its international image and present itself as an integrated European economy capable of organizing a major international event.
The report concludes that turning Eurovision into a long-term economic benefit would depend on public support, infrastructure and a consistent tourism strategy.
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