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Bulgaria could generate between €45mn and €70mn in net economic benefits from hosting the Eurovision Song Contest in 2027, driven largely by tourism and hospitality spending, according to a preliminary analysis cited by BTA on May 22.
The estimate, produced by payments firm iBanFirst, suggests the largest gains would be concentrated in the host city through higher revenues for hotels, restaurants, transport and retail, while broader benefits would depend on how effectively Bulgaria leverages international media exposure.
Bulgaria’s public broadcaster Bulgarian National Television (BNT) will soon announce requirements for the 2027 host city, with a final decision yet to be made. Sofia, Plovdiv, Burgas and Varna have all expressed interest, though Sofia and Burgas are currently seen as the most realistic candidates due to infrastructure requirements.
The government is organising the contest following Bulgaria’s win at the 2026 edition, where singer DARA won with the song “Bangaranga”. An interministerial committee led by Deputy Prime Minister Ivo Hristov has already been formed to coordinate preparations.
The report compared Bulgaria’s potential gains with previous host cities, noting Liverpool generated around €64mn in 2023, Malmö about €39mn in 2024, and Basel close to €97mn in 2025.
Studies cited by iBanFirst suggest hospitality typically benefits most, with Mastercard data showing restaurant spending in Liverpool rising around 11% during the contest, alongside increased nightlife activity near event venues.
More than 160mn viewers watch the Eurovision Song Contest globally each year, offering a rare opportunity for countries to boost international visibility.
iBanFirst said Bulgaria’s key challenge will be converting the short-term tourism boost into longer-term gains by promoting urban tourism, cultural heritage, coastal destinations and its mountain regions.
The analysis concluded that while Eurovision’s economic impact is often concentrated in the short term, it could still provide Bulgaria with a significant opportunity to strengthen its international profile and tourism brand.
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