Thailand expands Balkan tourism links with new Sofia–Phuket flights - Get updated on what's happening in tourism!

Thailand is strengthening its tourism connections with southeastern Europe through new air services and closer cooperation with travel companies in Bulgaria and Romania. The Tourism Authority of Thailand (TAT) is supporting a seasonal direct flight between Sofia and Phuket while hosting Romanian tour operators on a familiarisation trip across the Andaman coast. Both initiatives are designed to increase visitor numbers and encourage travel beyond Thailand’s established beach destinations.

Bulgarian airline GullivAir inaugurated its Sofia–Phuket connection on 5 November 2026, with the first flight arriving in Thailand the following morning. The seasonal service operates once a week using an Airbus A330-200 with 240 seats. The airline is also planning a connection between Sofia and Bangkok, potentially providing an additional route between Bulgaria and Thailand.

Alongside the new flight, TAT is working with Romanian travel companies to develop holiday products combining Phuket with neighbouring Krabi and Phang-nga. The initiatives follow continued growth in visitor arrivals from the Balkans. Between January and October 2026, Thailand welcomed 97,655 visitors from the region, an increase of 5.42% compared with the same period last year. Bulgaria and Romania are among the markets contributing to this expansion.

New air access supports Balkan demand

The Sofia–Phuket service provides a direct connection between Bulgaria and one of Thailand’s most established international holiday destinations. Its weekly operation creates additional opportunities for package holidays and longer leisure stays, particularly for travelers seeking tropical beaches, natural attractions and cultural experiences.

The inaugural flight departed Sofia’s Vasil Levski Airport on 5 November at 16:20, with arrival in Phuket scheduled for 06:55 the following day. Representatives of TAT, GullivAir and local tourism organisations welcomed the passengers and crew at Phuket International Airport.

The new connection forms part of Thailand’s broader efforts to develop tourism demand from European markets beyond its traditional major sources. Although the Balkans account for a relatively small proportion of European arrivals, recent figures indicate continued growth.

During the first ten months of 2026, Thailand received 15,029 visitors from Bulgaria, representing an increase of 8.07% year on year. Romania generated 41,758 arrivals, up 5.40%.

Across Europe as a whole, Thailand recorded 6,266,567 visitor arrivals during the same period. The figures underline the considerable difference in market size while also highlighting the potential for further development in southeastern Europe.

Romanian operators explore the Andaman coast

A second initiative focuses on strengthening commercial relationships with Romania’s travel industry. From 2 to 10 November, TAT’s Prague office is organising a familiarisation trip in cooperation with Romanian travel company Unite for Travel and airline FlyDubai.

Under the theme The Charm of Andaman, twelve Romanian travel operators are exploring tourism products in Phuket, Krabi and Phang-nga. The programme combines visits to established attractions with experiences intended to broaden the range of holidays available to Romanian customers.

The itinerary includes the Phi Phi Islands, Similan Islands, Ao Phang-nga National Park and Phuket Old Town. Participants are also visiting the Ko Panyi community and the Distillery Phuket, gaining insights into local culture, tourism services and regional experiences.

Business meetings form an important part of the programme. Sessions at Pakasai Resort in Krabi on 4 November and OZO Phuket on 9 November each bring the Romanian delegation together with 15 Thai tourism businesses.

These meetings are intended to establish new commercial relationships and support the development of holiday packages for the Romanian market. By combining destination visits with direct supplier contacts, TAT aims to help tour operators translate their experiences into products that can be marketed and sold.

Multi-destination tourism creates local opportunities

Thailand’s strategy builds on Phuket’s international recognition while encouraging visitors to explore neighbouring provinces. Krabi and Phang-nga offer additional coastal landscapes, island excursions, outdoor activities and community-based experiences that can be incorporated into longer itineraries.

Among the experiences promoted are kayaking at Khlong Root in Krabi, community activities at Thung Yee Pheng and island-hopping excursions in Phang-nga. These products are intended to appeal to travelers interested in nature, local culture and accessible outdoor adventures alongside traditional beach holidays.

Urai Mukpradabthong, TAT Deputy Executive Director for the Europe Region, described the Balkans as an important growth market, particularly for beach tourism, nature experiences and authentic local activities.

“The Balkans are an important growth market for Thailand, particularly for travellers seeking beach holidays, nature and authentic local experiences. Our work with airline and travel trade partners focuses on improving access and converting this demand into bookings,” she said.

The combination of improved air connectivity and direct cooperation with travel companies offers opportunities for tourism businesses across the Andaman region. While Phuket remains the principal international gateway, itineraries extending into Krabi and Phang-nga can distribute visitor spending across a wider range of destinations and local operators.

For the Balkan travel trade, the initiatives provide both additional transport capacity and closer access to Thai suppliers. Their commercial impact will depend on the development of flight demand, tour operator programmes and the availability of attractive multi-destination packages in the coming seasons.

Image Credit: © TAT