The official opening brought together institutional and industry leadership. Deputy Minister of Tourism Irena Georgieva underlined the importance of close and sustained cooperation between public authorities and the business community as a key condition for strengthening Bulgaria’s visibility and competitiveness on the global MICE map. She emphasised that effective partnership with industry stakeholders is essential for positioning Bulgaria as a credible destination for international meetings and events.
Visit Sofia, as a strategic destination partner, was actively represented from the opening session, reinforcing the city’s commitment to working closely with the sector.
The inaugural edition welcomed over 420 visitors and participants, featured 34 exhibitors, and delivered 17 sessions across two days, with the contribution of 46 speakers from Bulgaria and abroad. The strong attendance and fully booked exhibition area confirmed the clear demand for a dedicated national platform for the industry.
Responding to a long-standing industry need
Over the past decade, Bulgaria’s meetings and events sector has developed steadily, supported by improved infrastructure, new venues and growing professional capacity. Until now, however, the industry has lacked a unified national forum that connects destinations, venues, organisers, suppliers, institutions, and educators.
EEI 2026 responded to this need by creating a space for open professional dialogue, knowledge exchange and partnership-building, while also opening a forward-looking discussion on the future development of the sector in the 2027–2028 period.
Expo zone: a snapshot of the industry ecosystem
The exhibition area presented a comprehensive overview of the Bulgarian meetings and events ecosystem. Exhibitors represented hotels and destinations, congress and event centres, professional organisers and agencies, technical and AV providers, catering companies and specialised service suppliers. All exhibition spaces were 100% occupied, reflecting both market interest and confidence in the format.
Destination Sofia and Visit Sofia as strategic destination partner
Visit Sofia (Municipal Enterprise “Tourism” of Sofia Municipality) participated in EEI 2026 as strategic destination partner, a role widely recognised by industry representatives as essential for the future development of the sector.
Across the two days, speakers and panellists repeatedly highlighted the need for strong destination leadership, coordinated promotion and a single, credible interface between the city, the industry and international markets. Visit Sofia’s role was referenced as a practical example of how destination organisations can actively support industry growth beyond promotion.
A concrete expression of this role was the presentation of the first Event Organisers’ Guide for Sofia, offering structured, reliable and up-to-date information to support international planners in navigating venues, services and local partners.
A multi-format programme bridging strategy and practice
The conference programme was deliberately structured around multiple complementary formats, including keynote presentations, moderated panels, expert discussions and Industry Talks delivered directly within the exhibition zone.
The Industry Talks format, consisting of focused 20-minute presentations, enabled destinations, venues and solution providers to present concrete tools, projects and case studies, creating a strong link between conference content and the exhibition floor.
Technology as a core driver for future events
One of the most discussed topics at EEI 2026 was technology for events, explored through dedicated panels and Industry Talks. Sessions featuring Kaloyan Todorov (SEG Group), Stefan Elenkov (FEST Team), Marin Dimitrov (MP-STUDIO), Vladimir Grancharov (Elektrick.Me) and Kiril Kirov – Kiko examined how audiovisual production, immersive technologies, mapping and large-scale technical solutions are becoming integral to event storytelling and audience experience.
Artificial intelligence was addressed as a practical tool rather than a distant concept, with Alexei Lazarov presenting AI as a co-organiser and strategic ally supporting planning, delivery and optimisation. Creativity, alternative thinking and gamification were highlighted by Georgiana Mihailovici and Desislava Avdzhieva as essential for designing standout, engaging events with measurable impact.
Talent development and the future workforce
Another key pillar of the programme focused on talent development and education, widely recognised as critical for the long-term competitiveness of the sector. Sessions led by Prof. Dr Elenita Velikova, Diana Bancheva, Goran Yordanov, Violeta Milusheva and Martina Bojanska explored the creation of a new talent pipeline, starting at the secondary education level and extending through universities and professional training, supported by close cooperation between educators and employers.
The discussions confirmed a shared readiness across institutions and businesses to work together in attracting, developing and retaining talent within the meetings and events industry.
Networking and community building
Networking was a core element of EEI 2026. The first day concluded with a well-attended networking cocktail and evening programme, reinforcing informal exchange, trust-building and long-term cooperation as essential components of industry development.
A collective effort and shared success
The organisers expressed their sincere appreciation to all partners, sponsors, supporters and friends of EEI 2026, whose commitment and engagement made the first edition possible. The strong involvement of industry members confirmed that EEI is a genuinely collective initiative, built on shared ownership and common goals.
Looking ahead
EEI 2026 delivered a clear message to the international market: Bulgaria – and Sofia in particular – is ready to host international meetings, conferences and events at the highest professional level. The success of the first edition was made possible through close cooperation between the Bulgarian Convention Bureau and Visit Sofia, whose strategic destination role was repeatedly recognised by the industry as critical for future growth and international positioning.
EEI 2026 confirmed its role as a long-term national platform, uniting events, experiences, professionals and organisations, and laying the foundations for Bulgaria’s stronger positioning on the international meetings and events map.
For further information: https://expoeventindustry.com.
