Bulgaria could net between €45 million and €70 million from hosting Eurovision 2027, according to a preliminary analysis by cross-border payment company iBanFirst. The estimate depends on how many foreign visitors arrive and how long they stay during the contest.
These figures are preliminary and iBanFirst has not disclosed the methodology behind its projections, limiting independent evaluation of their accuracy. What is clear is that past results vary considerably depending on local conditions.
Where the Money Would Go
The biggest immediate gains would concentrate in whichever Bulgarian city hosts the competition. Hotels, restaurants, transport companies, retail businesses, and entertainment venues are expected to see the most direct benefit from the influx of visitors and international delegations.
The hospitality industry stands to gain most: higher hotel occupancy, stronger restaurant turnover, increased transport demand, and greater retail activity during the event itself. The iBanFirst report lists these as the likely effects during Eurovision week.
Comparisons With Other Host Cities
Past Eurovision hosts offer a benchmark. Research by the University of Liverpool and Amion Consulting estimated that Liverpool generated around €64 million in net economic effect from hosting the contest in 2023. Malmö's 2024 edition reportedly brought roughly €39 million, while Basel's 2025 hosting generated close to €97 million.
The Liverpool figure is particularly relevant for British expats in Bulgaria. A UK city with comparable urban dynamics to major Bulgarian centres, it shows both the potential and the conditions required to deliver economic returns at that scale. Liverpool's success depended on strong public support, sufficient accommodation, and effective transport management, all factors Bulgaria must now address.
Beyond the Week Itself
The report argues that Eurovision presents Bulgaria with something harder to measure financially but potentially more valuable in the long run: international visibility. "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 analysis states.
Tourism campaigns, the report suggests, should promote not only the Black Sea coast but also urban tourism, cultural heritage, mountain destinations, and Bulgaria's growing culinary scene. The goal: position Bulgaria as a destination that attracts visitors throughout the year rather than only during summer.
Whether Bulgaria can achieve this depends largely on execution. Many Eurovision host cities have struggled to convert short-term visitor spikes into sustained tourism growth, a pattern documented across multiple European mega-events.
The Critics' View
Not everyone is convinced. Some observers argue that Eurovision economic benefits are often exaggerated because much of the financial activity is concentrated within a relatively short timeframe. The iBanFirst report acknowledges this debate but maintains that the intangible benefits of global visibility justify the investment.
What It Would Take
The final outcome, according to iBanFirst, depends on several factors beyond the contest itself: public support, infrastructure readiness, transport connectivity, accommodation capacity, and a coherent long-term tourism strategy.
This is where Bulgaria faces genuine challenges. Recent industry reports have flagged bottlenecks in the country's accommodation and transport capacity, particularly around managing large visitor influxes. Whether those constraints can be addressed before 2027 will determine whether the €45 million to €70 million projection proves accurate or optimistic.
The infrastructure question is not theoretical. Bulgaria's ability to handle tens of thousands of international visitors arriving within a concentrated period, finding beds for them, moving them around efficiently, and keeping costs reasonable will directly affect both the visitor experience and the economic return.
What This Means for British Expats
For British expats in Bulgaria, Eurovision 2027 could mean short-term disruption in the host city. Higher prices, road closures, and accommodation pressure are predictable consequences of hosting a major international event. Anyone living in the host city should expect a degree of temporary chaos.
But there is potential upside. If Bulgaria leverages the event effectively, it could lead to improved infrastructure, better transport links, and a stronger year-round tourism economy. Those are gains that would benefit long-term residents well beyond May 2027.
British tourists considering visits to Bulgaria may find enhanced travel options and tourism offerings in the wake of the contest, particularly if Bulgaria succeeds in the rebranding effort the report describes. Liverpool's experience suggests that effective event management and strategic follow-through can produce lasting benefits, not just a one-week spike.
For now, the €45 million to €70 million figure remains a preliminary estimate. Whether it materialises depends on execution, infrastructure, and whether Bulgaria can turn one week of global attention into something more lasting. The Liverpool comparison offers both encouragement and a reality check: success is possible, but it requires serious planning and investment in the fundamentals.