I had the privilege of moderating the closing session of the Invest in Bulgaria forum, held at the Bulgarian Embassy in London, an event organised by the Embassy in partnership with the British Bulgarian Chamber of Commerce and supported by the British Embassy in Sofia.
I would like to start by expressing my sincere gratitude to Mr Tihomir Stoytchev, the Ambassador of Bulgaria in London, for organising such an excellent event. This is not the first forum I have attended at the Bulgarian Embassy, and each time I am struck not only by the high calibre of participants, but also by the remarkable spirit and hospitality that you feel from the very first moment you enter the building and long after you leave. It creates an atmosphere in which meaningful conversations happen naturally, and yesterday’s forum was no exception. Thank you, Mr Ambassador!
Having visited Bulgaria many times over the past few years, I am convinced that the country still has significant untapped investment potential. It was inspiring to see a full day of discussions, a strong line-up of corporate sponsors, and an impressive number of participants committed to Bulgaria’s economic future. I sincerely hope this will become one of many regular platforms promoting Bulgaria’s investment climate, export capabilities and economic opportunities.
This year is especially historic for Bulgaria — entering the Schengen zone and preparing to join the Eurozone on 1 January 2026. These milestones are more than symbolic: they fundamentally strengthen Bulgaria’s integration into Europe and increase confidence among global investors.
What surprised me most — in the best possible way — was that many participants asked questions not only about financial indicators, infrastructure, or policy frameworks, but also about soft power and emotions. Investors are often associated with spreadsheets and figures, but at the end of the day they are human. Today, decisions are increasingly driven not only by data, but by narratives, confidence, trust and emotional connection. And Bulgaria has every ingredient for a compelling story: a young, educated and talented population; natural advantages; strategic geography; climate diversity; solid infrastructure; and proximity to major European markets.
About a year ago I delivered a seminar at Sofia University on the topic of Bulgaria’s investment branding. I look forward to returning — to discuss the same topic, but in a new context, shaped by fresh political dynamics, lessons from neighbouring countries, and Bulgaria’s accelerating European integration.
One point on which everyone unanimously agreed yesterday: countries need heroes. Champions of investment and success stories in the private sector should be acknowledged, celebrated and promoted. Case studies matter. They build credibility. And if Bulgaria overcomes the hesitation to highlight its private-sector champions, it will not only elevate individual companies — it will strengthen the country’s entire international positioning.
In the end, investors come for profit, and most of them represent private businesses. When a country proudly promotes its success stories, it sends a clear message: this is a place where companies grow, succeed and scale. Bulgaria has all the foundations to deliver exactly that — and I firmly believe its moment is coming.
If you have thoughts, questions or reflections about Bulgaria’s investment potential, I’d be delighted to continue the conversation here. After all, I was responsible for the closing Q&A at the forum — so please consider this the online extension of that session.
Sergey Stanovkin 