A total of 135 passengers, including UK Ambassador to Bulgaria Jeremy Hill, arrived in Varna on Wednesday evening with the first British Airways flight London-Varna-London.
By the end of May the company will perform two flights each week, on Wednesday and on Saturday. Starting June 5 the number of weekly flights will increase to four.
The two-way ticket costs EUR 200.
Last year, the number of foreign tourists entering Bulgaria increased by 14.4% to 4.6 million, with many of these heading to seaside resorts such as Varna.
Airlines have been quick to pick up on the demand for Bulgarian flights.