Aviation services
Bulgaria
Market entry
24 Aug 2026
Jetex to open a VIP terminal at Sofia Airport — entry by partnership, not purchase
Dubai-based Jetex, operator of more than 40 VIP terminals worldwide, has agreed with Sofia Airport concessionaire SOF Connect to open a VIP lounge in the western wing of Terminal 1 at Vasil Levski Sofia Airport in the fourth quarter of 2026, serving private-aviation guests and commercial CIP passengers.
Our take
A market entry without an acquisition — a reminder that in every CEE expansion a global operator weighs "build or partner" against "buy". Where a local operator already holds the licence, the location or the customer base, buying it is usually the faster route. That calculation is exactly what keeps demand for niche incumbents alive across the region.