The aim of this work is to examine the influence the European Union exerts on a new member state such as Bulgaria. The research was provoked by the social and media attention the topic received in the country during the last couple of years. The main focus is on the tourism industry in particular. In order to reveal the extent to which the new competitive European environment guides the development of the tourism product in the country an in-depth analysis of both supply and demand sides was carried out. Statistical data, interviews with tourism stakeholders as well as research of the national strategies and reports provide the necessary information for comparison between pre- and post-accession European Union period. The examples of successful projects directly or indirectly related to the tourism industry serve as a sound evidence that without the support of the European Union the potential of the new member countries could remain unrevealed due to lack of funds or know-how.