The behavior of brown bears Ursus arctos in captivity is often stereotypic. Given that olfactory communication plays a primary role in the life of Ursidae, this study investigated the behavioral responses of brown bears to the odor of conspecific urine and its effectiveness in reducing stereotypies in captivity. The study was conducted in six zoos in Bulgaria, with eight male and eight female brown bears. The urine of an unfamiliar male bear was used as a stimulus. To assess the significance of the stimulus, the duration of a set of behaviors demonstrated by all the animals before and after the odor presentation was compared. All bears showed a keen interest both in the non-odorized boxes and those with the applied odor, demonstrating their relevance both as a novel object and a sensory stimulus. That resulted in an increase in the number of spontaneous behaviors and in the reduction of stereotypic behaviors under the influence of the stimulus during the experiment. Accordingly, the use of conspecific urine odor as an olfactory stimulus can be an important part of enrichment programs for brown bears in captivity and contribute to improving their welfare.