Experimental variables in continuous flow hydride generation inductively coupled plasma-optical emission spectrometry (CF-HG-ICP-OES) were optimized for determination of bismuth. Concentrations of NaBH4, HCl, and NaOH, flow rates of NaBH4, sample solution, waste and carrier argon, radio frequency power, lengths of reaction, and stripping coils were optimized to obtain lower detection limits. Under optimum conditions, the detection limit was calculated as 0.16 ng mL(-1), and the calibration plot was linear between 1.0-50.0 ng mL(-1). An improvement in detection limit of 5.75 times by CF-HG-ICP-OES was reached vs. ICP-OES. Relative standard deviation (RSD) for ten replicate measurements of 10.0 ng mL(-1) Bi was calculated as 3.9%. Effect of possible interferic ions on Bi signal was evaluated. Accuracy of method was verified by using a standard reference material, SRM 1643e. Results found for Bi were in satisfactory agreement with certified values. The proposed method was then employed to determine trace concentration of Bi in milk samples. Bi amounts in samples were found in the range from lower than the quantitation limit to 14.5 ng mL(-1), whereas Bi concentrations were lower than the detection limit in three samples.