While tourists are arguing where it is cheaper to vacation in the summer – in Turkey, Sochi or Montenegro, Bulgaria has become an unexpected favorite of the season.
Moreover, the attention of travelers was attracted not only by the beaches of the Black Sea, but also by a rare combination of three things at once: the warm sea, mountain landscapes and the real “strawberry” season.
In 2026, tourists are increasingly choosing small Bulgarian resorts instead of crowded popular destinations. Sozopol, Balchik and the southern coast near the Stara Planina mountains are especially actively discussed. Here you can drink coffee with a view of the sea in the morning, go to cool mountain villages in the afternoon, and in the evening buy fresh strawberries at the market for literally pennies.
Why exactly did Bulgaria suddenly fire?
The main reason is prices. Against the backdrop of rising prices in Europe, Bulgaria remains one of the most affordable sea destinations in 2026.
According to European travel reviews, in summer you can still find apartments by the sea here from 35–50 euros per night, and a full dinner in a cafe is often cheaper than in popular Mediterranean resorts.
But tourists were surprised not only by the prices. Many travelers admit that Bulgaria now gives that same feeling of “an old calm holiday”, which has become less common in noisy resorts, writes flugblatt-magazin.de.
There are no endless queues on the beach, huge crowds and congested embankments. Instead, there are small coves, family cafes, fruit markets and a slow pace of life.
Strawberries became a separate reason for the trip
On social networks, tourists suddenly began posting photographs of local strawberries en masse – large, sweet and very cheap by European standards.
In the summer of 2026, in Bulgarian markets, a kilogram of fresh strawberries in some regions sells for 2 to 4 euros per season. Markets near Varna and small coastal villages are especially popular.
Travelers say that they go there “for the sea and vitamins at the same time.”
Tourists combine beach holidays with trips to mountain villages, wineries and natural parks. Particularly often in blogs for 2026 are routes through the Balkans and the Rhodope Mountains region.
We wrote earlier where the water has already warmed up, which resembles fresh milk.
