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Telegraph
08-07-2025
- Telegraph
Why now's the time to visit Bulgaria – Europe's most underrated destination
Bulgaria boasts vast areas of unspoilt mountain scenery, fabulous cultural sites, vibrant cities, plus a huge stretch of breathtakingly beautiful Black Sea coastline. It has delicious food, which reflects its position on the crossroads between east and west, a rich history, and is extremely easy to reach from the UK. What's more, it remains one of the most budget-friendly places you can travel to in Europe, whether you're after a low-cost skiing holiday, wallet-friendly sun and sea, or a genuinely affordable family adventure. Yet Bulgaria remains one of the least-visited countries in Europe. Those who do visit tend to concentrate on a small number of places on the Black Sea coast – Sunny Beach is one – or Sofia, and a few well-known sites around the country. But, perhaps, this is set to change. In 2024, Bulgaria received more overseas visitors than ever before, skyrocketing to 10.7 million in the first nine months of the year – and that number is expected to increase again in 2025, with both Ryanair and Wizz Air upping their number of flights and routes to the country. If that sounds like a lot, some context: tiny Croatia saw over 21 million tourist arrivals in 2024 – and in Italy, figures reached 65 million. There's never been a better time to visit this hugely-underrated and breathtakingly beautiful country. Where to go Cities Sofia, Bulgaria's vibrant capital, has spectacular architecture, stacks of history, many of the country's best museums, and a wide range of accommodation, from hostels to high-end, plus a wonderful choice of restaurants, where you can taste Bulgaria's delicious cuisine at its best. Must-see sites include the fourth-century Rotunda Church of St George, the huge St Alexander Nevsky Cathedral, and the National Assembly. Visit the National History Museum (the largest museum in Bulgaria), the National Gallery, the National Museum of Earth and Man and the more quirky Red Flat (a deep-dive into everyday life in Bulgaria under Communism). For street art, head to the KvARTal district, located in the city's former Jewish quarter. Sofia also has some great festivals, including the multi-genre Sofia Live in June, A to JazZ in July, and Lunar, a spectacular light show in May. Discover the Bulgarian capital like a local by joining a Free Sofia Tour. English language tours depart from the Palace of Justice several times a day, in the company of a professional local guide, lasting two hours and operating on a pay-what-you-want basis. With a population similar to Dublin, Sofia still feels considerably more off-the-radar than Budapest or Prague. Just over 90 miles southeast of Sofia, hilly Plovdiv is one of the oldest towns in Europe, with some 8,000 years of history and a wonderfully atmospheric old town, full of cobbled streets, Byzantine and Ottoman features, as well as elegant 19th-century mansions. Not without good reason, Plovdiv was European Capital of Culture in 2019 – the first Bulgarian city to be awarded this accolade. Visit the ancient Roman theatre of Philippopolis – one of the best preserved Roman theatres in the world – plus the Regional Ethnographic Museum and the Kapana Creative District. See the best sites on a two-hour Free Plovdiv Tour. How to do it Sofia's Art Hotel 158 (00359 88 343 4158) has doubles from £76, room only. The new Nobu Hotel Sofia is set to open its doors by the end of 2025. The Skyler Guesthouse in Plovdiv (00359 878 802 220) is housed in a renovated former bank, and has tastefully decorated rooms and apartments, from £35. The coast If you're not here for the culture or the mountains, chances are you're here for Bulgaria's 220 miles of irresistible Black Sea coastline, with its long succession of sandy beaches, 23 of them Blue Flag-certified. The party hotspot is Sunny Beach, which has grown into Bulgaria's biggest resort. However, look beyond this and you can still find quieter spots – Bolata Beach, midway between Varna and the Romanian border, is set within a nature reserve and occupies a sheltered bay between reddish cliffs. Dune-backed Krapec is another beach in the north that remains largely undeveloped – just sand and sea, a campsite and a beach bar, shy of the Romanian border. Closer to Varna, Albena is a popular resort where the crowds are more manageable than Sunny Beach. The Bulgarian coast isn't just about resorts – though it certainly has its fair share – and there's more to it than sea and sand. Visit the fishing port of Sozopol, with its 19th-century wooden houses, and Nessebar, which is set on a small peninsula, with a pretty town and several Byzantine churches. How to do it Jet2holidays (0333 014 0236) offers seven nights, all inclusive, at the Melia Sunny Beach from £722 per person. In Sozopol, the boutique Blu Bay Hotel (00359 55 045 000) has stylish doubles with balconies from £118, B&B. In Nessebar, the small Hotel St John (00359 55 422 737) has good-value rooms in the heart of the old town, overlooking the Church of St John the Baptist and the Roman baths, with doubles from £74, half board. Krapec Beach Campsite (00359 886 464 664) has bungalows from £21 per night for two people. Mountains Wild, rugged and remote, Bulgaria's spectacular mountains are as much a defining feature of the country as its coast, and make it one of Europe's most underrated hiking destinations. The nation has three national parks, all of them set in the mountains (Rila, Pirin, Central Balkan), 11 nature parks and over 50 other protected areas, plus enough well-marked hiking trails to keep you busy for months. The highest peaks are in the Rila and Pirin mountains, in the southwest – Musala in the former is the highest mountain in the Balkans at 2,925m, while Vihren in the latter tops out at 2,914m. Bulgaria's top ski resort, Bansko, also lies in the Pirin mountains – resorts here cater particularly well for beginners and intermediate skiers. The Rhodope Mountains, running along the border with Greece, are lower and less alpine in profile, but are equally rugged and beautiful, and their biodiversity is extraordinary. All these areas are fantastic for hiking, and are home to a spectacular amount of wildlife. There's no shortage of cultural sites in the mountains of Bulgaria, including the Unesco-listed Rila Monastery, Asen's Fortress and Perperikon, an ancient Thracian city. How to do it Responsible Travel (01273 823 700) offers an 11-day Bulgaria Mountains and Monasteries tour from £1,535 per person, excluding flights, which takes in the Rhodrope mountains and Central Balkan National Park, along with the Rila and Bachkovo monasteries, Plovdiv, Veliko Tarnovo and other historic sites. The Natural Adventure (020 3962 1455) offers an eight-day Walking and Spa Adventure, combining easy walks in the Rhodope mountains with Bulgaria's spa capital Devin, from £840, B&B, excluding flights. How to get there Flight times from the UK to Bulgaria average less than 3.5 hours. Airlines flying direct to Bulgaria from the UK include British Airways, easyJet, Jet2, Ryanair and Wizz Air. The main international airports are Sofia, Burgas, Plovdid and Varna. Sofia's Vasil Levski Airport lies around 10km east of the city, with a direct metro linking the two (metro line 4 (yellow) runs into the city centre in under 20 minutes). When to go Bulgaria is a year-round destination – come in spring, summer or autumn for standout beaches, cultural sites, stunning hikes and city breaks, and winter for skiing. July and August are the busiest months, particularly on the coast, so for quieter beaches and lower hotel prices come in May, June, September or October. The main hiking season runs from mid-June to the end of September. For skiing and snowboarding, you'll find the best snow conditions in January and February. How much does it cost Bulgaria remains a fantastic option for budget-friendly holidays. A local beer shouldn't set you back more than £2.50, a main course in a highly-rated restaurant in Sofia should come in below £10, and even in the summer you can find a double room in a mid-range hotel on the coast for well under £40 per night. In winter, a one-day pass at a ski resort can cost as little as £22. It's also possible to spend more, if you want – there are luxury hotels in Sofia, on the coast and in ski resorts – but even these will still be cheaper than equivalents in many other parts of Europe. For example, staying in a Kempinski five-star resort in Bansko during the summer can cost you under £175 per night. Know before you go British citizens can enter Bulgaria without a visa for up to 90 days within any 180 day period, providing they hold a valid passport with an expiry date at least three months beyond their departure date. The currency in Bulgaria is the lev (BGN), although the country is set to adopt the euro in 2026. The best holidays in Bulgaria Best for hiking Hikers are spoilt for choice in Bulgaria, from easy half-day walks in the lowlands to multi-day epics across some of the most breathtaking scenery in Europe. Responsible Travel (01273 823 700) offers an eight-day guided Bulgaria Trekking Holiday, which takes in peaks in the Rila and Pirin mountains, from £742 per person, half board, excluding flights. Best for rural Bulgaria Much of Bulgaria's predominantly rural landscape goes largely unseen. Experienced local tour operator Traventuria (00359 2 493 0191) offers an eight-day guided tour through unspoilt villages, mountains and monasteries from £933 per person, half board,with overnights in rural homestays, excluding flights. Best for a beach holiday The closure of longstanding tour operator Balkan Holidays in 2025 took one of the major players for Bulgarian package holidays out of the equation, but there are still plenty of alternatives when it comes to booking a holiday on Bulgaria's Black Sea coast. Tui (0203 451 2688) offers seven nights at Sunny Beach from £571 per person, half board, including flights from London Stansted. Best for wildlife Bulgaria is excellent for wildlife watching, from brown bears to raptors and wading birds, and is one of Europe's butterfly hotspots with over 200 species having been recorded. Naturetrek (01962 733051) offers an eight-day all-inclusive Bulgaria in Summer wildlife watching tour in Pirin National Park, from £1,795 per person, including flights.
Hospitality Net
02-06-2025
- Business
- Hospitality Net
Hyatt's Inclusive Collection Continues Expansion in Bulgaria with the Opening of AluaSoul Sunny Beach
Located in one of Eastern Europe's most popular seaside destinations—the 397-room adults-only hotel offers a vibrant all-inclusive experience on Bulgaria's Black Sea coast. Hyatt Hotels Corporation (NYSE: H) announced today the opening of AluaSoul Sunny Beach, part of Hyatt's Inclusive Collection, in the heart of Sunny Beach, Bulgaria. The opening marks the continued expansion of the Alua Hotels & Resorts brand, strengthening Hyatt's commitment to offering a seamless all-inclusive travel experiences that suit every traveler. The opening of AluaSoul Sunny Beach complements the existing Inclusive Collection brand portfolio in Bulgaria, joining Secrets Sunny Beach, Dreams Sunny Beach, Alua Helios Bay and AluaSun Helios Bay, which opened in 2023. "The opening of AluaSoul Sunny Beach reflects our commitment to offering exceptional value and memorable moments for guests and World of Hyatt members," said Manuel Melenchon, Managing Director, South, for Hyatt in EAME. "As travelers continue to seek all-inclusive stays in Europe, we're dedicated to creating seamless experiences that allow guests and World of Hyatt members to relax in comfort while also connecting with local culture, exploring the destination, and enjoying stays that consistently exceed expectations." "We're excited to celebrate the opening of our newest Alua Hotels & Resorts property," said Ana Tomicevic, Global Brand Leader, Inclusive Collection, Hyatt. "Alua properties are designed for today's traveler—those seeking a modern, minimalistic stay with authentic local touches. The brand resonates with guests who value exploring their destination as much as relaxing at the resort. Sunny Beach, with its unique backdrop and vibrant energy, is the perfect setting for this next chapter." Juxtaposed between the lively Flower Street and the Sunny Beach Promenade, the adults-only AluaSoul Sunny Beach offers direct access to the famed Boulevard studded with local shops and a vibrant nightlife, offering a contemporary all-inclusive experience with a fresh, modern feel in the heart of this bustling beach town. Whether guests want to explore, relax, or a balanced blend of both, the hotel is thoughtfully designed to match every travel style—offering easy access to Blue Flag beaches, vibrant nightlife, and the rich culture and cobbled, picturesque streets of the UNESCO-listed Nessebar. "We're thrilled to welcome guests and World of Hyatt members to the new AluaSoul Sunny Beach. With a prime location in one of the most popular seaside destinations in Eastern Europe, the hotel boasts a truly elevated experience, combining a modern design with unforgettable entertainment and amenities along with the convenience of easy access to all that Sunny Beach has to offer," said Daniel Bielsa Gibaja, general manager of AluaSoul Sunny Beach. "Whether looking to relax and unwind, or make the most of the local nightlife, the hotel has something for everyone." Tranquil Guestrooms AluaSoul Sunny Beach's 397 guest rooms combine modern interior design with all the facilities needed for a relaxing stay, with many touting stunning views of the Black Sea. The hotel's neutral color-scheme with a touch of vibrant hues, are inspired by the local culture and the surrounding natural beauty. Amenities include complimentary Wi-Fi, air conditioning and walk-in rainfall showers. Culinary Offerings From fresh local ingredients to international favorites, the hotel's six restaurants and bars offer something for every palate. Mare Nubium features hyper-local cuisine in an elegant à la carte setting, while Terra serves a wide range of local and international dishes buffet-style—perfect for a casual, quick bite. The Spot adds nightlife to the mix with live entertainment in a high-energy setting. Guests can also enjoy healthy snacks at Kentia's terrace, handcrafted cocktails at the poolside Agua bar, and bold Asian fusion flavors at Jojo. The all-inclusive offer includes three meals daily along with a late continental breakfast, snacks throughout the day, and a selection of alcoholic and non-alcoholic beverages. Engaging Amenities The property boasts two outdoor swimming pools - one for relaxation in the sun, and the other for activities. Guests seeking adventure can make use of the hotel's active offerings, which include water sports like windsurfing, jet skiing, parasailing, kayaking, boat rides and snorkeling. For guests placing an emphasis on wellbeing, the hotel's 24-hour fitness center touts floor to ceiling windows and is fully equipped with professional machines and free weights. Guests can also unwind in the hotel's modern spa, with the choice of a hot tub, sauna, steam room and sensation showers, or partake in a relaxing massage or rejuvenating facial or body treatment to further complement the hotel's wellbeing offerings. My Favorite Club AluaSoul Sunny Beach offers My Favorite Club, designed to provide guests with added comfort and convenience through exclusive benefits, upgraded accommodations, and amenities. These include early check-in and late check-out, access to a reserved area in the Terra restaurant, private hotel areas, and premium accommodation options. My Favorite Club suites, such as the Double Superior Frontal Sea View, are situated in prime locations within the hotel, offering panoramic views of the Black Sea. These rooms come with additional amenities, including a larger TV, a wider selection of toiletries, and a bottle of red wine, and more. Meetings and Events Flexible meeting space at AluaSoul Sunny Beach includes Sophia Hall, a 65 m² room which can accommodate up to 60 guests for meetings, presentations, training sessions or informal networking events, surrounded by the stunning Black Sea. To learn more about the rewarding ways members can enjoy all-inclusive experiences through World of Hyatt, visit Hyatt's Inclusive Collection. To learn more about AluaSoul Sunny Beach and save an additional 15% with the opening offer for stays through June 19, 2025, visit the resort's website. The term "Hyatt" is used in this release for convenience to refer to Hyatt Hotels Corporation and/or one or more of its affiliates. Hotel website
The Sun
25-05-2025
- The Sun
Why Brits should swap Spanish holidays for five destinations in stunning European country – with cheap pints & flights
FANCY Spain, but for half the price - and half the crowds? One European country has exploded in popularity as a travel destination over the last three years, thanks to its stunning coastline and affordable hotels - with Jet2 offering deals from £24pp per night. 10 The Sun's Pavlena Todorova is a born-and-bred Bulgarian, originally from Plovdiv, who's been living in London for the last nine years, and she says that she's baffled at the prices some Brits will pay for trips to Western Europe. While all her friends fly out to Spain for a holiday, she always goes home to Bulgaria in the summer to spend time with her family. She said: "Sometimes I get flights for £15 on Ryanair or Wizz Air from Luton or Stansted to Plovdiv airport off season. It's so cheap. "I have been visiting beaches and resort towns across Bulgaria since I was a kid, and they are some of the most stunning spots in Europe. "Brits are great at finding interesting, affordable places to holiday, so I find it really surprising that more Brits haven't cottoned on to the great resorts and cheaper deals in Bulgaria." Pavlena grew up close to one of the best-known beaches in Bulgaria, Sunny Beach. However, the resort is now really busy in the summer months, and she says there are even better beach spots tourists can visit when they're holidaying in her home country. Pavlena told The Sun: "All the tourists flock to Sunny Beach because it's the most famous, but there are a lot of other small towns across the coastline that are cheaper and have nicer beaches. "In fact, many of the Bulgarian resorts are exactly like the Spanish equivalents. "Varna is just like Barcelona with a lot of history, great restaurants and a beach. "This area has some very nice all-inclusive resorts too. If it's a cheap beach holiday you're after, go to Sunny Beach, which is like Benidorm - but I think it's much nicer! "It's great for families and has a busy bar and club scene in some areas." Trade Sunny Beach in Bulgaria for a little-known spot praised by locals 10 10 It's not just the hotels and flights that are more affordable - bars and restaurants are equally easy on the wallet, according to Pavlena. She said: "It's so much cheaper to eat and drink in Bulgaria compared to other places in Europe. "In Sozopol, which has a really similar vibe to Malaga, beers are just £3 and you can have a family meal for less than £30. Plus, hotels are much cheaper." Families can get great deals on Bulgarian breaks with companies like Jet2, with package prices starting at £1,300 for two weeks - including during the school holidays. That works out at £24-per-person per night. It pays to work out what area's best for you, Pavlena says, explaining: "With kids, I would go to Sveti Vlas, as it's close to Sunny Beach but not quite as crowded. "It's very relaxed and friendly here. The water is calm and there are a lot of activities and attractions for families." There are quieter, more serene places too. For couples who want a spot to get away from it all, Pavlena recommends Veleka Beach in Sinemorets. She adds: "This is a natural beach that my family like to visit. "It's not commercial like the bigger resort areas and it's one of the most beautiful spots I've ever seen." So where do Brits start when planning a bargain break in Bulgaria? We look at the best Spanish swaps to save money this summer... If you like Benidorm, go to Sunny Beach 10 Wander along the sunny strip, lined with beach bars, all blaring party tracks and offering 2-4-1 deals on cocktails, and you could be forgiven for thinking you were back in Benidorm. Sunny Beach has a party atmosphere, which spills out onto the golden sand and makes a great base for a group holiday or lively family trip. As well as the picturesque beach, there is also a huge Aquapark which is ideal for families and a full range of fun water sports, including Jet Ski, Banana Boats and water skiing. If you like Marbella, go to Lozenets 10 Marbella is undoubtedly the boujee side of Spain, with swanky tapas bars beside million-euro yachts and exclusive beach clubs. Lozenets has a similar vibe. Slightly more expensive than other beach areas in Bulgaria, but this seasonal beach town is a little slicker than its sister resorts along the coast. The seafront here has less sticky beach bars and more stylish restaurants, like Bistroto and Olive Tree. Ideal for couples or a weekend away with the girls. If you like Barcelona, go to Varna 10 Burgas and Varna are on the Black Sea Coast and Varna, in particular, is an atmospheric city with beautiful, cobbled streets and lots of history weaved into its culture and architecture. The Roman Thermae in Varna are some of the largest Roman remains in Bulgaria. Streets date back to the 2nd Century AD and with medieval buildings and alleyways weaving around the whole city. Much like Barcelona and Valencia, Varna also has a fantastic beach with soft golden sand and azure-blue water, making it a perfect city by the sea. If you like Malaga, go to Sozopol 10 Sozopol is one of Bulgaria's oldest towns. The Instagram-tastic Old Town is on the peninsula, surrounded by water and it's a chilled out hideaway with cute coffee shops, independent stores and private homes. It's a tale of two cities, as Sozopol's new town is a party mecca, popular with hen and stag dos, taking advantage of the lively bars and clubs and cheap-as-chips beer. If you like Tarragona, go to Plovdiv 10 Roman ruins, beautiful buildings, ancient history and a lively atmosphere, Plovdiv is giving cultural Tarragona - and even Italian cities like Rome and Florence - a run for its money. This is a perfect mini break for couples, with winding cobblestone streets and romantic candlelit cafes.
