It’s a great destination for those wishing to relax, but also do some sightseeing. Located in Bulgaria, Varna is an alternative from other European retreats – and it’s much cheaper
Attracting approximately two million tourists a year, Varna, Bulgaria, is a little-known seaside town on its way to becoming the next summer hotspot for British holidaymakers.
When planning a European summer holiday, destinations such as Spain, France, and Italy often come to mind. However, an alternative destination might become the next go-to place, as Bulgaria’s Black Sea coast has been gaining attention – and it’s surprisingly affordable. Currently it attracts a wealth of tourists from Romania, Poland, and Germany – but that could be about to change. 2025 is shaping up to be the year of travel, and many people have already started planning their summer holidays. Since most prefer to avoid long-haul flights, travelling within Europe remains a popular choice.
Varna boasts diverse architecture influenced by European, Byzantine, Arabic, Moorish, Armenian, and Egyptian styles. It is also home to one of the oldest European civilizations and the world’s oldest gold treasure. Formerly renamed Stalin, the city has been ruled by Byzantine, Russian, Ottoman, and Soviet powers.
Known for its golden sands and rich history, Varna is a city on Bulgaria’s northeastern Black Sea coast. It is often referred to as the country’s maritime capital and is Bulgaria’s third-largest city, with a population of approximately 334,000. It was also featured on The New York Times’ prestigious list of 52 places to visit in 2025, ranking 59th. TUI CEO Sebastien Ebel has even suggested that Bulgaria could soon rival popular destinations such as Mallorca and Menorca, which are popular choices for Brits.
There are direct flights to Varna from London Luton and London Gatwick airports. Once you arrive, if you’re in the mood to explore more of Bulgaria, you can reach Dobrich in just 45 minutes by car or Shumen in approximately 50 minutes.
Even better, the local gastronomy is both accessible and affordable, with meals costing around £8.50. From Bulgaria’s famous meatballs to delicious risottos and fresh salads, there’s something for everyone – and a pint of local beer is just £1.50. Compared to most European countries, Varna’s street food markets and local restaurants are budget-friendly.
For those who love nature and history, Primorski Park, also known as Sea Garden, is believed to be the largest and oldest park in Bulgaria. It offers breathtaking sea views, 19th-century fountains, and even its own planetarium, zoo, and aquarium—so you won’t run out of things to do!
Varna is also home to Bulgaria’s third-largest cathedral, the Cathedral of the Assumption of the Virgin, which held its first church service in August 1886. While the city has preserved the beauty of its historic sites, it also offers plenty of modern attractions, making it a unique destination.
Bulgaria’s famous Black Sea Coast
Bulgaria’s Black Sea coast forms the country’s eastern border, stretching 378 km from Northern Dobruja in Romania to Eastern Thrace in Turkey. It features over 230 beaches, bays, and estuaries. With crystal-clear waters, sandy beaches, and windswept cliffs, the region attracts both Bulgarian and international visitors.
There are beaches suitable for both experienced swimmers and families with young children. Visitors can also enjoy activities such as windsurfing, sea kayaking, and diving. Some of the most popular beaches include:
- Hemus Beach
- Smokinya Beach
- Sinemorets Veleka Beach
- Coral Beach
- Kara Dere Beach
- Irakli Beach
With its turquoise waters and picturesque scenery, Varna also offers the opportunity to travel between nearby resorts like Sveti Konstantin and Balchik, which are perfect for day trips.
If you’re looking for a blend of history, relaxation, adventure, shopping, and traditional gastronomy, Varna is the place to be.