While many European hotspots grapple with overtourism, a lesser-known coastal city is rolling out the welcome mat for British visitors, offering a compelling mix of ancient history, golden sands, and remarkably low prices.
An Affordable Alternative on the Black Sea Coast
Forget the crowded canals of Amsterdam or the packed plazas of Barcelona. The Bulgarian port city of Varna, nestled on the shores of the Black Sea, is positioning itself as the go-to value destination for 2026. According to travel experts like Holiday Extras, Bulgaria's tourism board is actively promoting its reputation for affordability, with enticing offers on accommodation, food, and drink.
This strategy seems well-founded. A pint of beer in Varna can cost as little as £2.50, providing a stark contrast to UK pub prices. Accommodation is equally budget-friendly, with hotel stays reportedly starting from just £24 per night. The travel deals extend to getting there, with flights from London to Varna available from as little as £24, rising to around £45 during the peak summer season.
More Than Just a Cheap Pint: Beaches, History & Culture
Varna's appeal stretches far beyond its wallet-friendly bars. The city is famed for its stretches of golden sand beaches and the clear, inviting waters of the Black Sea. A major draw is the nearby Golden Sands beach, a 3.5km ribbon of sand adjacent to the sprawling Sea Garden park, a highlight in its own right filled with sculptures and walkways.
Beyond sunbathing, the city is steeped in history. Visitors can explore the Roman Thermae, thermal baths dating back to the end of the 2nd century AD, which are the largest ancient ruins discovered in Bulgaria. Culture vultures can admire the iconic Dormition of the Mother of God Cathedral, delve into the past at the Archaeological Museum, or visit the unique Aladzha Monastery, a medieval cave monastery carved into a cliff.
The city centre offers a vibrant mix of colourful architecture, specialty coffee shops, and charming restaurants, creating a lively yet relaxed atmosphere perfect for holidaymakers.
Visitor Reviews Highlight a Lively Summer Destination
Tourists who have already discovered Varna's charms have shared positive experiences online. One reviewer on TripAdvisor called it a "great place to visit," while another noted the city offers a nice balance, being "a little quieter" than some resorts but with plenty of restaurants, a pedestrian area, and a bustling harbour zone.
However, they also point out its popularity in the warmer months. One visitor advised that "Varna in the summer is busy", and securing a table at the best clubs often requires a reservation, with the Sea Garden and surrounding eateries frequently full.
As major European destinations implement restrictions to manage crowds, Varna represents a clear alternative: a seaside resort actively seeking tourism, rich in culture and natural beauty, and committed to providing outstanding value for money for British travellers seeking a new adventure in 2026.
