While many European capitals buckle under the weight of overtourism, a lesser-known coastal gem is rolling out the red carpet for British visitors seeking value without the crowds.
An Affordable Seaside Escape Awaits
The city in question is Varna, Bulgaria's third-largest city and a major port on the Black Sea coast. Unlike destinations imposing tourist taxes and restrictions, Bulgaria's tourism board is proactively marketing the country's reputation for exceptional value.
This strategy is built on a compelling offer: pints of beer can cost as little as £2.50, while hotel rooms are available from just £24 per night. The affordability extends to travel, with flights from London to Varna starting from a remarkable £24, though summer prices typically rise to around £45.
Golden Sands and Ancient History
Beyond the wallet-friendly prices, Varna's primary allure is its natural beauty and deep history. The city boasts expansive golden sand beaches lapped by clear blue waters, perfect for sunbathing or enjoying the lively promenade lined with bars and restaurants.
Nearby, the famous Golden Sands beach stretches for 3.5km, adjacent to the lush Sea Garden park. This botanical haven is a major highlight, offering shaded walks and sea views.
The city itself is a tapestry of colourful architecture, cosy coffee shops, and charming eateries. History buffs will be enthralled by landmarks like the Roman Thermae, vast thermal baths dating from the end of the 2nd century AD, which are the largest ancient ruins discovered in Bulgaria.
What to See and Do in Varna
Visitors can easily fill an itinerary with Varna's diverse attractions. Key sites include:
- The Archaeological Museum, home to the world's oldest gold treasure.
- The Dormition of the Mother of God Cathedral, an iconic Orthodox church.
- The Aladzha Monastery, a fascinating medieval cave complex carved into a cliff.
- Exploring the vibrant harbour area and pedestrianised city centre.
Visitor Impressions and Summer Buzz
Tourists who have visited Varna often praise its blend of relaxation and culture. Reviews on platforms like TripAdvisor note it as a "great place to visit," with a lively but manageable atmosphere.
One traveller highlighted that while the nearby resort of Sunny Beach attracts the party crowd, Varna itself offers a slightly quieter summer experience, though its best restaurants and clubs are still bustling and may require reservations.
Another praised the city's diverse offerings, from the serene Sea Garden to the buzzing harbour spots, ensuring there's something for every type of holidaymaker.
With its compelling mix of low costs, beautiful beaches, and rich cultural heritage, Varna presents a strong case for British travellers looking for an affordable and engaging European escape in 2026.
