British travellers are increasingly turning to eastern Europe for authentic experiences without the crowds and high costs of traditional holiday spots. Bulgaria's capital, Sofia, stands out with its hearty cuisine, fascinating history, and remarkably affordable cultural attractions, including exceptional vineyards.
While Spain welcomes up to 18 million British visitors annually, Bulgaria saw 343,000 British travellers in 2025. Sofia, a city of just over one million people, sits 1,840ft above sea level at the northern foot of Vitosha Mountain, offering stunning mountain views, friendly locals, and beers starting at £1.50.
Cultural Riches and Historic Sites
The city boasts an endless supply of galleries, museums, and churches. The star attraction is St Alexander Nevsky Cathedral, built in the neo-Byzantine style of the 1840s, with golden onion domes and one of the largest Christian churches by volume in the world.
History enthusiasts can ride the immaculately clean metro to the Roman ruins at Serdika, which are free to explore with unlimited time. Culture lovers will enjoy Sofia City Art Gallery (£3.50), and families can visit the Museum of Illusions (£5) or a generously-sized waterpark about 20km from the city.
Modern Trends and Outdoor Adventures
Sofia is trendy, with matcha bars and festivals springing up. The A to Jazz festival, a free jazz event, hosted over 20 international artists this year. The city's location in the Sofia Valley means spectacular views are never far away. The foothills are crisscrossed with forested footpaths and charming lodges, and the 63 bus takes visitors to the popular hiking spot of Golden Bridges in 45 minutes.
Dining and Nightlife
Sofia offers a smorgasbord of good restaurants, including traditional tavernas with grandma's-style portions. Raketa Rakia Bar is a must for trying Bulgarian delicacies like tarator (a savoury yoghurt-based cucumber soup) and kebapche (spiced grilled minced meat, typically pork, served with lyutenitsa, a tangy vegetable relish). It's also a great place to try rakia, the fruit spirits or brandy indigenous to the region, with strengths averaging around 40% – but drink responsibly.
Booking in advance is essential, as spaces for walk-ins are very limited. Moma offers traditional grub with a modern twist, and Made In Blue is a local favourite for dining al fresco. For drinks, Tony's, a hidden gem next to Sofia University, serves beer, cocktails, coffee, and alcohol-free options with complimentary snacks like cured meat or beer nuts, all for £3 or £4. Jazz Bar and Sputnik have good energy and similar prices. A 2-litre beer from the supermarket costs around £1.50.
Practical Information
Ryanair and Wizz Air fly direct from London to Sofia from £41 return. Accommodation options include Art Hotel 158 (doubles from £50 per night), DOT Sofia (deluxe studios from £85 per night), and Hyatt Regency Hotel (doubles from £130 per night).
