(Editor’s note: This opinion post contains the opinions and observations of the author, who works in Varna’s tourism industry.)
Across Southern Europe, anti-tourism demonstrations have become increasingly common. Residents in Spain, Greece and parts of Italy have taken to the streets, protesting overcrowding, rising housing cost and the pressure mass tourism puts on local
infrastructure.
The Bulgarian Black Sea city of Varna offers a striking contrast.
Rather than struggling with over tourism, Varna continues to welcome international visitors with open arms while maintaining an authentic local atmosphere.
Unlike Spain and Italy, officials in Varna and Bulgarian as a whole are actually developing formal programs and policies to increase tourism … and they’re working. Last year, 284,703 visitors from Germany registered in the city and its surrounding resorts, a 29-percent increase over the previous year, according to Novinite.com. Tourists from Germany, Israel, Turkey and Denmark represent the largest growth in tourism though tourists from neighboring Romania are still the largest block of visitors.
Bulgaria as a whole draws about 16 million tourists compared to France with about 100 million, according to the Organisation for Economic Co-operation and Development.
Affordable fun
Americans, however, have yet to discover Varna.
For American travelers searching for an affordable, safe and culturally rich Europea beach destination, Varna represents one of the continent’s best-kept secrets, not to mentions a serious bargain. Known as Bulgaria’s Summer Capital for more than a century, the city combines sandy beaches, a lively cultural scene, excellent restaurants, wellness tourism, historic landmarks and modern infrastructure.
Hotel prices are at least 40 percent lower than over-touristed cities such as Barcelona, Amsterdam and Paris. High Season (June – August), room rates are from $140 to $250 per night depending on how luxurious you want to go. Low Season (November – March) room rates average $40 to $60 per night
Unlike destinations where tourists often feel like intruders, visitors in Varna become part of everyday life. English is widely spoken in tourist areas, digital payments are accepted almost everywhere, accommodation is available for every budget and locals are generally friendly and welcoming.
The city is surrounded by beautiful parks, including the famous Sea Garden, one of the largest landscaped coastal parks in the Balkans. Stretching along the Black Sea coastline, it connects beaches, restaurants, cafés, museums, playgrounds, concert venues, and walking paths.
Varna’s Black Sea coastline offers everything from lively beach clubs to quiet family-friendly areas.
Area resorts such as Golden Sands and Sts. Constantine and Helena provide additional choices, ranging from nightlife to luxury spa experiences based on the region’s natural mineral springs. Varna tourist officials work hard to have attractions that cross the generations. Family oriented tourism includes Varna’s amusement parks, ice cream shops and outdoor attractions. There are beach bars, music festivals, yacht parties, and international DJs and EDM festivals throughout the summer season for Millenials and Gen Z. Older visitors often choose wellness holidays to the area’s thermal mineral waters and rehabilitation centers.
Culture is another reason to visit. The city hosts internationally recognized theatre, opera, jazz, ballet, and classical music festivals, transforming summer evenings into celebrations of the arts. Museums preserve the history of ancient Thracian, Greek, Roman, Byzantine, and Bulgarian civilizations, including the world-famous Varna Gold Treasure—the oldest processed gold ever discovered.
Food lovers can experience traditional Bulgarian cuisine alongside Mediterranean, Italian, Turkish, Greek, and international restaurants. Fresh seafood from the Black Sea, local wines, artisan desserts, and street food all create memorable culinary experiences.
One of Varna’s greatest strengths is value. Compared with many Mediterranean destinations, visitors often receive nicer accommodations, less expensive dining entertainment and transportation at significantly lower prices while enjoying the same European standards.
For Americans planning a European vacation beyond the usual destinations, Varna offers a refreshing alternative … a huge range of activities and genuine hospitality in one compact destination.In a Europe where some cities debate how many visitors are too many, Varna continues to send a different message: tourists aren’t just tolerated, they are genuinely welcome. Here, travelers don’t just visit; hey feel at home.
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Read more about Bulgaria here in Dispatches archives.
See more from Kalina here.
Kalina Varbanova freelance journalist based in Varna, Bulgaria. Kalina’s interests include culture, tourism, archeology and politics. She's been a Dispatches contributor since 2017, and has written some of our best-read posts.
