Majorca’s golden sands, striking blue seas, and ample sunshine have long made it a firm favourite among British holidaymakers, who also enjoy trips to its Balearic neighbours Menorca and Ibiza. But these classic destinations are now facing competition.
Amid rising travel costs and heightened anti-tourism sentiment – shown by protests in Spanish areas popular with tourists last summer – travellers from the UK are exploring new horizons. Bulgaria has stepped into the spotlight for the modern globetrotter.
Its inviting combination of affordable expenses, picturesque landscapes, and less-known beach resorts on the Black Sea coast is turning heads. Social media platforms like TikTok are buzzing with posts depicting the country’s sunny coastal hamlets, quaint seaside taverns, and delightful gardens.
One particular TikTok user, @shanpagnestyle, posted a spellbinding glimpse into Bulgarian bliss that has racked up over 89,000 views. The video showcased beautiful beaches and stone-paved lanes that could rival those in Greece, Spain, or Italy, was captioned: “This is Bulgaria, I have to be honest, Bulgaria completely took me by surprise.”
They said: “This stunning country in the Balkans is a total gem, with a pretty coastline along the Black Sea, lots of mountains and greenery, and so much history.”
And it’s not just individual adventurers taking note. Even The New York Times recommends Bulgaria as a top travel destination for 2025, partly thanks to its likely adoption of the Euro within the year, reports the Manchester Evening News.
Bulgaria, which is described as an “overlooked country”, is becoming “easier than ever” to travel to. The country offers a diverse range of experiences, from the vibrant capital city to the serene Rila National Park and the inviting Black Sea beach resorts.
TUI CEO Sebastien Ebel predicts that Bulgaria could give popular destinations like Majorca and Menorca a run for their money this summer. Speaking to the Balearic tourism ministry, he highlighted the financial strain families face when planning holidays to the Spanish islands.
He suggested that families might turn to more affordable alternatives like Bulgaria, which he considers a “serious alternative” for the 2025 season. Bourgas, known as the ‘gateway to the Black Sea’, boasts a long stretch of golden sand.
Further up the coast lies Sunny Beach, a resort renowned for water-sports and family-friendly hotels along the coastline. Nearby, the historic town of Nessebar offers a charming old town complete with Byzantine-era ruins and cobbled streets.
In addition to its breathtaking beaches, Bulgaria’s affordable prices are another significant attraction for tourists. As per the data from Numbeo, a budget-friendly meal out is approximately £8.50; while a mid-range, three-course meal for two is about £30.
A pint will set you back a mere (and refreshing) £1.50. Seasonal flights are available from Bristol Airport to Bourgas via TUI and Jet2.