There’s a secret European Riviera with £1.50 pints that rivals Mallorca

Move over Mallorca and say au revoir to the French Riviera — there’s a new stretch of shoreline that looks set to be one the hottest holiday destinations this summer. Known for golden sands, rich history and verdant forests, Bulgaria’s Black Sea Coast is fast becoming an alternative to traditional hotspots, as travellers move away from overcrowded resorts in Spain and France.

From the ‘quiet and cosy’ seaside town of Sozopol to the expansive beaches of Burgas and Rila National Park, there’s something along this 350km coast for every taste: family-friendly resorts and centuries-old villages. Best of all, it’s cheap — affordable prices make this region one of the few European destinations that won’t burn a hole in your pockets.

Visitors to Europe are looking to go off the beaten path, in search of history, culture and affordability. Bulgaria has all of this in spades. It was recently included in the New York Times’ prestigious list of 52 places to go in 2025 (ranked 50th), and TUI CEO, Sebastien Ebel, recently suggested that Bulgaria could rival Mallorca and Menorca as the holiday company’s top family destination for 2025.

Travel to the Balkan nation is becoming easier than ever, as visitors from most European Union countries will no longer be required to pass a border check. And holidaying there is accessible for most budgets: a meal at a budget restaurant costs roughly £8.50, while a three-course dinner at somewhere a little swankier will set you back about £30. A pint of local beer is £1.50.

Paul Scott, founder of travel comparison site My Budget Break, told Metro that the Black Coast’s budget-friendliness is key to its appeal. ‘When you compare it to the likes of the Canary Islands and even Turkey, you can often get more for your money for a package holiday, especially as the tourism infrastructure is already there,’ he said.

‘Customers who try it out, enjoy it and realise the value for money, so they go back.’. But where to go for your first Black Coast getaway?. Major coastal cities such as Bourgas and Sunny Beach are the most popular choices for families, but Bulgaria’s real charm is found elsewhere.

Metro‘s senior foreign reporter Gergana Krasteva grew up in Bulgaria. For the first 18 years of her life, she spent summer exploring the Black Coast, and now she’s given us its secrets. ‘One ancient legend about the Black Sea says it holds the entrance to the kingdom of the dead. Nowadays, if you follow the sound of music rolling over its shores, you will find something far livelier,’ Gergana says.

‘Sunny Beach holds the crown for the most popular resort, visited by millions of tourists from the UK, Russia, and Scandinavia every year. ‘But beyond the glitz, people wanting to experience the true spirit of the Black Sea should visit Cape Kaliakra, a secluded cove framed by cliffs. For 18 years, I spent three months every summer holidaying at Kaliakra and the nearby Rusalka beach, and trust me, the water alone is worth it.

‘The beaches of Durankulak and Krapets are secrets that Bulgarians have been holding onto for decades, sending all tourists to Sunny Beach instead.’. You heard it here first. But if you’re looking for more than lazy days on the beach, this part of the world is bursting with history.

Perhaps the brightest star is Sozopol, an ancient seaside town with winding cobbled streets and bougainvillea bursting from cottage windows. Now one of Bulgaria’s most popular resorts, Sozopol remains lesser known to international visitors, though it’s unlikely to stay that way for long. Its harbour drew ancient Greeks to the shoreline more than 2,500 years ago, making it a treasure trove for historians and archaeologists today.

Today the Apollonia arts and culture festival draws visitors each September. Burgas is a stunning city on Bulgaria’s Black Sea coast 🇧🇬🤍 #summer #travel #traveltiktok #saudades #bulgaria #balkans #bulgaria🇧🇬 #burgas #burgasbulgaria. Alongside the wide sands of Kavatsite beach and Ravadinovo Castle, Sozopol’s Archaeological Museum is one of its biggest drawcards, with hundreds of artefacts and ancient ceramics on display that were unearthed in the area.

Along the waterfront are tavernas serving up sumptuous coastal Balkan cuisine: mussels, grilled fish and saganaki (fried cheese). On Reddit and TripAdvisor, the top-rated attractions are Sozopol’s old town and its medieval churches. Travellers describe the atmosphere as ‘quiet and cosy’, compared to the busier resorts like nearby Sunny Beach.

This is a name you won’t forget. Known for raucous nightclubs and coming-of-age holidays, it also happens to be one of the most visited beaches on the Black Sea Coast. The two largest cities and main seaports on Bulgaria’s Black Sea Coast are Varna in the north, and Burgas to the south.