While some European destinations are overrun with tourists, others are actively trying to encourage holidaymakers to book an affordable getaway to their lesser-known location
A European seaside resort that offers a budget-friendly getaway with golden sand beaches and Roman baths is eager to welcome more tourists into the area.
There is a catalogue of European destinations that have no problem attracting tourists, with Amsterdam, Barcelona, Paris, and Venice among the most popular. Yet, this can put a strain on the city as it battles to manage the onslaught of foreign visitors and overcrowding at some of its major attractions and landmarks.
Many tourist hotspots have attempted to mitigate the effects of overtourism through campaigns and new restrictions. Yet, on the other hand, there are some lesser-known countries that are actively encouraging holidaymakers to visit through incentives, budget-friendly offerings, and a pro-tourism policy.
One area aiming to attract more tourists is Varna, the third-largest city in Bulgaria and situated along the Black Sea. It’s been dubbed the best value beach in Europe, and the Black Sea resort of Sunny Beach is regularly ranked as one of the most affordable European holiday destinations.
According to Holiday Extras, Bulgaria’s tourism board “actively leans into this reputation in its campaigns”, offering affordable accommodation, food and drink. Notably, a pint could set you back just £2.50, while hotel stays can start from £24 per night.
But its allure is Varna’s stretches of golden sand beaches and inviting, clear blue waters, where holidaymakers can bask in the Bulgarian heat or enjoy the lively atmosphere from the beach bars and restaurants. One of its most famous beaches nearby is Golden Sands, which stretches 3.5km and is adjacent to the Sea Garden park, another highlight in the area.
Aside from the sprawling beaches and gorgeous gardens, there’s a lot to uncover in the port city of Varna. There are streets lined with colourful architecture, speciality coffee shops, charming restaurants and ancient history to uncover.
Holidaymakers can wander around the Sea Garden, explore the Archaeological Museum, admire the Dormition of the Mother of God Cathedral or visit the Aladzha Monastery – a famous medieval cave monastery. The city is also home to the Roman Thermae Varna, thermal baths constructed at the end of the 2nd century AD, which are said to be the largest ancient building discovered in Bulgaria.
Visitors have praised the Bulgarian city. One stated on TripAdvisor, “Varna is a great place to visit.” A second shared: “There are clubs in the centre and on the beach promenade, but many places change over to Golden Sands and Varna is a little quieter in the Summer months.
“But plenty of restaurants in the city, a nice pedestrian area and the sea garden on the high coast and deeper in the Buna called bays, different sport clubs and shags, bars, restaurants and clubs. Not to forget the harbour area with some nice places to be.”
Another noted its popularity during the warmer months and said: “Varna in the summer is busy, and you cannot find a table in the best clubs without a reservation, the sea garden and all of the restaurants around are full.”
Flights to Varna from London start from as little as £24, with summer flights starting from around £45.
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