Published on
January 7, 2026
Although many European cities face a problem of overtourism, some less popular destinations not only do not suffer from it but actually try to lure holidaymakers to their lands. This is the case with Varna, which is the third-largest Bulgarian city, lying on the breathtaking Black Sea coast. Indeed, it is a great value-for-money destination that provides holidaymakers with a truly unforgettable experience.
Varna: Bulgaria’s Best Value Beach Destination
Varna is often touted as the “best value beach in Europe” due to its affordability and stunning coastal views. The Black Sea resort of Sunny Beach, located nearby, is consistently ranked as one of the most affordable European holiday destinations, making Varna an attractive option for travelers looking for a balance of relaxation and exploration. For many, Varna is an affordable alternative to the more crowded and expensive beach destinations in Europe, like the Spanish coast or the Greek islands.
According to Bulgaria’s tourism board, Varna’s reputation as an affordable holiday spot is central to its promotional campaigns, emphasizing the city’s low-cost accommodations, food, and drink options. For instance, a pint in Varna may cost just £2.50, while hotel stays can start from as little as £24 per night, making it accessible for budget-conscious travelers. With the rise of affordable flights and low living costs, Varna is positioning itself as an attractive destination for both young tourists and families seeking a more affordable European vacation.
A Beach Lover’s Paradise: Golden Sands and Beyond
Varna’s most famous beach, Golden Sands, stretches over 3.5 kilometers along the Black Sea coastline. This stunning stretch of golden sand offers visitors the perfect spot for sunbathing, swimming, and enjoying the vibrant beach bars and restaurants. Golden Sands is located near the Sea Garden, Varna’s expansive and lush park, which is a major highlight of the city.
Beyond Golden Sands, Varna is home to numerous other beaches where tourists can enjoy the region’s warm Mediterranean climate. Whether you prefer a quiet day by the sea or a lively beach atmosphere, Varna has something to suit every type of traveler. The combination of pristine beaches, clear blue waters, and an inviting atmosphere makes Varna a perfect beach getaway, especially for those who want to avoid the overcrowding often found in more popular European beach destinations.
Exploring Varna’s Rich History and Culture
While Varna is known for its beaches, it is also a city rich in culture and history, offering a range of activities for history buffs and culture enthusiasts. The city boasts a wealth of historical landmarks and museums, including the Archaeological Museum, which houses a remarkable collection of ancient artifacts, and the Dormition of the Mother of God Cathedral, a stunning example of Orthodox architecture.
Another must-visit site is the Aladzha Monastery, a medieval cave monastery located just outside the city. The monastery is an incredible feat of ancient architecture, carved directly into the cliffs overlooking the Black Sea. Additionally, the Roman Thermae Varna, the remains of thermal baths built during the Roman Empire, are another fascinating attraction in the city. These baths are some of the largest and best-preserved Roman structures in Bulgaria, offering visitors a glimpse into the country’s ancient past.
For those who enjoy leisurely walks through picturesque settings, the Sea Garden offers a beautiful space to explore, with wide promenades, flower gardens, and scenic views of the coastline. Visitors can spend an entire afternoon relaxing in this expansive park, which has become one of Varna’s main attractions for both locals and tourists alike.
Varna’s Vibrant Nightlife and Local Cuisine
In addition to its daytime attractions, Varna offers a lively nightlife scene that caters to a range of tastes. The city’s beach promenade and central areas are lined with bars, clubs, and restaurants, making it an ideal place for both relaxed evenings and lively nights out. Many visitors rave about the local dining scene, with a wide variety of options ranging from fresh seafood to traditional Bulgarian dishes. The city is home to many vibrant spots where visitors can enjoy a cocktail while overlooking the Black Sea.
Varna also has a number of coffee shops and boutique cafes that add to the city’s cozy and welcoming atmosphere. Whether you’re relaxing by the beach with a cold drink or enjoying a hearty local meal, Varna provides a perfect blend of relaxation, adventure, and cultural immersion.
Varna’s Growing Popularity: An Alternative to Overcrowded Cities
While cities like Barcelona, Paris, and Venice continue to attract millions of visitors each year, their popularity often leads to overcrowding, long lines, and rising costs. Varna, on the other hand, is actively positioning itself as a quieter, more affordable alternative for travelers seeking an authentic European experience without the chaos of overtourism.
The city’s tourism board is promoting the region’s affordability, charm, and cultural heritage to encourage more international visitors. Flights to Varna from the UK start at just £24, with summer flights available from around £45, making it an easy and cost-effective destination for those seeking a quick getaway. Varna’s pro-tourism policies are designed to attract a steady flow of holidaymakers and ensure that the city remains an accessible and welcoming destination for years to come.
Why Varna Should Be on Your 2026 Travel List
If you’re looking for a European destination that offers stunning beaches, rich history, and vibrant nightlife without the crowds and high prices, Varna is an excellent choice. With affordable accommodation options, a lively cultural scene, and a relaxed atmosphere, the Bulgarian city is a hidden gem that’s waiting to be discovered. As more tourists flock to overcrowded destinations in Europe, Varna is making a strong case as one of the best value beach destinations in Europe for 2026.
