This Unheard-Of European Beach Paradise Is Shattering Tourism Records

Forget Amalfi and its picture-perfect cliffside towns, the French Riviera and its exclusive beach clubs, or island-hopping in Greece: a new European summer hotspot is emerging, and this time, we truly did not see it coming.

Though we called it a couple of years back, when we claimed here at Travel Off Path that the Black Sea is the new Mediterranean, we didn’t expect it to surge in popularity this quickly:

Primorsko, a previously unheard-of beach destination in Bulgaria, is now breaking every record in sight, not only being nicknamed the Eastern European Copacabana, but driving tourism growth in the region:

Welcome To The Bulgarian Copacabana

According to numerous tour operators offering package holidays to Bulgaria, there has been an ‘unmprecedented number’ of inquiries from international visitors to go to Primorsko, a laid-back resort town straddling the shores of the Black Sea.

Last year, Primorsko registered a record 30% increase in tourist numbers, as reported by local media, whereas this year, it continued to gain momentum even throughout winter and spring, logging in 4.5 million overnight stays between January and April, at a 6.4% increase.

So how exactly does the Bulgarian Copacabana compare to the actual Copacabana, or all those trendy, far-more popular European beach getaways? First things first, as you should know by now, the Black Sea is anything but black.

I mean, we’re talking that turquoise waterline and dreamy white-sand strips.

Some Of The Cleanest Beaches In Europe

If you’re wondering why people are flying all the way to Primorsko for their summer vacation, this might give you more of an indication:

Tourists are primarily drawn to Primorsko’s excellent beach amenities and water quality, ranked as the cleanest in Bulgaria—Bulgaria itself has the second-cleanest waters in the European Union after Cyprus—and its relaxed atmosphere.

It’s also beaches for days, with long stretches like North Beach and South Beach offering shallow, warm seas, as well as quieter coves for beating the local crowds, and prices are definitely on the cheaper end of the range.

Bulgaria as a whole is a pretty affordable destination, but compared to Sunny Beach or Sveti Vlas, two of the priciest resort towns on the Black Sea, Primorsko truly feels like a steal of a deal: meals average only $8–9, and the general overnight rate is a budget-friendly $28–45.

At the Family Hotel California, right in the heart of Primorsko’s main beach zone, a double room with terrace views will set you back $47 as a traveling couple, or a nearly-negligibel $23.50 each.

Ancient Ruins & Peaceful Beaches

For the nature enthusiasts, the landmark Ropotamo Nature Reserve is a short half-hour drive away. A massive park, it has river cruises, sand dunes, picturesque lily-dotted lagoons, and bird sanctuaries.

Forget Stonehegen! If Europe’s main appeal to you is culture, the lesser-known Beglik Tash, a megalithic Thracian site tucked away in a forest nearby, barely has any visitors.

This is no Sunny Beach, after all, so don’t expect as equally big a chocie of nightclubs and beach venues, but the main street does have a decent-enough selection of bars, seafood restaurants, and Bulgarian taverns that will keep the evenings lively without the party zone vibe.

Right on the sand, Mojito Beach is the top-rated spot for drinks, while Cavalli Club is the stylish downtown club. When it comes to attire, make sure you pack for smart-casual.

Where To Soak Up That Old World Charm

European beach towns are usually famous for their postcard-ready historic centers, with centuries-old townhouses, cobbled streets, and some sort of castle in the vicinity.

That’s not the case with Primorsko, as the town was only developed in the second half of the 20th century to cater to holidaying Bulgarian families who, at the time, could not travel abroad.

The beaches are absolutely gorgeous, the food is amazing, and local prices are indeed cheap, but all you’ll be seeing here are guesthouses, shop-lined boulevards, and beachside promenades. You know, none of the usual historic atmosphere.

In order to soak up that Old World allure, tourists will often take day trips to Sozopol, a fortified ancient town only 25 minutes away, home to heritage Bulgarian Revivalist houses and stone-paved alleys, or further north toward Nessebar (1h25), a Greco-Roman era town packed-full of Byzantine churches.

Either way, it’s a great base for exploring the culturally-rich Bulgarian Coast if you’re renting a car.

How To Get To Primorsko

The nearest airport is in Burgas (BOJ), some 38 miles away, hosting direct flights from several major European transit hubs in summer. Frankfurt, Berlin, London, Manchester, Warsaw, Stockholm, you name it.

Tickets usually start from around $23 one-way with Ryanair (especially flying from Luton Airport in London), and once in Burgas Airport, there are plenty of car rental options within the airport itself, or bus connections to every major destination on the Black Sea Coast.

According to Grozdan Karadjov, the Bulgarian Deputy Prime Ministrer, as well as the Minister of Transport and Communications, 12.5 million euros will be invested to upgrade the runway at Burgas Airport, with plans to potentially widen it in response to the surging demand.

If you’re an American citizen, and you plan on visiting Bulgaria in the near future, you should know the country has changed its entry and stay regulations now that it’s joined Europe’s Schengen Area.

Find out more about the revamped border rules, and how they affect you here.

Vinicius Costa

Vini, our senior lead writer at Travel Off Path, has over 60+ countries under his belt (and currently weaving tales from Paris!), and a knack for turning off-the-beaten-path experiences into informative stories that will have you packing your bags.