It might not have the same ring to it as the likes of Italy’s Amalfi Coast, the French Riviera or the sunny Spanish seaside, but Bulgaria might just be the next ‘it’ travel destination.
Bulgaria’s been on the rise as of late, with the country’s Eurovision win at the weekend inspiring many Brits to look to its shores for more budget-friendly summer breaks.
The nation has even been revealed as the cheapest all-inclusive destination for 2026, according to research from TravelSupermarket.
Bulgaria’s Bourgas area has taken the top spot, with prices averaging £553 per person for a week away, stealing the crown from previous winner Tunisia.
And one quiet beach in the region is emerging as a standout destination – and a cheap ‘dupe’ for the popular Aegean Coast in Turkey, with 25C heat and all‑inclusive holidays under £500.
Obzor Beach, an eight‑kilometre stretch of coastline in the Bourgas region, offers Blue Flag sands, mountain backdrops and centuries of history – all at a fraction of the cost of more established hotspots.
Popular resorts along Turkey’s Aegean coast, such as Bodrum, are a go‑to for sun‑seekers – but prices can reach £895 per person for a four‑star all‑inclusive break in June.
On the other hand, Obzor Beach costs just £459 per person for a comparable all‑inclusive stay according to holiday experts from First Choice, a saving of more than £400 per person.
Bulgaria’s Bourgas area has been ranked the cheapest all-inclusive spot for summer 2026
Obzor Beach, situated in the heart of this region, is one of the best you can find
Originally founded by the ancient Greeks as Heliopolis (the city of the Sun), Obzor later became a Roman settlement known as Templum Iovis, or Temple of Jupiter.
Remains of its past are still visible today, with Roman column fragments displayed in local parks – making it an ideal destination for any history buffs.
The beach itself is one of the longest in Bulgaria, split between free public areas where visitors can bring their own parasols and sections run by nearby hotels and beach bars.
The resort centres around two main hubs, the old town’s Sloboda Square and the beachfront promenade, both home to bars, shops and restaurants.
There are many options for quality food too – Hanove in Sloboda Square is an immersive dining experience inspired by old-world Bulgarian rulers.
The castle-effect entryway leads into a restaurant of stone-clad walls, with a menu featuring Bulgarian barbecue meats.
Nearby, The House Bar & Dinner is rated the number one restaurant on Tripadvisor, serving family favourites including pizzas and steak, as well as Bulgarian dishes such as Bulgarian potatoes with cheese and bacon.
Further along the coast are quieter hotel complexes with their own secluded stretches of sand, including Hotel Sol Luna Bay, a four‑star beachfront property with three pools, a waterpark and an on‑site spa.
At Obzor Beach, sunshine, clear skies and swimmable seas are all on offer
It’s a serene haven with plenty of bars, cafes and restaurants to sample
One visitor on Tripadvisor said ‘the location is excellent, set on the beach, at fair distance from the main road into Obzor and other hotels – it is a great place to enjoy a well-deserved peace and quiet.’
Sarah Jooste, product portfolio executive at First Choice, said: ‘Not many people think of Bulgaria for a relaxing beach break.
‘Many have heard that Sunny Beach is a great option for nightlife, but for a chilled holiday people reach for the classics like Greece and Turkey.
‘But Obzor Beach averages about 25C in summer and from London the flight time is about 3 hours and 20 minutes – so not only is it cheaper than the EU classics, but it’s closer too.’
Chris Webber, head of holidays and deals at TravelSupermarket, added: ‘Bulgaria taking the crown this year is a real moment.
‘The Bourgas area – home to Sunny Beach and Burgas – has long been one of the most affordable spots on the Black Sea, but seeing it leapfrog Tunisia to top the all-inclusive rankings shows just how much value it’s offering British holidaymakers right now.’
And flights to nearby Bourgas in June start from £78 with Wizz Air.
With summer prices rising across Europe, destinations in Eastern Europe are becoming an increasingly attractive option for travellers looking for sun, value and space – and Bulgaria is one of the best spots.
