In recent years, money-savvy travellers have been quietly swapping the familiar names of Santorini and Mykonos for an alternative destination offering a surprisingly similar experience, minus the inflated cost. Fred Harrington from SaveMyCent, a digital savings platform, believes one lesser-known coastline is one of Europe’s best-kept secrets.
“Dreaming of island-hopping and sea views without the Greek island price hike? Head to Bulgaria’s Black Sea coast,” he said. Bulgaria’s Sunny Beach, along with nearby coastal spots like Sozopol, is being praised as a go-to holiday haven for budget-conscious Brits.
Fred added: “Resorts like Sunny Beach and Sozopol offer golden sands and lively nightlife, but you’ll pay a fraction of the cost for accommodation and dining compared to Santorini or Mykonos.”
It’s a claim backed by numbers, as the latest Post Office Holiday Money Report, which compared 47 destinations on the cost of typical holiday essentials, positioned Bulgaria’s Sunny Beach as one of the most wallet-friendly spots.
A local beer costs just £2.47, and a three-course dinner for two with wine will only set you back around £48.25 – nearly unthinkable on most Greek islands during peak season.
Beyond the affordability, this stretch of the Black Sea coast has its beauty and character.
Sunny Beach, as its name indicates, has miles of golden, sun-soaked coastline with turquoise waters, and lively promenades that are bustling well into the evening.
And for the rest days away from the beach, there is the Ancient City of Nessebar, a designated UNESCO World Heritage site, a short distance away.
It’s famed for its cobbled streets, ruins and historic structures, including the remains of a 5th-century church.
Further inland, the Pomorie Roman tombs are a peek into Bulgaria’s past with their remarkably preserved architecture.
Just to the south of Sunny Beach, is Sozopol, one of the oldest towns on the Bulgarian coast, boasting cobbled lanes, traditional wooden houses, and a working fishing harbour.
Its Old Town, set on a small rocky peninsula, is dotted with art galleries, ancient ruins, and cosy taverns that overlook the sea—perfect for enjoying a sunset without the crowds.