Tourism overview

Varna, often referred to as the ’Sea Capital of Bulgaria’, is one of the Bulgaria’s premier tourist destinations. It is a vibrant city that seamlessly blends history, culture, and modern resort life. Situated on the Black Sea coast, it offers a diverse range of experiences for travelers seeking sun, sand, and cultural immersion.

Visitor demographics and tourism infrastructure

Villa Chinka restaurant and hotel complex situated 8 km east of Varna center

Varna attracts a diverse visitor base, including a significant number of domestic tourists from Bulgaria and international travelers primarily from Romania, Germany, Russia, and the UK. The city appeals to a broad spectrum of travelers, from couples and families to solo travelers and adventure seekers.

Visitor motivations are diverse, encompassing beach tourism, cultural exploration, health and wellness, and urban experiences. Beach tourism remains prominent, while cultural tourism thrives, driven by interest in historical sites like the Varna Necropolis. The region's spa resorts attract health and wellness seekers, and business tourism is growing. The visitor profile is varied, ranging from families and retirees to budget travelers and luxury seekers.

Transportation to Varna is convenient, with the city served by Varna International Airport, connecting it to major European destinations. The port and railway networks offer additional links to other regions. Accommodation options in Varna are plentiful and varied, ranging from luxury hotels and beachfront resorts to budget-friendly hostels and guesthouses, catering to different budgets and travel styles. Visitors can easily access information and assistance through the city's well-established network of tourist centers, where they can obtain maps, guides, and helpful advice from knowledgeable staff.

Tourist Distribution

Radjana beach is located 8 km East of Varna center.

As the largest city on the Bulgarian Black Sea coast, Varna offers cultural attractions, historical sites, and urban amenities. Approximately 1 million tourists visit Varna each year, including both domestic and international travelers. The peak season is in the summer but Varna also attracts visitors year-round for cultural events.

The total number of tourists visiting the Bulgarian Black Sea coast reached approximately 3.7 million by the end of August 2024, with about 1.4 million being foreign visitors.

Sunny Beach leads in tourist numbers, followed by Varna center and Golden Sands. Summer remains the dominant season for tourism across all three areas, with peaks in July and August. This distribution reflects the diverse offerings of each area, catering to different preferences—from nightlife in Sunny Beach to cultural experiences in Varna and family-friendly environments in Golden Sands.

Key Attractions

Saint Athanasius church and the archeological site of the Roman Thermae. Varna boasts a rich cultural and historical heritage.

Historical and cultural experiences

  • Varna Archaeological Museum: Home to the world's oldest gold treasure, dating back to 4600-4200 BC, this museum offers a fascinating glimpse into the region's ancient past.
  • Roman Thermae: Explore the largest Roman baths on the Balkan Peninsula, a remarkable testament to the city's Roman history.
  • Varna Necropolis: Discover the site of the world's oldest gold artifacts, offering a unique archaeological experience.
  • Cathedral of the Assumption of the Virgin: An impressive Orthodox cathedral with intricate architecture, offering a glimpse into the city's religious and spiritual heritage.
  • Sea Garden: A beautiful waterfront park with a stunning promenade, perfect for leisurely strolls and enjoying the city's coastal charm.
  • Varna Opera House: Catch a performance at this renowned opera house, experiencing the city's vibrant cultural scene.
  • Aladzha Monastery: A unique rock monastery carved into the cliffs near Varna, offering stunning views and a fascinating glimpse into Bulgarian monasticism.
  • Museums: Explore the diverse range of museums in Varna, including the Maritime Museum, the Ethnographic Museum, and the Natural History Museum.
  • Art Galleries: Discover contemporary and traditional art at the various art galleries and exhibition spaces throughout the city.
  • Festivals and Events: Enjoy the city's vibrant cultural calendar, with festivals and events celebrating music, theater, and dance.
  • Local Crafts: Discover traditional Bulgarian crafts, such as pottery, weaving, and embroidery, at local workshops and markets.

Eco-tourism activities

  • Hiking and Trekking: Explore the region's diverse landscapes on well-marked hiking trails, ranging from easy to challenging.
  • Birdwatching: The region offers excellent birdwatching opportunities, with numerous species inhabiting the various nature reserves.
  • Cycling: Explore the scenic countryside on cycling tours, enjoying the fresh air and stunning scenery.
  • Kayaking and Canoeing: Enjoy kayaking or canoeing on the Black Sea or along the Kamchia River, experiencing the natural beauty from a different perspective.
  • Nature Photography: Capture the stunning natural beauty of the region with your camera, from the dramatic cliffs of Kaliakra to the serene landscapes of the Kamchia Biosphere Reserve.

Wellness Tourism

  • Mineral Springs and Spas: The region boasts numerous mineral springs and spa resorts, such as St. Constantine and Helena, renowned for their therapeutic properties. These resorts offer a range of treatments, including mineral water baths, mud therapies, massages, and wellness programs.
  • Thalassotherapy: The Black Sea provides an ideal environment for thalassotherapy, utilizing seawater, seaweed, and sea mud for therapeutic purposes.
  • Focus on Wellness: Many hotels and resorts offer a range of wellness services, including spa treatments, fitness centers, yoga classes, and healthy dining options.
  • Natural Surroundings: The beautiful natural environment, including beaches, forests, and parks, provides opportunities for outdoor activities such as hiking, cycling, and yoga, promoting physical and mental well-being.

Medical Tourism

The region attracts patients seeking medical treatments, including dental care, cosmetic surgery, and rehabilitation.

  • Wellness Retreats: Increasingly, wellness retreats are being offered, focusing on stress reduction, detoxification, and overall well-being.
  • Spa Tourism: Spa tourism remains a popular segment, with visitors seeking relaxation, rejuvenation, and pampering experiences.

Nightlife

  • Beach Clubs: The city boasts a thriving beach club scene, with venues like Cubo and Horizont offering a combination of sunbathing, swimming, and lively evening entertainment.
  • Bars and Pubs: From trendy cocktail bars in the city center to cozy pubs serving local beers, Varna offers a wide range of options for enjoying an evening out.
  • Live Music Venues: The city hosts a variety of live music venues, showcasing local and international artists across various genres.
  • Nightclubs: For those seeking to dance the night away, Varna offers a selection of nightclubs with diverse music styles and energetic atmospheres.

Gastronomy

  • Seafood Delights: As a coastal city, Varna offers an abundance of fresh seafood, with many restaurants specializing in local catches.
  • Traditional Bulgarian Cuisine: Indulge in traditional Bulgarian dishes such as musaka, kebapcheta, and banitsa, often accompanied by local wines.
  • International Flavors: The city offers a diverse range of international cuisines, from Italian and French to Asian and Mexican.
  • Wine Tasting: The region around Varna is known for its vineyards, offering opportunities for wine tasting and enjoying local produce.
  • Street Food: Explore the city's vibrant street food scene, with vendors offering delicious and affordable options such as kebabs, grilled meats, and local pastries.

Bulgarian Soviet Friendship monument from the Soviet time in the Briz area of Varna

Varna is a dynamic and multifaceted destination that offers something for everyone. Its combination of historical treasures, coastal charm, and modern amenities ensures it remains a must-visit location in Bulgaria. With ongoing investments in infrastructure and tourism promotion, Varna continues to strengthen its position as a leading hub for tourism in the Black Sea region.