For generations, the sun-kissed beaches and crystal-clear waters of Majorca have made it a top holiday destination for Brits, alongside its neighbouring islands Menorca and Ibiza.

However, with rising holiday costs and growing anti-tourism sentiment in traditional Spanish hotspots, many are now turning to alternative destinations.

One country that’s caught the attention of intrepid travellers is Bulgaria, with its affordable prices, stunning scenery, and hidden gem beach resorts along the Black Sea.

The country’s charm has been showcased on TikTok, with users sharing sun-drenched scenes of quaint coastal villages, rustic beach bars, and picturesque gardens.

One popular video, posted by @shanpagnestyle, has racked up over 89,000 views, featuring clips of beautiful beaches and cobbled streets that could easily be mistaken for Greece, Italy, or Spain.

The caption reads: “This is Bulgaria, I have to be honest, Bulgaria completely took me by surprise.”

“This stunning country in the Balkans is a total gem, with a pretty coastline along the Black Sea, lots of mountains and greenery, and so much history.”

Bulgaria’s rising popularity has even earned it a spot in The New York Times’ best places to travel in 2025, thanks to its expected adoption of the Euro later this year, reports Manchester Evening News.

Bulgaria, often an “overlooked country”, is becoming increasingly accessible for travellers, according to a recent publication. The country boasts a range of attractions from its vibrant capital city to the Rila National Park and the popular Black Sea beach resorts.

TUI CEO Sebastien Ebel predicts that Bulgaria could rival holiday hotspots such as Majorca and Menorca in the upcoming summer season.

He expressed his concerns to the Balearic tourism ministry about the rising costs of holidays to the Spanish islands, suggesting that families may seek more affordable alternatives like Bulgaria.

He labelled the country as a “serious alternative” for the 2025 season. Bourgas, known as the ‘gateway to the Black Sea’, offers a long stretch of golden sand, while further up the coast lies Sunny Beach, a haven for water-sports enthusiasts and family-friendly hotels.

The nearby historical town of Nessebar is home to Byzantine-era ruins and charming cobbled streets. Seasonal flights are available from Manchester Airport to Bourgas, with Jet2 offering return flights from £242.25 per person in May and easyJet providing one-way tickets in June from £105.99, with returns from £77.99.

In addition to its breathtaking beaches, Bulgaria’s affordable prices are a significant attraction for tourists. As per the website Numbeo, a budget-friendly meal out costs approximately £8.50; whereas a mid-range, three-course meal for two is priced around £30.

A pint will set you back a mere (and refreshing) £1.50.