Yes — emphatically. Plovdiv is one of the most beautiful and underrated cities in Europe. Rila Monastery is extraordinary. The Rose Valley is unlike anywhere else on earth. And the entire country costs roughly half of comparable destinations in Western Europe. Bulgaria is one of the great overlooked travel experiences of our time.
Why Bulgaria Is Worth Visiting
Bulgaria has spent decades in the shadow of its Balkan neighbours and Western Europe's more established destinations. That's a mistake — and an increasingly expensive one for anyone who keeps putting it off. Plovdiv is the oldest continuously inhabited city in Europe, with a Roman Amphitheatre still used for concerts, a vibrant arts district (Kapana) and National Revival mansions that belong in any architectural photography collection.
Rila Monastery is one of the finest pieces of sacred architecture in the Balkans — the striped arched cloisters, the frescoed walls and the mountain gorge setting are collectively extraordinary. The Thracian Valley produces outstanding wines from indigenous grapes that most of the world has never tasted. And in late May, the Valley of Roses between Plovdiv and Kazanlak turns pink with 70% of the world's rose oil production — an entirely unique event.
The value is exceptional even by Balkan standards. Bulgaria is an EU member with good infrastructure, excellent food and very low prices. A boutique hotel dinner in Plovdiv costs what a pizza costs in Paris.
Pros & Cons
✅ Why Bulgaria IS Worth It
- ✅ Plovdiv — Europe's oldest inhabited city, world-class old town and arts scene
- ✅ Rila Monastery — one of the finest religious monuments in southeastern Europe
- ✅ Rose Valley — truly unique, nothing else like it in Europe
- ✅ Outstanding value — EU country at non-EU prices
- ✅ Excellent wine — Mavrud and Thracian Valley reds are world-class
- ✅ Bansko skiing — world-class slopes at a third of Alpine prices
- ✅ Black Sea coast — good beaches at significantly lower prices than Greece
- ✅ Safe, EU member, easy to navigate
⚠️ Things To Know
- ⚠️ Cyrillic script on signs — minor learning curve
- ⚠️ Not on the euro — though lev is pegged to it and widely understood
- ⚠️ Rila Monastery is 2 hours from Sofia — requires a car or organised tour
- ⚠️ Black Sea coast can be very busy in July–August
- ⚠️ Less island variety than Greece, less coastal variety than Croatia
How Much Does Bulgaria Cost?
💰 Budget
€30–50/day. Hostel, local mehana food, public transport. Bulgaria is one of the EU's cheapest countries.
⭐ Mid-Range
€60–90/day. Boutique hotel in Plovdiv old town, restaurant meals, a wine tasting or guided tour.
✨ Comfortable
€120–180/day. Best hotels in Plovdiv and Sofia, private tours, estate wine dinners. Outstanding quality for the price.
Book Bulgaria Tours
Plovdiv old town, Rila Monastery and Rose Valley experiences
Browse on GetYourGuide →FAQs
Is Bulgaria better than Greece for beaches?
Greece wins on island variety and overall beach quality. Bulgaria wins on value — the Black Sea coast is 30–40% cheaper than comparable Greek islands, with good beaches and far fewer international tourists.
Is Plovdiv worth visiting?
Absolutely — Plovdiv is one of Europe's most underrated cities. The Roman Amphitheatre, the old town and the Kapana arts district together make it a standout destination. Most visitors say they wish they'd allowed more time.
Is Bulgaria safe for tourists?
Yes — safe EU country with low violent crime. Standard urban precautions apply in Sofia. Roads are generally good; the occasional pothole in rural areas requires normal attention.
Is Rila Monastery worth visiting?
Unequivocally yes — it's one of the finest religious monuments in southeastern Europe. Even non-religious travellers are struck by the beauty of the frescoed cloisters and the mountain setting.