Fresh off Bulgaria’s dramatic win at the Eurovision Song Contest, Australians are turning their attention to the Balkan nation, with active travel specialist UTracks reporting a spike in searches and enquiries for its Bulgaria walking and cycling holidays in 2027.
Long regarded as one of Europe’s lesser-known destinations, Bulgaria is gaining momentum among travellers seeking authentic experiences away from the crowds of traditional hotspots such as France and Italy.
Known for its rose-filled valleys, Orthodox monasteries, mountain villages and emerging food and wine scene, the country has been thrust into the global spotlight following its Eurovision success.
UTracks offers a range of active itineraries across Bulgaria and the Balkans, taking travellers through mountain landscapes, historic towns and villages where folklore, music and dance remain central to everyday life.
UTracks general manager Kate Baker said the annual music competition often inspires travellers to explore destinations they may not have previously considered.
“Every year Eurovision puts a spotlight on a different part of Europe and travellers become curious about the country behind the performance,” Baker said.
“Bulgaria has all the ingredients Australians are increasingly looking for in Europe, incredible scenery, authentic local experiences, fewer crowds and excellent value.”
Among the operator’s standout itineraries is the Bulgaria Mountains and Monasteries Guided Hike, which explores the dramatic Rila and Pirin Mountains, home to alpine meadows, glacial lakes and some of the Balkans’ highest peaks, including Mt Musala and Mt Vihren.
The itinerary also includes visits to traditional mountain villages and the UNESCO-listed Rila Monastery, Bulgaria’s most famous monastery, along with stays in the spa town of Bansko beneath the Pirin Range.
Another popular option is the Balkan Mountains Guided Cycle, which takes travellers through the rolling hills and valleys of the Balkan Mountains, including rides through Central Balkan National Park, the open-air museum of Etura, the preserved village of Bozhentsi and the former Bulgarian capital, Veliko Tarnovo.
Baker said Australian travellers are increasingly looking beyond Europe’s classic routes in favour of destinations that still feel relatively undiscovered.
“Travellers are increasingly moving beyond the classic France and Italy routes and looking towards destinations that still feel undiscovered,” she said.
“There’s a warmth and authenticity to Bulgaria that really charms people.”
