Bulgaria – Europe’s Best Kept Secret! / Chris Blog / Chris

When I say that I live in Bulgaria, I often get the same reaction: a mixture of surprise and disbelief. “Bulgaria? What are you doing there?” For many, the country is just a blurry spot on the map, reduced to sunny party resorts on the Black Sea, cheap drinks, and a handful of colorful cultural festivals with Kukeri masks or women in traditional dresses. The rest of Bulgaria remains a hidden world.

But for those who dare to stay longer than a weekend trip, an entirely different country unfolds. A Bulgaria that never makes it into the brochures. A Bulgaria that surprises, seduces, and sometimes even confuses.

A country of many faces

Bulgaria is full of contradictions. It’s a country where Roman ruins stand in the center of the capital, Sofia; where you can drink coffee in the shadow of a communist concrete colossus and then walk around the corner to a hyper-modern coworking hub filled with international entrepreneurs.

There are mountains that rise like walls into the sky – Pirin, Rila, and the Balkan range – with valleys where time seems to have stood still. Elderly women sell honey, vegetables, and herbs along the roadside, while young developers in Sofia write code used by companies worldwide.

The contrast is part of the nation’s soul. It’s messy, unpredictable, and at times frustrating – but also alive, authentic, and deeply human.

Bansko – more than skiing

Most people outside Bulgaria have never even heard of Bansko, and those who have usually associate it only with skiing. Sure, the slopes are great and the prices are unbeatable, but skiing is not what makes Bansko special.

Bansko has become a center for something entirely different: digital nomads, worldschooling families, and people searching for alternative lifestyles. Here, entrepreneurs, freelancers, retirees, and creative souls from across the globe gather. On any given day you can sit in a mountain hut overlooking the Pirin massif, join a global business conference on Zoom, and later end the evening with a forest barbecue alongside homeschooling families from five different countries.

Bansko has become a melting pot – a place where people experiment with new ways of living and working. It’s a laboratory for the future, and at the same time a refuge from the stress of big cities.

Sofia – the broken but living capital

Sofia is not a city that dazzles at first glance. On the contrary, it can seem chaotic, dirty, and broken. Yet in that imperfection lies its charm. Sofia is one of Europe’s oldest cities, built in layers of history: Roman ruins, Ottoman bathhouses, communist monumental architecture, and modern glass towers all side by side.

It’s a city of contrasts. One moment you’re standing beneath the golden domes of the Alexander Nevsky Cathedral, the next you’re in an underground jazz club, or riding a tram through shabby neighborhoods that breathe Eastern Bloc nostalgia. It’s a city you must dare to look beyond the surface to understand. And when you do, you discover a place with soul, rhythm, and a culture that is both proud and humble.

The IT sector – the Balkan Silicon Valley

What rarely reaches beyond the borders is how strong Bulgaria’s IT sector has become. Despite its size, the country has turned into a hub for programmers, developers, and tech startups.

Companies from all over the world outsource here. The reasons are clear: educated talent, solid infrastructure, and living costs that allow competitive businesses to be built without the astronomical expenses of London or Berlin.

Yet Bulgaria consistently fails to tell this story internationally. This is where the country could position itself as a European hub for digital innovation. Instead, the narrative often remains stuck in outdated symbols – roses, yogurt, and folk dancing.

Geoarbitrage – living larger for less

Another reality almost no one talks about is the possibility for retirees, entrepreneurs, and ordinary people to live better here. In Western Europe, many struggle with sky-high rents, taxes, and living costs. In Bulgaria, the same income can provide a completely different quality of life.

It’s a place where you can live with mountain views, grow grapevines on your balcony, and actually have time to live – not just survive. It’s not for everyone, but for those willing to think differently, Bulgaria offers a freedom that’s hard to find anywhere else in Europe.

Culture beyond clichés

Yes, Kukeri festivals and traditional dress have their charm. But Bulgarian culture is so much more. There is a vibrant music scene, from folk to electronic underground. There are artists, writers, and filmmakers processing the country’s history and present in new and daring ways.

And perhaps most importantly: there are people who welcome you. Bulgarians may appear reserved at first, but beneath the surface lies a warmth and hospitality that is among the strongest in Europe.

When the engine sputters – Bulgaria in the EU’s F1 paddock

At the same time, there’s another Bulgaria – one that too often seems content to always finish last in the EU’s F1 race. At times it feels as if Bulgaria has one of Europe’s best engines – its nature, location, people, creativity – but insists on driving around with worn tires, poor pit crew service, and a driver who doesn’t quite dare to hit the gas.

The question is: does Bulgaria really want to remain last? Or is it time to rebuild its team, rethink its strategy, and actually race to win?

The euro looms on the horizon, and adopting a new currency is like swapping the car’s engine. It can bring stability and strength. But a new engine alone won’t win the race if the rest of the team doesn’t work. You also need a clear strategy, the right people in the pit crew, and a driver brave enough to take risks.

Bulgaria now stands at a crossroads. Does it want to remain the EU’s budget holiday destination, a place for cheap fun in the sun – or does it want to be more? To become a frontrunner, proving that even a small player can take the lead if it has courage, heart, and a new story to drive with?

Why doesn’t the story get out?

The question I keep asking is: why does no one know about this? Why is there no strong national branding campaign that tells the story of the Bulgaria I see every day?

Croatia has its Mediterranean narrative, Estonia has its digital identity, Iceland has its nature. Bulgaria has all of this – mountains, seas, culture, innovation – but seems unable to weave it together into a modern identity.

It’s as if the country still carries the shadow of communism: a caution, a reluctance to stand out. The result is that the world continues to see Bulgaria as a budget alternative, instead of recognizing its unique spirit.

A new story is needed

I believe it’s time to rewrite the story. Bulgaria needs a new narrative, one that shows the country is more than sun and alcohol. A story about innovation, nature, culture, and opportunity.

And maybe it won’t be the state that writes it. Maybe it has to come from people like me, who live here and see the bigger picture. Maybe it will be written by digital nomads, entrepreneurs, retirees, artists, and travelers who together can create the image of a Bulgaria that actually exists – but that no one seems willing to show.