Rila Monastery — The great monastery of the Rila Mountains, founded in the 10th century and a UNESCO World Heritage Site. The frescoed portico is one of the finest things in Bulgarian art. Easily reached as a day trip from Sofia. See Rila Monastery.
Plovdiv old town — A hilltop warren of National Revival merchant houses, a functioning Roman amphitheatre, and a lively arts scene that has grown since the city was European Capital of Culture in 2019. Bulgaria's most appealing urban destination after Sofia. See Plovdiv.
Veliko Turnovo — Perched above a dramatic gorge in the Yantra River, the medieval capital of Bulgaria has one of the best fortress settings in the Balkans. The Tsarevets citadel alone justifies the trip. See Veliko Turnovo.
The Seven Rila Lakes — A cluster of glacial lakes at 2,100–2,500 metres in the Rila Mountains. A gondola from Panichishte gets you most of the way up; the circular hike among the lakes takes around three hours. Best July–September.
Sozopol — The most charming of the Black Sea old towns, with a compact peninsula of wooden houses, two good beaches, and a relaxed atmosphere a long way from the Sunny Beach strip. See Sozopol.
Belogradchik Rocks — Dramatic sandstone formations in northwest Bulgaria, with a well-preserved medieval fortress built into the rock faces. Almost no foreign tourists. Worth combining with a visit to Vidin and the Baba Vida fortress on the Danube.
Koprivshtitsa — A beautifully preserved National Revival village that served as the flashpoint of the 1876 April Uprising against Ottoman rule. Walking the cobbled lanes between the colourful merchant houses feels genuinely like stepping back into the 19th century. See Koprivshtitsa.
Bansko — Bulgaria's best ski resort, at the foot of the Pirin Mountains. Modern lifts, long season, good snow, and prices a fraction of the Alps. Also a pleasant town in summer with good hiking in the surrounding national park.
Valley of the Roses — The region around Kazanlak, in the Thracian Valley, produces much of the world's rose oil. The roses bloom for about three weeks in late May and early June. The Rose Festival in Kazanlak involves rose picking, folklore, and rather a lot of rakia.