Sofia, Bulgaria. Photo: Shutterstock After Bulgaria won the Eurovision Song Contest in Vienna in 2026, there were many voices wondering whether the country would indeed host the expensive and prestigious competition next year. Now, the European Broadcasting Union says that not only will the Balkan country host, but four different cities, some of the country's more touristy, are also expected to bid for the task.
Most countries hosting the contest for the first time do so in their capital city. So the odds are that Eurovision 2027 will be held in Sofia. However, several other cities have put themselves forward and will compete for the right. So what does each city bring with them and why does each one deserve it?
Bulgaria's capital and largest city combines a rich history with a vibrant modern atmosphere. Founded thousands of years ago, the city offers a fascinating mix of Roman sites, ancient churches, Ottoman-era buildings, and wide boulevards lined with cafes, restaurants, and modern shopping malls.
Sofia, the capital of Bulgaria. Photo: ShutterstockAmong the city's most prominent sites is the Alexander Nevsky Cathedral, one of the most impressive Orthodox cathedrals in Europe. Thanks to its location at the foot of the mountains, Sofia is also a great base for nature walks, hiking trails, and skiing in the winter months, making it a diverse and attractive destination for tourists from all over the world.
It is Bulgaria's largest port city, located on the Black Sea coast, and is considered one of the country's most popular holiday destinations. Varna combines wide beaches, well-kept promenades, green parks and impressive historical sites, alongside a vibrant nightlife and a wide variety of restaurants and cafes.
Varna, Bulgaria. Photo: ShutterstockVarna is also known as the "summer city of Bulgaria" thanks to its pleasant weather and the many cultural events that take place there throughout the year.
One of the oldest and most fascinating cities in Bulgaria, Plovdiv is built on several hills and is famous for its well-preserved Old Town, with cobblestone streets, preserved ancient houses, galleries and historic public buildings.
Plovdiv. Photo: ShutterstockAlongside its historic atmosphere, Plovdiv offers a vibrant arts, culture and culinary scene, with festivals, cafes and creative hubs that have made it one of the country's most prominent urban destinations. The city's impressive Roman amphitheater is still used for performances and cultural events today, reflecting the city's unique blend of ancient heritage and modern life.
The fourth and final option is the coastal city known for its pleasant atmosphere, well-kept beaches, green parks, and beautiful promenade that stretches along the waterfront.
Photo: ShutterstockBurgas is a central gateway to the popular resort areas of the Bulgarian coast and offers a combination of culture, nature and leisure. Thanks to its location, pleasant climate and proximity to leading resorts, Burgas is a popular destination for tourists and locals alike.
The Eurovision Song Contest is a huge financial expense for the host country, but the host city is the biggest beneficiary of the event.
Photo: SHUTTERSTOCKIn addition to turning the city into a pilgrimage center for hundreds or even hundreds of thousands of tourists for an entire week, this is international exposure that is almost second to none.
Hotels, restaurants, transportation, and other industries can generally profit quite a bit from the event, profits that can reach tens of millions of euros, as happened in the cases of Liverpool in 2023 or Basel in 2025.