A friend of mine just got back from a a short holiday on the Bulgarian seacoast: "dude, those guys are way ahead of us!!!"
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In Germany, Bulgaria is no. 7 in top 10 "Most Popular Holiday Places" for summer 2004. (source: TUI)
Way ahead in a general sense? Or in tourism?
When you cross the border from Romania to Bulgaria you don't really notice a change, but when you see their resorts, you can just say "Oh my God this is unreal" and forget you're just some kilometres away from our resorts ...the further you go, the better it gets.
"The services are great and it is very clean". That's what my friend told me. Very good way to differentiate from what's on our premises. And Deea is right, you wouldn't believe that you can find something like that just few kilometers away from Romania. Besides, as far as I know Bulgaria invested massively in the area, also there's some budget airlines operating to Varna. It looks like the money started paying off.