One of Europe’s most affordable holiday hotspots is pricier this year… but a Spanish island is now cheaper

HOLIDAY packages to Bulgaria have seen a huge jump in price compared to last year – despite it often being one of the cheapest European destinations.

A recent study by Which? analysed 8,000 package holidays across Europe, with an August departure for a seven-night trip with return flights when travelling with Jet2 or TUI.

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Comparing rates for an August 2024 holiday to an August 2025 – both times looking for a trip in January that same year – deals for Bulgaria saw the highest price increase.

The average holiday to the eastern European country rose from £1,038 to £1,157 per person – an increase of 11.5 per cent.

This means a couple would have to find an extra £238 to pay for their holiday, on average.

Other holiday destinations have also risen above inflation rates, including Italy – 7.4 per cent, up £1,249 from £1,163 – with areas such as Lake Garda and Sorrento some of the steepest increases.

Portugal (6.8 per cent increase from £1,267 to £1,353) and Cyprus (6.4 per cent increase from £1,241 to £1,321) also rose above inflation

Factors that have resulted in high costs for holidays in 2025 also include a rise in aviation fuel costs, reduced airline routes and higher energy costs at hotels.

But there is some good news, as Spanish island holiday deals have fallen in price compared to last summer.

For example, Ibiza holidays have dropped by 6.4 per cent, with an average of £1,187, down from £1.187 (a difference of £162pp).

Costa Dorada prices have fallen by 2.9 per cent, and Tenerife holidays are down two per cent.

Rory Boland, Editor of Which? Travel, said: “While inflation has started to ease over the last year, our latest research has shown holiday prices bucking the trend.

“[This is because of] a combination of increased demand, alongside rising energy and fuel costs, contributing to higher prices for holidaymakers.”

He advised the best way to get the cheapest deal to book as early as possible, as well as opting for the last week of the summer holidays which is often the cheapest.

Despite this, Bulgaria, along Turkey and Morocco are still some of the best-value holiday destinations, according to Which?.

The Dalaman region of Turkey was the most affordable where seven night holidays cost around £859pp during the summer holidays.

And in second place was the coastal city of Agadir in Morocco where a week-long break was cost an average of £889pp.

Naomi Leach, Deputy Editor of Which? Travel, said: “Holidaying when the kids are off school can be painfully expensive, but our latest price analysis shows there are a variety of destinations still available to book at a good price for an August getaway.”

The Canary Islands have some of the cheapest holiday deals if wanting an all-inclusive package.

Still want to go to Bulgaria? While most people head to Sunny Beach, the city of Bankso has been named a trending destination for 2025.

Featuring in  Lonely Planet’s 10 best cities to visit as part of its Best in Travel 2025, the destination is more associated with skiers than beach goers.

And a Bulgarian local has revealed their favourite spots that are away from the crowds.

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