Bulgarian traditions

The truth, as ever, lies somewhere between the postcard and the mud.

You know the image. A young woman in embroidered folk dress, cheeks bright in the early morning air, a serene, scented contentment on her face, picking pink roses from luxuriant bushes. She appears on magnets, soap packaging and tourist brochures from Vidin to Varna. She is Bulgaria's most recognisable export after yoghurt and the Cyrillic alphabet. And she is, in almost every meaningful aspect, fiction.

If one of your New Year's resolutions is to travel more around Bulgaria in 2026, you have probably already encountered a problem: how to plan your trips so that you get the most out of this country's impressive nature, history and heritage. If you need inspiration, information or advice, the following pages offer a list of ideas for escapes and activities from January to December.

January: Bansko

Epiphany, or Yordanovden, is one of Bulgaria's best known Orthodox high days. Its popularity can be explained with the spectacular way Bulgarians mark it, usually creating a bit of international news every year.

While in Western Christianity Epiphany, on 6 January, is the day when the young Christ was presented to the three magi, the Eastern Orthodox tradition is different. According to it, Epiphany is the day when St John baptised Christ in the River Jordan, and God's three entities (the Father, the Son and the Holy Spirit) appeared together.

One fine August morning of 2025, scores of people flocked to Iglika, a small semi-abandoned village nestled in the central Stara Planina mountain range near Gabrovo. They had come for an event without a parallel in Bulgaria. On a sun-dried meadow, a collector of traditional Bulgarian kilims had spread about 900 handwoven pieces, dating from the 18th to the 20th centuries. Their bright colours and intricate ornaments created an astonishing mosaic that reflected centuries of kilim-making tradition.

A group of barefoot men and women dancing in a large circle of live embers, while hypnotic music beats a rhythm that gets under your skin and into your blood: Firewalker dances in Bulgaria are a spectacular rite to watch. A tradition whose origins are lost in time, the nestinari dances almost disappeared in the 20th century, but were eventually revived, albeit modernised, to appeal to a modern audience hungry for Instagrammable and TikTokable "authentic" experiences.

Oh, the Bulgarian rose! From promotional videos to bars of soap sold in tourist traps across the country, the image and scent of the emblematic flower has become synonymous with Bulgaria itself. A traditional crop, vital to the international cosmetics industry, Rosa damascena embodies the beauty, uniqueness and value of Bulgaria – the perfect symbol for a country trying to establish itself on the global travel market.

In times of climate change and unpredictable weather, Bulgarians stick almost religiously to celebrating a rite dedicated to the arrival of spring. Come mid-February stores, shops and dedicated street stalls start selling ornaments of red-and-white thread in a variety of shapes and sizes. On 1 March everyone puts on at least one of these ornaments on their wrists or coat lapels, as a symbol of being healthy and happy throughout the year. They would wear them until they see a blossoming tree for the first time, or the first stork or swallow for the year.

Traditions, both ancient and new, define nations and communities. Bulgarians make no exception. A country of diverse cultures and religions, its calendar is peppered with events, festivals and rites that range from cute to curious, even bizarre. Some of them are ancient, like the dances of the kukeri and nestinari, while others are new, such as greeting the first rays of the rising sun on 1 July. Almost all are heavily affected by globalisation and social media, yet keep a strong core of authenticity. 

Descendants of millennia-old rites, the scary kukeri, or mummers, are the best known face of Bulgarian carnival tradition. Gabrovo's carnival is its modern face: fun, critical, and colourful.

It usually takes place in the third weekend of May and is a part of an international festival organised by the Gabrovo city council and the town's House of Humour and Satire, probably the only museum in the world dedicated to... fun.

Both high-end perfumes and more run-of-the-mill cosmetics would be impossible without a humble plant that thrives in a couple of pockets around the world, the oil-bearing rose. Bulgaria is one of these places. Here, in the so-called Valley of Roses, the pink, rather unremarkable Rosa damascena blooms in May and early June, filling the early morning air with its thick, dizzying aroma.

From Venice to Rio, carnivals are a time honoured tradition to celebrate the end of winter with a riot of noise and dance, with masks and a temporary subversion of established social roles. The Bulgarian version is the kukeri dances.

A plant that everyone knows but few have seen in real life: by selecting the oil-bearing rose as its unofficial symbol, Bulgaria has made an odd choice. This particular variety does smell divine but is not particularly beautiful. Its attar is vital for the global cosmetic industry, yet its production and sales make a tiny spec in the Bulgarian GDP.

Winter has been a critical period for traditional societies in Europe since times immemorial. People, of course, were aware that the turn of the seasons would eventually bring back spring, sun and food. They knew that the slow, imperceptible change would start when the days are short and cold, and the nights are long and bleak. Despite this, they would crave some reassurance that spring would indeed return, the snow would melt and the plants would thrive again.

In Western Europe, the 6th of December, or St Nicholas Day, is a time where the first whiff of Christmas gets felt. After all, the saint with his white beard and penchant for bringing gifts to good children is the draft of the modern Santa Claus. 

In Bulgaria, St Nicholas Day is equally important although in a different manner. Seen as the patron saint of sailors, fishermen, merchants and bankers, the saint is celebrated by many people who carry the different iterations of the name Nicholas and their families. A particular food is also associated with this day. 

You have already seen it: in Bulgaria's official logo, on fridge magnets, boxes of Turkish delight, cosmetics, Facebook and Instagram posts, and any tourism promotion material imaginable. The oil-bearing rose is one of Bulgaria's most recognisable national symbols, a fragrant and humble flower that thrives in one particular region and powers a global luxury market.

In 1956, Chudomir, one of Bulgaria's finest satirists, wrote in his diary: "Sunday, 6 May. Both Easter and St George's Day, but there are neither roast lamb nor red eggs at home. Traditions are fading away, the nice old feasts are being forgotten, disappearing with our generation." Just a few days before this entry, a young and seemingly harmless politician, Todor Zhivkov, had replaced Stalinist dictator Valko Chervenkov as the head of the Communist Party. The years of Stalinism, with its disregard for traditions and religion, were over, but people had yet to feel the change.

Bulgarians use the expression "to carry two watermelons under one arm," which roughly translates us "running after two hares." But when you see the enthusiasm with which Bulgarians consume watermelons in summertime, you might easily think that carrying two watermelons under the armpit is the norm. Tarator, the ubiquitous albeit slightly unusual for Western palates cold soup, still keeps its reputation as the best way of dealing with the summer heat, but watermelons come a very close second.

In the dull winter light of 25 December, the grey streets of Kargona neighbourhood in Yambol look drab as usual. This is a suburb of low houses and sidewalks blocked by parked car, bare trees, dust and cheap stores, a defining feature of much of Bulgaria outside hipster cafes and flashy shopping malls in the big cities. Yet, come Christmas, Kargona is like nowhere else in Bulgaria. There are scores of people who would rather celebrate in the streets than stay at home and watch TV, overeat, engage in family arguments or try to mitigate generations-old feuds.

Happy families may be alike, unhappy families may be unhappy in their own way, but in Bulgaria all these come with a twist: a plethora of hard-to-pronounce names for every maternal and paternal aunt, uncle and in-law that can possibly exist.

Ask any Bulgarian how their recent family gathering went and the answer will probably sound something like this: "A disaster. My Badzhanak got into an argument with my Tashta, my Strinka showed up with her annoying Vuyna, then my Shurey got completely tanked and my sister was really upset."

At the carnival in Rio you'll go Ah!, that's certain, while in Venice you'll go Uhm! when you meet the mysterious ladies behind Neo-Baroque masks.

Instead of Ipanema chicks, however, at the masquerade in Bulgaria you'll be confronted by wild, prancing kukeri, or mummers, with cowbells tied to their belts and horns on their heads. However, the sexual charge of the mummers' games is stronger than in Rio or Venice – because it is much more overt.