As the peak summer season gets underway, prices along Bulgaria ’s Black Sea coast have once again become a hot topic. Receipts, restaurant bills, and social media videos are fueling debate over whether a vacation by the sea has become too expensive. Yet industry representatives and analysts argue that the real issue is not the price itself, but whether visitors feel they are receiving value for the money they spend. The discussion intensified after a case in Sozopol, where a group of visitors