A noticeable increase in Bulgarian visitors is reshaping everyday life and commerce in the northern Greek city of Serres, close to the border, according to local business owners and officials. On a typical Friday afternoon, the city's main pedestrian street is bustling, with many Bulgarian shoppers moving between stores, carrying full bags of purchases. Their spending spans clothing, shoes, cosmetics, household goods, souvenirs and food, while others combine shopping with dining at local grill houses and cafés.
This shift is linked to recent economic and policy changes in Bulgaria, as the country's adoption of the euro currency on 1 January 2026 has led to significant price increases across goods. As a result, many Bulgarians living near the Greek border are now travelling into Greece for more affordable shopping, reversing a long-standing pattern in which Greek residents crossed into Bulgarian towns such as Petrich and Sandanski to find lower prices.
Local business representatives report a steady, growing flow of visitors. Iosif Choroziidis, a café owner in Serres and president of the local catering association, told Voria.gr that "at weekends, even residents of Blagoevgrad, which is much further north, visit us for shopping and food". He added that visitors "combine everything": starting with supermarket shopping due to rising prices in Bulgaria, then retail purchases, and finally meals and coffee. He noted that visitors from areas closer to the border now arrive "almost daily".
The increase in cross-border traffic is also attributed to Bulgaria's full accession to the Schengen area on 1 January 2025, when border controls across land, sea and air were lifted. According to Eirini Gotsika, president of the Serres commercial association, Bulgarian travellers who previously passed through the city en route to holiday homes on the Macedonian coast are now stopping to shop and spend time locally. "This has now changed," she said, describing how visitors shop in supermarkets and retail stores, dine, and then continue their journey. Price differences are cited as a key factor, with Gotsika giving the example that a "koulouri" (sesame bread ring) costs €0.60 in Greece and €1.10 in Bulgaria.
Local businesses report that the influx is supporting the city's economy, with shopkeepers describing Bulgarian visitors as "very good customers". Simis Simitas, owner of a bougatsa shop, told Voria.gr visitors "have discovered all the good things in our city", including local food such as souvlaki and bougatsa, as well as coffee culture. He added that they are "polite, quiet and not only spend money but also leave great tips".
