Bansko has changed. If 10 years ago the resort was mainly associated with noisy British pubs and Greek buses, today the town has a new, modern and cosmopolitan look. A lot of credit for this goes to Ukrainian tourists (and increasingly long-term residents).
They’re not just here to ski – they’re bringing their entire lifestyle to the mountains. They’re young, digital, visual perfectionists, and they’re making Bansko look a little more like a modern European hub and a little less like a Balkan pub. The team at Vbansko presents you with 9 signs by which you can recognize this new wave of guests.
9 signs that you are facing Ukrainian tourists
Forget the old stereotypes. Ukrainians in Bansko are the face of the “Digital Nomad” culture, combined with a high standard of living. Here is their detailed profile:
1. The fleet: Big, black and shiny
This is the first thing you notice on the streets of Bansko. Ukrainian cars are impressive.
If you see a huge black SUV (Range Rover, Toyota Land Cruiser, BMW X7 or Porsche Cayenne) with a license plate UA, which is washed to a shine – that's them. Even when the streets are muddy, the Ukrainian driver finds a way to make his car look like it came out of a car showroom.
2. Digital nomads in the cafe
Ukrainians are a major part of the thriving coworking community in Bansko. They didn't come to disconnect from the world, but to work from the mountains.
They are dressed in sporty, elegant, comfortable clothes (often in beige or gray), in front of them is the latest MacBook model, a glass of Flat White or Matcha Latte, and in their ears - AirPods. They are quiet, focused and are the reason why many establishments in Bansko have significantly improved their Wi-Fi.
3. The impeccable styling of the ladies
Ukrainian women are famous for taking care of their appearance. Even on the runway, they look flawless.
Unlike Russian women who go for gold and flashy luxury, Ukrainian style is more modern and “trendy.” You’ll see monochrome ski outfits in pastel colors, perfect makeup, wavy hair, and the obligatory manicure. They don’t look like sweaty skiers, but like models in a photo shoot for Vogue Ski.
4. Professional Content Creation (Reels & TikTok)
For them, the phone is not just for talking. If you see someone filming a professional-looking video on the lift, doing 20 takes of themselves getting out of the car, or taking pictures of their food from a perfect angle until it gets cold – they are a Ukrainian influencer (or just a tourist).
Their presence on Instagram is very strong and they "sell" the beauty of Bansko to the world through their filters.
5. Women's communities and modern mothers
Very often you will see groups of young mothers with children or women's companies supporting each other and moving together.
They create strong micro-communities – they organize private kindergartens, outdoor yoga classes and networking meetings. Their children are always fashionably dressed (often as mini-copies of their parents) and behave well in restaurants.
6. Healthy Vibe
Unlike the Balkan peoples who emphasize heavy grilling, or the British who seek beer, Ukrainian tourists they are looking for health.
They are the customers who ask about:
- Avocado toast and eggs benedict.
- Smoothies and fresh juices.
- Gluten-free and vegan options.
- Alternative milk in coffee (oat, almond).
7. Politeness and European restraint
They are very polite in their communication. They speak quietly, do not make scandals and do not attract attention with shouting. Their English is usually at a very good level. You will rarely see them bargaining aggressively like the Macedonians or shouting “Brother” like the Serbs. They keep their distance and etiquette.
8. The Cult of SPA and Wellness
After skiing (or after working on the laptop), they don't go to the pub to drink brandy, but to the spa. Body care is the number one priority.
The saunas and swimming pools of the best hotels like “Kempinski” or “Regnum”" are full of Ukrainian guests relaxing quietly. They are also regular customers of the city's massage therapists and beauty salons.
9. Long-term stay („Local“ foreigners)
Many Ukrainians are not in Bansko for a week, but for months. You will recognize them by the fact that they shop in supermarkets with a clear routine, visit gyms regularly and even walk their pets (often small purebred dogs) along the same route every day. They are already part of the city.
Comparison: Ukrainians vs. Romanians vs. Russians
| Category | Romanian | Russian | Ukrainian |
|---|---|---|---|
| Car | Dacia with trunk | Transfer / Limousine | Black Range Rover (clean) |
| In the restaurant | He eats soup and laughs. | He drinks cognac with tea. | Works on MacBook |
| Style | Decathlon (practical) | Gold, stones, skins | Minimalism, beige |
| Food | Mamaliga and meat | Seafood | Avocado toast / Brunch |
Frequently Asked Questions (FAQ)
Why are there so many Ukrainian cars in Bansko?
Many Ukrainians have chosen Bulgaria (and specifically Bansko) for temporary or permanent residence. The city attracts digital nomads among them because of low rents, a strong international community, fast internet, and beautiful nature.
Which restaurants do Ukrainians go to?
They prefer places with a modern atmosphere, "specialty" coffee and healthy cuisine. You will rarely see them in traditional taverns with live music, unless they want to show their guests some local flavor.
Are they active skiers?
Yes, but for them, skiing is just part of the experience. They don't spend 8 hours on the slopes. They often ski for 2-3 hours in the morning for pleasure and sport, then go to work or relax. Photos and videos from the slopes are just as important as the skiing itself.
Conclusion: Ukrainian tourists have changed the face of Bansko, making it more modern, stylish and connected to the world. They bring a quiet class and prove that the office can be anywhere, as long as there is good internet and a view of Pirin.
🌍 Who's who in Bansko?
That was just one piece of the puzzle. Do you want to see the full, colorful picture of all the tourists in the resort?
English (UK)