Bulgaria has been named the number one beach holiday destination for UK holiday-makers this summer in a brand new ranking released on Thursday.

Bulgaria’s Black Sea Coast emerges as the top beach destination this summer, closely followed by North Tunisia, Antalya in Turkey, and Sharm el Sheikh in Egypt, according to the study, commissioned by Kelkoo, and conducted by the Center for Economics and Business Research.

The study rated the world’s most popular beach destinations using the latest official statistics to assess the performance of 10 key travel criteria, including: climate, security, local affordability of goods and services, quality of food, the cost of flights and accommodation, tourist attractions, and the exchange rate.

The top destinations rank highest due to their affordability, which is a key issue when it comes to booking a beach break. According to the index 85% of those surveyed say affordability is their top concern, with security (81%), weather (78%) and good food (77%) also deemed to be of critical importance.

“In the current climate, British holidaymakers seem to be more cost-conscious than ever,” says Bruce Fair of Kelkoo UK. “Criteria that matter most seem to be value for money and affordability.”

The survey offers a damning indictment of Rio de Janeiro (Brazil), and Sydney (Australia), which rank lowest mostly due to the high price of flights to reach them and lack of safety.

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