For regular visitors to Primorsko, who have chosen the coastal town for their vacation for years, the end of the peak summer season is a time for emotional reflection. Social media is filled with posts where tourists focus not just on the sea, but on the overall atmosphere, cultural life, the attitude of the people, and the development the town has undergone in recent years.

One such reviewer is Yavor Ganev, for whom this past summer was “incredible.” In his post, he directly addresses the mayor of the municipality, Ivan Gaykov, with the words: “Thank you, Mr. Gaykov! For the energy, the attitude, and all the concerts, events, and wonderful evenings that made this summer so special. For the feeling that Primorsko is alive, smiling, and bringing people together.” For Ganev, however, the true bond with the town is rooted in personal relationships with local residents, which are built over time. According to him, it is these small gestures and conversations—when you are no longer greeted formally at the bakery, shop, or restaurant, but as an acquaintance—that turn a vacation spot into something personal. He is adamant that “this cannot be bought” and “is earned over time.” The result of this attachment is clear: his family is already planning to return next summer because, as he writes himself, “when we leave Primorsko, we don’t actually say 'goodbye.' We say: 'See you next summer!'”

Similar observations are shared by Zhivka Ayryanova, who has been visiting the resort for 13 years and has owned a summer home there for the last five. She has long observed the evolution of Primorsko and emphasizes that “in recent years, Primorsko has had a different energy.” According to her, a symbol of this transformation is PRIM FEST – an event that brings thousands of people to the squares, united by Bulgarian music and the presence of favorite performers. Ayryanova describes the experience as follows:

  • Music. Lights. Packed squares.
  • Bulgarian performers.
  • Children dancing.
  • People of different ages singing the same song.
  • Evenings you don’t want to end.

In conclusion, she defines the town as the “summer capital of beautiful Bulgarian music,” attributing the success of this festival and the overall development of Primorsko to the personal dedication of Mayor Ivan Gaykov.