Continuous construction work and giant lorries rumbling down the coast do not seem to deter western tourists from flocking to the Sunny Beach resort in southern Bulgaria.
In the past few years it has changed beyond recognition: it has got rid of its old, grey socialist image and it has expanded on a grand scale.
But its popularity with western tourists does not impress the local critics. They think this style of development is damaging - both to future tourism and to the natural environment.
The beach is big enough for only 30,000 people, yet the guests are nearly double that number.
Malina Bakalova, the managing director of Sunny Beach, admits the biggest problem of this expansion is the old and increasingly inadequate infrastructure.
"They build first and only then think about infrastructure," she says. "It's the responsibility of the local council to ensure that the appropriate infrastructure is in place before they give permission to build.
"But they often trade this permission with a promise by the investor to build a road - and that never happens."
Cheap holidays
But she plays down some of the other criticisms.
"Actually it is not uncommon in the world for building work to continue during the season - a big building can't be finished within six months," she says.
"The problem comes from the way builders work: they don't seal off the construction sites and the wind then blows dust all over the place."
British tourists sunbathing outside a hotel do not seem bothered. They were warned about the unusual holiday situation, but the discount prices were too good to ignore.
"The beach is a bit crowded, so that's why we are here," say some. "Our hotel is fantastic though and it has a swimming pool. We like it, it's good fun and there are lots of places to go at night."
The subject of sand dunes has become controversial in the area because the favoured building material - sand - also happens to be the natural soil for rare plants.
There are reports that two sand dunes have already been destroyed, one of which is barely 10 meters away from the local council building.
This is exactly what makes Professor Simeon Micov's hair stand on end.
As one of the architects of the original complex, he pines for the days when consideration for the unique local flora was part of the site plans.
The only interference with the natural environment, he remembers, was when trucks full of hedgehogs were brought in to eat the snakes in the desert of sand dunes.
"I just got a phone call that they are going to create a sand quarry in the western part of Sunny Beach. I don't even want to think of the damage. There are 18 rare plants here, five of which are listed in the European record of endangered species."
Building boom
Currently there are no regulations as to what can and cannot be built on the Black Sea coast. The law is being delayed and when it does come into force, it may be too late.
Meanwhile, building work requires permission at a local or ministerial level, and it is alleged that corrupt practices are involved. Another brand new resort to be opened soon in the area is nicknamed the Great Wall of China, because of the height of its hotels.
"We can't impress western tourists with concrete and aluminium," says Mr Micov.
"Tourism is not about sleeping. It's about doing things. We have unique nature, history and culture to be explored. Those in the tourism business should learn that a high number of budget tourists would still make less profit than a smaller number of rich tourists."
With almost no empty space left in the vicinity of Sunny Beach, investors are now turning to the nearly virgin south.
Lessons learned
There is growing resentment among local Bulgarians towards this style of development. Many fear that it could spoil the pristine beauty of the southern coastline.
It is rich in lakes and reserves, including a rare reserve for wild water lilies.
Svetla Ivanova, chairman of the Owners Association, is confident that lessons are being learned and the Sunny Beach development will not be repeated in the south.
"The southern coast has already started to be built up; there's nothing wrong with that. It's better to have infrastructure and civilisation than wasteland and wilderness.
"Only, in the south it has to be done with moderation - nobody likes high-rise hotels and I am confident there will be resorts of a different kind for a different type of tourist."
By: N. Peter Kramer
