Asenovgrad (Bulgarian: Асеновград [ɐˈsɛnovˌɡrat]) is a town in central southern Bulgaria, part of Plovdiv Province.

The majority of Asenovgrad residents are Bulgarians, with representatives of the Turkish and Romani people ethnic groups in the city.

After Bulgaria was conquered by the Ottoman Empire, Roma and Turks settled in Stanimaka, and nowadays make up 15% of the municipality of Asenovgrad's population, the rest 75% being ethnic Bulgarians and 10% – unknown and others.

Bulgarians from various regions in Greece settled in Asenovgrad, while its Greek inhabitants went to Naousa and Kilkis in Macedonia.

The southeast portions of the city are noted for tourist destinations and their urban development, including Parakolovo (Bulgarian: Параколово) and the 40 Springs complex.

Asen's Fortress (Bulgarian: Асеновата крепост) is located 2 kilometres (1.2 mi) from the town proper, in Rhodope mountains.

The church St Bogoroditsa Petrichka (Bulgarian: Света Богородица Петричка) is the only wholly preserved building in the complex.

Due to its specific geographical location the residents of the town enjoy a breeze called вечерник (literally "evening wind").