Initially a small beachside resort, it has grown to include a large variety of recreational activities and services, gambling establishments as well as sports and music venues.

Its rapid growth makes it the largest resort on the entire Black Sea coast; to the south, the complex has merged with the town of Nesebar.

The main strip of high-rise hotels backing onto the beach is 5 km (3 mi) long and extends along a wide bay between Sveti Vlas and Nessebar, soon to connect with the village of Tankovo.

During the afforestation of Sunny Beach, 550,000 m³ of fertile soil were transferred to the territory of the complex, 300,000 coniferous and deciduous large-sized trees were planted, 770,000 ornamental shrubs, 100,000 roses, 200,000 dunes, with investments exceeding BGN 150 million.

In 1989 it has 108 hotels with over 27,000 beds and over 130 restaurants, attractions and public places, night clubs, bars and discos, coffee shops and aperitifs.

On July 16, 1997, after the sale by the state of 25% of the company's capital through the first wave of mass privatization, the name of the issuer was changed to Sunny Beach AD.

This focussed on the negative aspects of the Sunny Beach resort such as excessive drinking, overpriced private medical treatment and the availability of illegal drugs.