Assenovgrad is situated in the north-western Rhodopes, 170 km away from Sofia, and 19 km from Plovdiv. It is located along the riverbank of a beautiful river, known with three different names - Chaya, Asenitsa, Chepelarska.

      The population of Assenovgrad is about 57 000 people, the ethnic structure is exceptionally various - Bulgarians, Turks, Greeks, Muslims, Jews, Armenians. A prove for the religious tolerance is that a church, a mosque and an evangelic church are situated closely one to another in the centre of the town.

      There are 29 settlements in Assenovgrad Municipality, including some small alpine villages, whose untouched pastoral beauty does not remind us at all that it is already 21 st century.