The municipality is a part of Plovdiv Province and is located on it’s southern part. Asenovgrad is located in the gorge of Asenitsa River (called by the locals “The tea”) near the place where the river enters the Thracian valley and leaves the Rhodope mountains. Because of this, the municipality of Asenovgrad naturally connects the central part of the country with the Rhodope mountains and Western Thrace region. The central location of the town makes it very important nowadays as it also was in previous periods in history. The climate in the region is very favourable with its warm winter and cool summer. There is a specific wind in Asenovgrad, named “vechernik”. It is a breeze which starts in the afternoon and stops in the morning around 10:00 AM. This is because of the difference between the temperature of the air in the mountain and in the valley. This wind acts as a specific regulator of the fermentation in the wine making process. This is the reason why Asenovgrad is known as one of the main wine centers in Bulgaria.
The most popular monument near the town is the Asen’s Fortress, which is in the list of “The 100 Tourist Sites of Bulgaria”. It is believed that the fortress has been built in the period of the Thracians, but in the 9th century it was rebuilt by the Byzantines. In the period of the rule of Ivan Asen II, the fortress falls under Bulgarian rule and by his order the fortress is restored and enlarged to 13 decars. Another interesting fact is the richness of religious temples and places of worship. The city is a destination for religious and cultural tourism. Its main attractions are the monasteries St. Petka, Arapov’s monastery and St. Kiril. Around the city there are 4 monasteries, 10 churches, 60 chapels and 2 mosques and because of this the town owns the nickname „The Little Jerusalem“. On the territory of the municipality is also located Bachkovo’s monastery, which is the second biggest after the Rila’s monastery.
On the territory of the municipality is located the wildlife reserve “The Red Wall” which is also the biggest in the Rhodope mountains. There 38 endangered plant species, which are included in the Red Data Book of Bulgaria, can be found. There are also many endangered animal species, presented in the region. There are several caves located near the town, which are extremely difficult to be reached, so it makes them perfect for bat roosting sites.