Targovishte is situated on the two banks of the River Vrana, a tributary to the Kamchia River up to the northern slopes of the Preslav Mountain. The town sprang up in the 16th century. During the Bulgarian National Revival Period many crafts developed which encouraged the development of trade. The geographical situation of the town together with the flourishing trade turned Eski Dzhoumaya into a market town where goods from the advanced west European countries, Russia and the Mediterranean region were traded.The old name of the town is a combination of two Turkish words: “eski” meaning old, “dzhoumaya” meaning Friday. At that time the town had an Oriental appearance and spirit. It was known for its annual spring trade fairs during which merchants and clients, local people and visitors, entertained themselves with wrestling tournaments and horse races.

In 1934 the town was granted a new name Targovishte which stands for the old trade and fair traditions of the place. The beauty of the old town can still be enjoyed in the famous Varosha neighborhood. Close to Targovishte is the unique rock formation called the Horse, the Derventska Cave with its stalactites and stalagmites, and the waterfall by the village of Prolaz, where the water gushing out of a Karst cave falls down from a height of 12 metres. In the vicinity of the town archeologists have discovered remains from settlements and necropolises dating back to the Antiquity and the Middle Ages.

In Targovishte today there is machine building and food industry, woodworking and manufacture of furniture. Targovishte and its region are famous for the vine-growing and wine-production, especially renowned are Targovishte Chardonnay and Muscat wines.