The town of Popovo has a population of 17 000 inhabitants and lies at a distance of 37 km northwest of Targovishte. Popovo is a municipal centre of 34 settlements. It is the second biggest town in the district. The relief of the predominant part of the town is of hills, fields and plateaus with an altitude varying from 130 to 485 metres which is favourable for the growing of grains, technical cultures, vegetables and cattle breeding.

There are 40 settlement mounds, 70 burial mounds and over 50 ancient and medieval fortresses on the territory of the municipality. Until 1880 the settlement has had a population of 1100 inhabitants. Its development is due to the construction of the railway line Sofia-Varna. At the beginning of XX c. Popovo is granted with administrative functions which further contributes to its development. There are preserved architectural monuments from XX c. in the town. The southeastern part of the municipality is covered with centuries-old forests. The region of the municipality has many facilities for hunting and fishing tourism.