Chepelare is the principal town in Chepelare Municipality, part of Smolyan Province in Southern Bulgaria. It is situated in the central part of the Rhodopes, on the banks of Chepelare River. Chepelare is a popular winter resort with one of the longest ski runs in Southeastern Europe. It is located near Pamporovo, one of the biggest Bulgarian ski resorts. As of December 2009, the town has a population of 5,412 inhabitants.

The town is known for the only ski and snowboard factory in the Balkan peninsula. The factory cooperates with the ski brand Atomic Skis. Chepelare is also the birthplace of biathlete Ekaterina Dafovska, Bulgaria's only Winter Olympics gold medal winner. The local Sports School provides good conditions for young winter athletes.