diff --git a/cmake/qemu/CMakeLists.txt b/cmake/qemu/CMakeLists.txt
index 03a654ef97c..ccf1116f6a0 100644
--- a/cmake/qemu/CMakeLists.txt
+++ b/cmake/qemu/CMakeLists.txt
@@ -22,6 +22,14 @@ if(EMU_PLATFORM)
     endif()
   endif()
 
+  # Add a BT serial device when building for bluetooth, unless the
+  # application explicitly opts out with NO_QEMU_SERIAL_BT_SERVER.
+  if(CONFIG_BT)
+    if(NOT NO_QEMU_SERIAL_BT_SERVER)
+      list(APPEND QEMU_FLAGS -serial unix:/tmp/bt-server-bredr)
+    endif()
+  endif()
+
   if(QEMU_NET_STACK)
     list(APPEND qemu_targets
       client
diff --git a/samples/bluetooth/central/CMakeLists.txt b/samples/bluetooth/central/CMakeLists.txt
index d625a83262b..a2659f105a5 100644
--- a/samples/bluetooth/central/CMakeLists.txt
+++ b/samples/bluetooth/central/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 target_sources(app PRIVATE
   src/main.c
 )
diff --git a/samples/bluetooth/central_hr/CMakeLists.txt b/samples/bluetooth/central_hr/CMakeLists.txt
index a1000bf8d5c..37764b00b3d 100644
--- a/samples/bluetooth/central_hr/CMakeLists.txt
+++ b/samples/bluetooth/central_hr/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 FILE(GLOB app_sources src/*.c)
 target_sources(app PRIVATE ${app_sources})
 
diff --git a/samples/bluetooth/eddystone/CMakeLists.txt b/samples/bluetooth/eddystone/CMakeLists.txt
index d625a83262b..a2659f105a5 100644
--- a/samples/bluetooth/eddystone/CMakeLists.txt
+++ b/samples/bluetooth/eddystone/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 target_sources(app PRIVATE
   src/main.c
 )
diff --git a/samples/bluetooth/handsfree/CMakeLists.txt b/samples/bluetooth/handsfree/CMakeLists.txt
index a1000bf8d5c..37764b00b3d 100644
--- a/samples/bluetooth/handsfree/CMakeLists.txt
+++ b/samples/bluetooth/handsfree/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 FILE(GLOB app_sources src/*.c)
 target_sources(app PRIVATE ${app_sources})
 
diff --git a/samples/bluetooth/hci_spi/CMakeLists.txt b/samples/bluetooth/hci_spi/CMakeLists.txt
index 5312f470839..99226c4bea8 100644
--- a/samples/bluetooth/hci_spi/CMakeLists.txt
+++ b/samples/bluetooth/hci_spi/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 FILE(GLOB app_sources src/*.c)
 target_sources(app PRIVATE ${app_sources})
 
diff --git a/samples/bluetooth/ipsp/CMakeLists.txt b/samples/bluetooth/ipsp/CMakeLists.txt
index ceecc3b697e..f5f5245b085 100644
--- a/samples/bluetooth/ipsp/CMakeLists.txt
+++ b/samples/bluetooth/ipsp/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 target_sources(app PRIVATE
   src/main.c
 )
diff --git a/samples/bluetooth/mesh/CMakeLists.txt b/samples/bluetooth/mesh/CMakeLists.txt
index 348a75e1724..7c9bf64261b 100644
--- a/samples/bluetooth/mesh/CMakeLists.txt
+++ b/samples/bluetooth/mesh/CMakeLists.txt
@@ -1,4 +1,4 @@
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr -s)
+set(QEMU_EXTRA_FLAGS -s)
 
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
diff --git a/samples/bluetooth/mesh_demo/CMakeLists.txt b/samples/bluetooth/mesh_demo/CMakeLists.txt
index dc46ded98de..adc8d0fc131 100644
--- a/samples/bluetooth/mesh_demo/CMakeLists.txt
+++ b/samples/bluetooth/mesh_demo/CMakeLists.txt
@@ -1,4 +1,4 @@
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr -s)
+set(QEMU_EXTRA_FLAGS -s)
 
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
diff --git a/samples/bluetooth/peripheral/CMakeLists.txt b/samples/bluetooth/peripheral/CMakeLists.txt
index 08e17d47eb7..3177fd301da 100644
--- a/samples/bluetooth/peripheral/CMakeLists.txt
+++ b/samples/bluetooth/peripheral/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 target_sources(app PRIVATE
   src/main.c
   src/hrs.c
diff --git a/samples/bluetooth/peripheral_csc/CMakeLists.txt b/samples/bluetooth/peripheral_csc/CMakeLists.txt
index a1000bf8d5c..37764b00b3d 100644
--- a/samples/bluetooth/peripheral_csc/CMakeLists.txt
+++ b/samples/bluetooth/peripheral_csc/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 FILE(GLOB app_sources src/*.c)
 target_sources(app PRIVATE ${app_sources})
 
diff --git a/samples/bluetooth/peripheral_dis/CMakeLists.txt b/samples/bluetooth/peripheral_dis/CMakeLists.txt
index a1000bf8d5c..37764b00b3d 100644
--- a/samples/bluetooth/peripheral_dis/CMakeLists.txt
+++ b/samples/bluetooth/peripheral_dis/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 FILE(GLOB app_sources src/*.c)
 target_sources(app PRIVATE ${app_sources})
 
diff --git a/samples/bluetooth/peripheral_esp/CMakeLists.txt b/samples/bluetooth/peripheral_esp/CMakeLists.txt
index 943a4216ca3..f4629d86b42 100644
--- a/samples/bluetooth/peripheral_esp/CMakeLists.txt
+++ b/samples/bluetooth/peripheral_esp/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 target_sources(app PRIVATE
   src/main.c
   src/bas.c
diff --git a/samples/bluetooth/peripheral_hids/CMakeLists.txt b/samples/bluetooth/peripheral_hids/CMakeLists.txt
index a1000bf8d5c..37764b00b3d 100644
--- a/samples/bluetooth/peripheral_hids/CMakeLists.txt
+++ b/samples/bluetooth/peripheral_hids/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 FILE(GLOB app_sources src/*.c)
 target_sources(app PRIVATE ${app_sources})
 
diff --git a/samples/bluetooth/peripheral_hr/CMakeLists.txt b/samples/bluetooth/peripheral_hr/CMakeLists.txt
index a1000bf8d5c..37764b00b3d 100644
--- a/samples/bluetooth/peripheral_hr/CMakeLists.txt
+++ b/samples/bluetooth/peripheral_hr/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 FILE(GLOB app_sources src/*.c)
 target_sources(app PRIVATE ${app_sources})
 
diff --git a/samples/bluetooth/peripheral_sc_only/CMakeLists.txt b/samples/bluetooth/peripheral_sc_only/CMakeLists.txt
index d625a83262b..a2659f105a5 100644
--- a/samples/bluetooth/peripheral_sc_only/CMakeLists.txt
+++ b/samples/bluetooth/peripheral_sc_only/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 target_sources(app PRIVATE
   src/main.c
 )
diff --git a/samples/bluetooth/scan_adv/CMakeLists.txt b/samples/bluetooth/scan_adv/CMakeLists.txt
index a1000bf8d5c..37764b00b3d 100644
--- a/samples/bluetooth/scan_adv/CMakeLists.txt
+++ b/samples/bluetooth/scan_adv/CMakeLists.txt
@@ -1,8 +1,6 @@
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-set(QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 FILE(GLOB app_sources src/*.c)
 target_sources(app PRIVATE ${app_sources})
 
diff --git a/tests/bluetooth/bluetooth/CMakeLists.txt b/tests/bluetooth/bluetooth/CMakeLists.txt
index 443d3d49be7..55984c64e97 100644
--- a/tests/bluetooth/bluetooth/CMakeLists.txt
+++ b/tests/bluetooth/bluetooth/CMakeLists.txt
@@ -1,3 +1,5 @@
+set(NO_QEMU_SERIAL_BT_SERVER 1)
+
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
diff --git a/tests/bluetooth/tester/CMakeLists.txt b/tests/bluetooth/tester/CMakeLists.txt
index b607b23e17f..9a9afe8ba18 100644
--- a/tests/bluetooth/tester/CMakeLists.txt
+++ b/tests/bluetooth/tester/CMakeLists.txt
@@ -1,11 +1,10 @@
 set(CONF_FILE default.conf)
 
+LIST(APPEND QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-stack-tester)
+
 include($ENV{ZEPHYR_BASE}/cmake/app/boilerplate.cmake NO_POLICY_SCOPE)
 project(NONE)
 
-LIST(APPEND QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-stack-tester)
-LIST(APPEND QEMU_EXTRA_FLAGS -serial unix:/tmp/bt-server-bredr)
-
 zephyr_library_include_directories($ENV{ZEPHYR_BASE}/samples/bluetooth)
 target_sources(app PRIVATE
     src/main.c