Set against the backdrop of historic Plovdiv, one of the world's oldest continuously inhabited cities and European Capital of Culture in 2019, the Conference bridged innovation and tradition. With thousands of years of winemaking roots and a dynamic contemporary scene, Bulgaria provided a fitting example of how wine tourism can unite heritage and modernity to inspire professionals and visitors alike.
UN Tourism Secretary-General Zurab Pololikashvili said: "Taste, culture, and place come together in wine tourism. And now, we see innovation and creativity shaping the sector. By bringing together policy makers and industry leaders, we make wine tourism as a driver of economic growth, cultural preservation, and opportunity for all, especially those in winemaking communities."
Minister of Tourism of Bulgaria Miroslav Borshosh said: "For Bulgaria, this conference is not just a recognition of what has been achieved, but also an inspiration for further sustainable development. Wine is culture, history, and identity - a living connection between the land and the people. Its combination with tourism gives us the opportunity to tell the story of Bulgaria in a new, modern, and exciting way."
Wine Tourism as a Driver of Sustainable Development
Bringing together more than 300 participants from 27 countries, the Conference featured high-level panels, masterclasses, and immersive site visits. It offered a platform for destinations, academics, entrepreneurs, wineries, and tourism professionals to exchange knowledge and good practices in wine tourism with a focus on the areas of policy, product development, communication and talent.
A high-level policy session brought together representatives from the Ministries of Tourism of Bulgaria, Greece and Montenegro, as well as from the Türkiye Tourism Promotion and Development Agency (TGA) and the UNESCO Regional Office in Sofia, to foster regional development. Coordinated policy approaches were underlined as essential to strengthen infrastructure, diversify products, and improve marketing, ensuring that wine tourism effectively advances the goals of sustainable tourism development.
