Bulgaria is uncorking a bold strategy to embrace wine tourism year-round, weaving together heritage, taste, and experience. Tourism Minister Miroslav Borshosh is championing wine not just as a drink, but as a strategic complement to the nation’s tourist heartbeat, whether that’s serene valleys, culture-rich cities, or hidden terroirs.
The ministry and the Bulgarian Wine Tourism Organization are plotting out immersive wine routes across celebrated regions like the Rose Valley and Thracian tills (one of Europe’s oldest wine-making territories).
They are also forging local alliances, linking up producers and municipalities, and pledging a national promotional fund to spotlight Bulgaria’s vintages on the global stage.
Bulgaria will also host the 9th UN Tourism Global Conference on Wine Tourism in Plovdiv on October 6–7, 2025. This forum, shaped by UN Tourism and Bulgaria’s Ministry of Tourism, aims to elevate wine tourism through sustainability, heritage, and innovation. Attendees from around 160 countries are expected to gather, offering a global stage for Bulgarian wine regions.