site.btaTourism Ministry Launches National Campaign to Promote Bulgarian Wine Tourism

Tourism Minister Miroslav Borshosh officially launched the Tourism Ministry’s national campaign Wine Leads the Way at an event held Tuesday at the Bulgarian News Agency (BTA) National Press Club in Sofia. The campaign aims to promote wine tourism across Bulgaria.

As part of the initiative, BTA is introducing a new section titled New BG WINE Leads the Way, dedicated to news from Bulgarian wineries throughout 2025. Minister Borshosh expressed his gratitude to BTA for its significant involvement in shaping the vision and strategy for the development of Bulgarian wine tourism.

The campaign comes in the lead-up to the 9th UN Tourism Global Conference on Wine Tourism, which will be hosted by Plovdiv. The event is organized by the Tourism Ministry in partnership with the UN World Tourism Organization (UNWTO). According to Borshosh, hosting the conference marks a major step in putting Bulgaria on the global wine tourism map.

For many years, wine tourism in Bulgaria has developed independently, with little government support. We aim to change this, Borshosh said, adding that Bulgarian wine is of exceptionally high quality.

He commended the collaboration among wine producers who are actively engaged in wine tourism and highlighted the establishment of the Bulgarian Organization for Wine Tourism (BOWT) as a crucial step forward.

Borshosh also announced plans for Bulgaria’s first national conference on wine tourism, organized jointly by the Ministries of Tourism and Agriculture and Food. The event will bring together participants from across the sector to assess the current state of wine tourism, identify needed support, and draw a course for its future.

“Following the Global Conference, we’ll evaluate our local positioning, what we offer, where we stand compared to leading European wine tourism destinations, and how we can improve,” Borshosh said.

He emphasized that investment in wine tourism is already showing promise under the Ministry’s new leadership. “Wine tourism attracts high-value visitors, supports regional development, and strengthens an important sector of our economy.”

Concluding, Borshosh expressed optimism that this marks the beginning of a highly visible campaign that will enhance both domestic and international tourism in Bulgaria. “This synergy between the state, local authorities, and industry will yield strong results, especially when united by a shared vision and strategy,” he said.