site.btaUN Tourism Opens 9th Global Conference on Wine Tourism in Plovdiv

The 9th UN Tourism Global Conference on Wine Tourism officially opened in Plovdiv on Monday. The conference featured a dynamic programme of thematic discussions, expert presentations, masterclasses and specialized tours. 

Bulgarian wine and cuisine are a hidden treasure, said UN World Tourism Organization Secretary-General Zurab Pololikashvili. He emphasized that gastronomy and wine are fundamental to the tourist experience and that Bulgaria has something to offer in this regard. He noted that Bulgarian wine and Bulgarian cuisine are not as well known as they deserve which is why they are a hidden treasure that will be discovered by tourists internationally, adding that Bulgarian folk music is an exceptional wealth and together with wine and cuisine, the country has all the elements necessary for cultural tourism.

The area of ​​vineyards in Bulgaria amounts to over 55,570 hectares, with 61% of them with wine varieties and protected designation of origin, as well as a protected geographical indication, Agriculture and Food Minister Georgi Tahov said. He pointed out that 363 wineries operate in Bulgaria and in 2024 alone, over 67.2 million litres of wine were produced in the country. "Wine is part of our history, our culture. Bulgaria is an established producer that meets the general requirements for quality and protection of origin", he emphasized, adding that Bulgaria has a very wide variety of climate conditions, relief, soils, which create excellent conditions for viticulture and winemaking.

Thanks to joint efforts with the Secretary-General of the UN World Tourism Organization, Zurab Pololikashvili, Bulgaria has accepted the responsibility of hosting one of the largest and most important conferences in world tourism, Tourism Minister Miroslav Borshosh said. "Just as grapes are gradually built up to become good wine, so too have our two teams managed to organize this conference," he noted.

Events related to cultural, historical and wine tourism are leading in terms of tourism in Plovdiv, and therefore caring for cultural heritage is an important priority, Plovdiv Mayor Kostadin Dimitrov said. He pointed out that the conference is an opportunity to show the world the potential of Plovdiv with all the ingredients of the tourism brand, as the city combines authenticity and innovation, history and future. "We have set a 10% increase in spending on culture, which makes us leaders at the national level," Dimitrov emphasized, adding that over 900 forums and events are organized in the city, with Plovdiv becoming increasingly attractive with its numerous wine festivals.

Wine tourism is of utmost importance for the development of sustainable tourism, because it is a tourism of experience, of family business, of keeping young people in their hometowns, said Deputy Tourism Minister Irena Georgieva. She noted that this is a special type of tourism that builds on the others and that Bulgarian tourism can become year-round and sustainable.

Georgieva pointed out that wine tourism stimulates small communities, adding that the challenges facing it are the same as those facing other types of tourism. She emphasized that the efforts of the public and private sectors are important.

Winemaking has been a tradition in Greece since ancient times, Deputy Tourism Minister of Greece Anna Karamanli said. Wine has been a major part of daily nutrition, a central element of philosophical discussions during the symposia, she noted, adding that wine tourism in Greece is a strategic tool for sustainable development; it is a comprehensive network of infrastructure and activities with visits to wineries as its main axes.

The BLEND concept, which aims to showcase Bulgarian wine and wine tourism, was presented by Krasimira Kodukova from the Bulgarian Association of Wine Professionals. She pointed out that BLEND stands for Bulgaria, Love, Experience, Nature and Discovery, showcasing the richness of Bulgarian wine and culture. The concept will be presented during the conference in the various panels and master classes. A promotional book containing information about Bulgaria as a wine producer and all nine wine regions through their local varieties, historical and natural landmarks and wine cellars will be shown as well.

Bulgarian News Agency Director General Kiril Valchev presented the Secretary General of the UN World Tourism Organisation, Zurab Pololikashvili, with the BTA’s New BG Wine Leads the Way publication featuring 110 Bulgarian wineries, presented through their new harvest in September. “Thanks to the Ministry of Tourism, these reports are published in Bulgarian and English,” Valchev said. The publication, released on Saturday, was printed with the support of the Ministry of Tourism. It highlights 110 Bulgarian wineries, categorized by wine regions: Northwestern Bulgaria, Central Danubian Plain, Northern Black Sea, Southern Black Sea, Sakar and Eastern Rhodopes, Eastern Thrace, Western Thrace and the Rose Valley, and the Struma Valley.

A Memorandum of Cooperation between UN Tourism and the Plovdiv University of Food Technology was signed during the conference as well. "To be able to sign such an agreement between the most influential World Tourism Organization and one of the most influential universities in Bulgaria and in Plovdiv is an extraordinary achievement", Tourism Minister Miroslav Borshosh said. "We started with dozens and hundreds of scholarships for our most talented Bulgarians who want to develop at a world-class level in tourism. Now, with this signature, I think we have opened a track through which Bulgarians will receive the necessary world-class education", he emphasized.

The 9th UN Tourism Global Conference on Wine Tourism is themed  "The Art of Wine Tourism". It takes place on October 6 and 7, and highlights the multi-faceted relationship between wine tourism and the arts, positioning both as vital tools for protecting heritage, promoting creativity and enhancing the attractiveness of rural and wine-producing destinations. Participants engage with policy makers, representatives of tourist destinations, entrepreneurs, researchers and specialists from around the world.