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9th UN Tourism Global Conference on Wine Tourism Closes in Plovdiv

Filip Pavlov, BTA correspondent Presiana Valkanova
9th UN Tourism Global Conference on Wine Tourism Closes in Plovdiv
9th UN Tourism Global Conference on Wine Tourism Closes in Plovdiv
Second day of the 9th UN Tourism Global Conference on Wine Tourism in Plovdiv, South Central Bulgaria, October 7, 2025 (BTA Photo/Boyan Botev)
Plovdiv, South Central Bulgaria,  
07.10.2025 17:51
 (BTA)
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Excellent wine practices and global trends in wine tourism were among the topics on the second and last day of the 9th UN Tourism Global Conference on Wine Tourism here on Tuesday.

Wine is the best way to pause time and capture it in a bottle, Spanish winemaker and owner of the Bodegas Valdelana winery Juan Jesus Valdelana said. He first presented a video telling the story of creation and development of the winery, and shared practices that they apply in developing wine tourism and attracting consumers. "We are dedicated to people and to wine and to everything we produce. There is nothing better than bringing pleasure and joy to someone. What we want to create is a special feeling and memory that will stay with you," he emphasized.

The main priorities for the development of wine tourism are related to better education, sustainability, cooperation and communications, according to a survey conducted on the second day of the conference. Sandra Carvao, Director of Market Intelligence, Policies and Competitiveness at UN Tourism, carried out the survey among participants in the conference, who highlighted coordination across the wine sector, changing consumer preferences, and digitalization as the biggest challenges facing wine tourism today.

The From Industry to Industry project was presented by Gergely Szolnoki, Professor of Market Research at Hochschule Geisenheim University, Germany. The results of the project are based on a survey conducted among over 300 wineries from all over the world, with the aim to summarize data on global trends in wine tourism. "We provide information on the current situation and good practices," Szolnoki said.

Enodigital President Emanuele Trono gave a lecture on the role of social media and emerging technologies in the development of wine tourism. He pointed out that creative storytelling and sensory design are changing the way wine tourism is perceived and promoted. From impactful media and interactive exhibitions to digital narratives and multi-sensory journeys, the lecture presented how destinations and wineries can create experiences for visitors that give due recognition to terroir, attract an international audience and honour local culture.

Training needs are expressed in language learning, so when people connect with one another, it is good to speak a common language, said Vanina Manini Williams, Experience Manager at Finca El Paraiso by Luigi Bosca Winery (Argentina). "We often have visitors from Brazil, so all our employees speak Portuguese," she added while showcasing how skills development and training need to adapt to support the new generation of wine tourism professionals. She noted that the reason for this is that as wine tourism becomes a more complex and multidimensional sector, the need for targeted education and capacity building is becoming stronger.

Wine is more than a drink, it is a language of wine and hospitality, which has united people as a community, Deputy Tourism Minister Irena Georgieva said during the closing ceremony of the event. "The conference was a journey through ideas, tastes and cultures. During these two days, we discussed how to combine tradition with innovation and how to turn local identity into a global force. Our work does not end after this conference. From now on, real actions will follow that will give value to everything we discussed," emphasized Georgieva.

The 9th UN Tourism Global Conference on Wine Tourism was themed "The Art of Wine Tourism". It took place on October 6 and 7, and highlighted 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 engaged with policy makers, representatives of tourist destinations, entrepreneurs, researchers and specialists from around the world.

/DS/

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By 02:44 on 10.10.2025 Today`s news

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