Tourexpi
UN Tourism Global Conference on Wine Tourism Showcases the Power of Culture and Creativity
The UN Tourism Global Conference on Wine Tourism, held
on 6–7 October 2025 in Plovdiv, highlighted the growing role of wine tourism as
a bridge between culture, innovation, and sustainable development.
Under the theme “The Art of Wine Tourism,” the
conference explored how winemaking traditions, artistic expression, and local
identity can combine to create new opportunities for regional growth, job
creation, and cultural preservation.
A city where heritage meets innovation
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 celebrated Bulgaria’s ancient wine heritage and
its vibrant modern industry. The host destination illustrated how heritage and
modernity can coexist to attract travelers, entrepreneurs, and creative
professionals.
UN Tourism Secretary-General Zurab Pololikashvili
emphasized the sector’s multidimensional value:
“Taste, culture, and place come together in wine
tourism. Now we see innovation and creativity shaping the sector. By bringing
together policymakers and industry leaders, we make wine tourism a driver of
economic growth, cultural preservation, and opportunity—especially for
winemaking communities.”
Bulgaria’s perspective: wine as living culture
Miroslav Borshosh, Bulgaria’s Minister of Tourism,
described the event as both a recognition and an inspiration:
“Wine is culture, history, and identity – a living
connection between the land and the people. Combining wine with tourism allows
us to tell Bulgaria’s story in a new, modern, and exciting way.”
A regional platform for collaboration
The conference welcomed over 300 participants from 27
countries, including destination managers, academics, entrepreneurs, and
industry professionals. High-level panels, masterclasses, and immersive site
visits showcased best practices in policy, product development, communication,
and talent cultivation within the global wine tourism sector.
A special policy session brought together officials
from the Ministries of Tourism of Bulgaria, Greece, and Montenegro, alongside
the Türkiye Tourism Promotion and Development Agency (TGA) and the UNESCO
Regional Office in Sofia. Participants underscored the importance of coordinated
regional strategies to strengthen infrastructure, diversify tourism products,
and boost marketing capacity, ensuring that wine tourism remains a catalyst for
sustainable development across Southeastern Europe.
Image
Credit: © UN Tourism
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