Tourexpi
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
The most interesting news


Hilton and Sun Group expand partnership to transform Vietnam’s hospitality sector
Five new hotels and nearly 1,800 rooms to double Hilton’s presence in Vietnam by 2027


Türkiye’s airports serve 187,4 million passengers in first nine months of 2025
Average of 686,000 travelers per day as air traffic rises 7.6% year-on-year


3 in 5 Brits would choose a multi-generational cruise holiday, says Marella Cruises survey
Family time and flexibility top the list of reasons for cruising together across generations


Germany Leads Europe in Nation Brands Index 2025
Germany maintains its strong international reputation, ranking second globally and first in Europe in the Anholt Nation Brands Index 2025 – with culture and tourism as key strengths


Hapag-Lloyd Cruises Unveils 2028 Voyages Across All Seven Continents
With 127 routes spanning the globe, Hapag-Lloyd Cruises invites travellers to discover the world’s most extraordinary destinations aboard its award-winning luxury and expedition fleet


TUI Launches First-of-Its-Kind Cabin Crew Apprenticeship for 2026
Starting in March 2026, TUI’s pioneering Cabin Crew Apprenticeship redefines aviation training—offering young people a faster, more inclusive route into the skies


Emirates opens the Centre of Hospitality Excellence to train 25,000 cabin crew
Emirates has inaugurated the Emirates Centre of Hospitality Excellence, a new USD 8 million facility in Dubai dedicated to elevating the airline’s cabin crew training to the highest standards of global luxury hospitality


Star Alliance Los Angeles Lounge named North America’s leading airport lounge
Prestigious World Travel Awards 2025 recognises the LAX lounge once again for its design, service and guest experience


The Lufthansa Group–Singapore Airlines Joint Venture welcomes Brussels Airlines
The Lufthansa Group and Singapore Airlines have announced the expansion of their long-standing Joint Venture through the addition of Brussels Airlines (SN)


New Flight Routes Spark 90 Percent Surge in China–Vietnam Travel Interest
Agoda data shows soaring demand for travel between China and Vietnam following new direct flight connections between major cities such as Hanoi, Shanghai, Chengdu, and Xi’an


RIU Hotels & Resorts reopens the fully refurbished Hotel Riu Guanacaste in Costa Rica
RIU Hotels & Resorts has announced the reopening of the Hotel Riu Guanacaste after a complete refurbishment that elevates the resort’s design, comfort, and guest experience


Thailand Showcases Global Leadership in Inclusive Tourism at WSAT 2025
At the World Summit on Accessible Tourism in Turin, the Tourism Authority of Thailand (TAT) highlighted the country’s pioneering role in advancing accessibility, empathy, and innovation in tourism for all


MICE Thailand: IMPACT Exhibition and Convention Center Expands with Hilton-Branded Hotel
Two new hotels with 1,000 rooms will open in the first phase of IMPACT’s expansion, aiming for a total of 5,000 rooms to position Muang Thong Thani as a top-tier international MICE destination


Sun Princess named #1 mega cruise ship in Condé Nast Traveler’s 2025 Readers’ Choice Awards
Princess Cruises flagship wins top honour for the second consecutive year


Kempinski Hotels honoured in Condé Nast Traveller’s 2025 Readers’ Choice Awards
Five Kempinski properties ranked among the world’s best, reflecting the group’s legacy of timeless elegance, cultural depth and heartfelt service


IHG Hotels & Resorts accelerates voco expansion across Southern Europe
IHG’s fastest-growing premium brand adds nine new properties across France, Italy, Portugal, Spain, and Türkiye – expanding its regional presence with over 1,000 new rooms


France, Spain, Germany, the UK and Greece remain Europe’s weakest air traffic control systems
Over 30 million passengers in 2025 affected by mismanagement and staff shortages / Ryanair calls on Ursula von “Derlayed-Again” to fix Europe’s broken air traffic control – or step down


Royal Caribbean unveils Legend of the Seas: the next level of family adventure
With 28 dining options, spectacular new entertainment, and record-breaking onboard experiences, Royal Caribbean’s newest ship sets sail for Europe in July 2026 before making its grand Caribbean debut later that year


Agoda: Event Tourism Drives Growing Travel Interest in Thailand
BLACKPINK concert and major festivals boost domestic and international bookings across the country


IHG Hotels & Resorts expands into Iceland with first Candlewood Suites property in Reykjavik
New signing marks IHG’s Nordic growth momentum and continued European expansion of its extended stay portfolio


Amazing Thailand Mid-Autumn Night 2025 Celebrates 50 Years of Thailand–China Friendship
The Tourism Authority of Thailand marks five decades of diplomatic relations with a nationwide cultural and tourism showcase, uniting Thai and Chinese traditions under the “Nihao Month” campaign
