UN Tourism Global Conference on Wine Tourism Showcases the Power of Culture and Creativity

International

Plovdiv event explores how wine, art, and heritage drive sustainable growth and innovation

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.