Bulgaria launches the National Campaign “Wine leads the way” to establish the country as a leading Wine Tourism Destination

The Ministry of Tourism, in partnership with the Bulgarian Association of Wine Professionals, the Bulgarian Organization for Wine Tourism, and the Bulgarian News Agency (BTA), launched the national campaign “Wine Leads the Way.” The initiative aims to promote wine tourism and build a modern image of Bulgaria as an attractive wine destination, blending culture, traditions, gastronomy, and unique experiences.

“Bulgaria has all the prerequisites to become a recognizable wine destination – with its unique grape varieties, millennia-old wine history, and rich cultural context. With this campaign, we aim not only to showcase our heritage but to turn it into a driver for new investments, regional development, and attracting tourists from around the world,” said Minister of Tourism Miroslav Borshosh at the launch event.

The Bulgarian News Agency also announced a new feature series titled “New BG WINE leads the way,” which throughout 2025 will cover news and trends from Bulgarian wineries. “Our ambition is to present as many wineries as possible ahead of the Global Conference on Wine Tourism and to promote the richness of Bulgarian winemaking,” said Kiril Valchev, Director General of BTA.

The campaign precedes one of the most significant international events in the sector – the 9th UN Tourism Global Conference on Wine Tourism It will take place in Plovdiv from 5–7 October 2025, organized by the Ministry of Tourism of the Republic of Bulgaria in partnership with the UN World Tourism Organization. Minister Borshosh expressed gratitude to Kostadin Dimitrov, Mayor of Plovdiv Municipality, for the exceptional cooperation in organizing the conference: “At the same time, we are aware that much work lies ahead for this type of tourism. That’s why we are here today, launching this campaign. Bulgarian winemaking is world-class. Combined with wine tourism, it provides tremendous support not only to winemakers but also to regional development and the overall tourism sector. I would like to once again thank BTA for joining this initiative on such a large scale in support of the sector. I hope this will mark the beginning of a campaign that will be highly visible and will help develop both domestic and international tourism in Bulgaria,” the minister added. According to the minister, hosting the Global Conference is recognition of Bulgaria’s growing role as a major player on the world’s wine tourism map and a chance to showcase its potential to international experts and professionals.

The city of Plovdiv, with its rich cultural heritage and modern wine-making practices, will be at the center of the program. On the eve of the conference, the city will gather wine professionals and enthusiasts from Bulgaria and abroad for a series of events. The Urban Wine Fest 2025 will take place from 3 to 5 October with free admission, offering an even stronger regional identity this year through a partnership with the “Plovdiv Wine Routes” Association. On 5 October, a special wine-tasting tour under the motto “A Glass of Wine Away from Plovdiv” will be organized, featuring 12 wineries from Western Thrace and the Rose Valley. Visitors will be able to taste three or more wines from local and international varieties at each winery, purchase products at preferential prices, and enjoy exclusive wine-and-gastronomy experiences at wineries offering accommodation. “We already know that wine tasting alone is not enough — the true experience comes when wine is combined with culture, traditions, and emotions. That is what creates lasting memories and makes Bulgaria an attractive wine destination,” said Petya Minkova, Chairperson of the Bulgarian Organization for Wine Tourism (BOWT).

Zhivko Enchev, Chairperson of the Bulgarian Association of Wine Professionals (BAWP), added that International Mavrud Day and urban wine festivals are examples of how joint efforts between institutions, municipalities, and associations create communities, promote local grape varieties, and make Bulgarian wine competitive on the global market.

The “Follow the Wine Route” campaign of the Ministry of Tourism aims to synchronize the efforts of institutions, local authorities, wine associations, and the tourism sector. This partnership seeks to establish Bulgaria as a leading wine and cultural destination, attracting high-end tourists and creating new opportunities for regional development while building a strong national brand.