The 9th UN Tourism Global Conference on Wine Tourism was officially opened in Plovdiv. The forum brings together representatives of international organizations, academia, institutions, winemakers, and tourism experts from around the world under the theme “The Art of Wine Tourism.” Over the two-day program, discussions will focus on sustainability, digitalization, cultural routes, and the integration of wine tourism into national development strategies, alongside thematic panels and masterclasses featuring international experts.

Minister of Tourism Miroslav Borshosh emphasized that hosting the conference marks a new starting point for the development of tourism in Bulgaria. “It is a true honor and excitement to be here together today. Plovdiv has the privilege and responsibility to be the stage for one of the most prestigious events in the world of tourism. This is a moment when we can show the true face of Bulgaria — an open, welcoming, and confident country that knows how to present itself to the world,” said Minister Borshosh.. He added that wine embodies all of this — it carries the soul of the people, the memory of the land, and the joy of life. “I am convinced that through this conference we will showcase the best we have to offer — our culture, history, traditions, and hospitality,” he concluded

UN Tourism Secretary-General Zurab Pololikashvili welcomed the guests with “Welcome to Plovdiv” and emphasized that wine tourism conferences are among the most inspiring and engaging forums. He thanked Bulgaria and the hosts for their excellent organization and noted that the main goal of the event is to present the country as the new face of wine and cultural tourism. According to him, while the world has long associated wine tourism with varieties like Bordeaux or Malbec, it is now time for Plovdiv and local grapes such as Mavrud to gain international recognition. Bulgaria offers a distinctive and authentic experience — one that begins right in Plovdiv.

The Mayor of the host city, Kostadin Dimitrov, welcomed the participants with the words: “Welcome to the oldest living city in Europe.” He emphasized that for Plovdiv, this is not merely a forum, but an opportunity to showcase the city’s unique character. “Plovdiv combines authenticity and antiquity, modernity and innovation, culture, history, and future. It is a cultural, educational, logistical, and industrial center that attracts tourists both through its heritage and the development of wine tourism. Plovdiv is the only Bulgarian city that is not only ancient but also eternally alive and dynamically evolving,” said Dimitrov.

Minister of Agriculture and Food Georgi Tahov also took part in the opening of the forum, emphasizing the importance of strong partnerships. He noted that cooperation between regions, tourism organizations, and winemakers from different countries can generate new ideas and define the future directions of wine tourism. According to him, this sector serves as a natural bridge between cultures, traditions, and economies, with the potential to bring communities together across borders.

As part of the event, the Ministry of Tourism presented its new guidebook, “Wine Routes of Bulgaria,” developed in collaboration with UN Tourism. The publication brings together the country’s main wine regions and offers a comprehensive overview of traditional grape varieties and the cultural and culinary experiences associated with them. Its aim is to inform travelers and to position Bulgaria as a year-round wine tourism destination.

During the opening of the conference, a Memorandum of Understanding was signed between UN Tourism and the University of Food Technologies – Plovdiv. The document envisions the creation of an International Academy for Tourism and Wine, which will develop educational programs, international specializations, and experience exchange initiatives. “This partnership unites the state, the academic community, and the international expertise of UN Tourism. It is an investment in the future — in young people, knowledge, and sustainable development which will serve as a bridge between science and business, between tradition and new technologies, and will give Bulgaria a new advantage on the global tourism map,” said Minister Borshosh.

The memorandum was signed by UN Tourism Secretary-General Zurab Pololikashvili and Prof. Dr. Galin Ivanov, Rector of the University of Food Technologies. The memorandum is valid until 2027 and includes specific initiatives aimed at developing human capital and linking academic education with practical tourism experience.