For the First Time in Bulgaria – The 9th UN Tourism Global Conference on Wine Tourism will be held in Plovdiv, 6–7 October 2025

At an official press conference in Plovdiv, the Minister of Tourism, Miroslav Borshosh, announced the highlights of the upcoming 9th UN Tourism Global Conference on Wine Tourism, themed “The Art of Wine Tourism,” which will take place in Plovdiv from 6 to 7 October 2025, with the participation of Zurab Pololikashvili, Secretary-General of UN Tourism. The press event brought together representatives of local authorities, UN Tourism, the academic community, and Bulgarian partners, including Kostadin Dimitrov, Mayor of the host city; Ivaylo Kracholov, Mayor of Chirpan Municipality; Iva Valtcheva, Mayor of Hisarya Municipality; Prof. Dr. Plamen Mollov, Director of the Institute for Systemic Innovations in Food and Wine at the University of Food Technologies – Plovdiv; Sandra Carvão, Director of Market Intelligence, Policies and Competitiveness at UN Tourism; Pilar Rodríguez, Chilean chef and UN Tourism Ambassador for Gastronomy Tourism; Gergana Todorova, founder of WineTours.bg – the first digital platform promoting Bulgaria’s wine regions and culture; Petya Minkova, Chairperson of the Bulgarian Wine Tourism Organization; Zhivko Enchev, Chairperson of the Bulgarian Association of Wine Professionals; and Emil Koralov, member of the association’s Management Board.

Minister of Tourism Miroslav Borshosh emphasized that the event represents recognition of Bulgaria’s efforts in the field of tourism and a significant step toward establishing wine tourism as a strategic priority. “Hosting the 9th Global Conference on Wine Tourism in Bulgaria is a true acknowledgment for our country. This is the world’s largest forum dedicated entirely to discussions about wine tourism. The very fact that the conference is taking place here shows that Bulgarian wine tourism is now looking toward international markets and is positioning itself alongside other established global destinations. This is a major step forward for the development of the sector. Through wine, gastronomy, and cultural heritage, Bulgaria can shape a distinctive identity on the global tourism map. Over the years, our winemakers have raised the quality of Bulgarian wine to high international standards, and when they combine that with a rich tourism experience, they achieve even greater success. That is why, together with local authorities and the industry, we support this sector and the people who build the image of Bulgaria,” stated Minister Borshosh.

Sandra Carvão, Director of Market Intelligence, Policies and Competitiveness at UN Tourism, emphasized that the decision for Bulgaria to host the event after countries such as Argentina, Chile, Spain, and Italy is a strong recognition of Bulgaria’s place in global tourism. “Bulgaria is a wonderful host. This conference will not only strengthen the positioning of wine tourism here, but will also enhance the country’s role in the global development of tourism. Bulgaria is among the leaders in Europe in tourism revenue, and events like this create new jobs, support businesses, and promote regional cohesion. It is precisely wine tourism that allows the benefits of tourism to reach inland areas and local communities, distributing them more evenly,” she emphasized.

The Chilean chef and UN Tourism Ambassador for Gastronomic Tourism, Pilar Rodríguez, shared: “There is no true wine tourism without food. The combination of wine and gastronomy awakens all the senses and makes the experience much deeper and more authentic.”

Plovdiv’s Mayor Kostadin Dimitrov stated that the forum is a historic opportunity both for the city and for Bulgaria. He emphasized that the Conference is not just a form of promotion, but also a message and opportunity — for Plovdiv to become a recognizable face of wine tourism on a global scale. “The city preserves millennia-old traditions, yet remains open to the future — that’s why it is a natural stage for such a forum,” he added.

 Ivaylo Kracholov, Mayor of Chirpan, recalled the municipality’s journey — from the first steps in developing a tourism strategy five years ago to its establishment as a destination rich in traditions, festivals, and new initiatives such as the “Winegrowers’ Routes.” He pointed out that Chirpan combines winemaking, culture, and events, is developing camper and camping tourism with the support of the Ministry of Tourism, and is ready to offer a competitive product on the international market.

 Hisarya’s Mayor, Iva Valcheva, emphasized that wine tourism goes hand in hand with balneo and spa tourism, and that municipalities — regardless of their size — must work together to position Bulgaria as a world-class destination.

Gergana Todorova, founder of the platform WineTours.bg, highlighted that the conference is an opportunity to present Bulgaria as a year-round wine destination: “Our regions have stories and wines that deserve to be told to the world.”

Petya Minkova, Chair of the Bulgarian Organization for Wine Tourism, pointed out that the global trend and current interest in wine tourism are focused on local, indigenous, and unique grape varieties, and that Bulgaria has an extraordinary amount to offer in this direction.

Prof. Dr. Plamen Mollov, Director of the Institute for Systemic Innovations in Food and Wine at the University of Food Technologies – Plovdiv, announced that tomorrow a memorandum of cooperation will be signed between UFT and the UN Tourism Academy, through which the university will become the 11th official partner of the academy worldwide. “This is a tremendous honor for Bulgaria and for Plovdiv. We will have the opportunity to develop educational programs, train young professionals, and invite global leaders and experts. Thanks to this agreement, students and businesses will gain direct access to international experience and know-how,” said Prof. Mollov, personally thanking Minister Borshosh for his support.

Zhivko Enchev, Chair of the Bulgarian Association of Wine Professionals, emphasized the mission of the association — the prosperity of Bulgarian wine, its promotion and establishment as an important and distinctive element of wine tourism in Bulgaria. He, in turn, thanked the Minister of Tourism for the strong cooperation and support in this direction.

The program of the 9th Global Conference on Wine Tourism includes plenary sessions, thematic discussions, masterclasses in Plovdiv’s iconic cultural venues, an opera performance at the Ancient Theatre, and visits to wineries across the country. “With today’s press conference, Bulgaria declares its readiness to host the global wine elite. I am confident that Plovdiv will become not only a stage for ideas but also a source of inspiration for the future of wine tourism,” concluded Minister Miroslav Borshosh.