UN Tourism Global Conference on Wine Tourism Highlights the Value of Culture
The UN Tourism Global Conference on Wine Tourism took place in Plovdiv, Bulgaria, on 6–7 October 2025, under the theme “The Art of Wine Tourism.” The event explored the deep connections between wine tourism, art, and culture, emphasizing its growing role as a catalyst for innovation, job creation, and regional development.
Set against the historic backdrop of Plovdiv—one of the world’s oldest continuously inhabited cities and European Capital of Culture in 2019—the conference successfully bridged innovation and tradition. With thousands of years of winemaking heritage and a thriving contemporary scene, Bulgaria stood as a prime example of how wine tourism can unite heritage and modernity to inspire both professionals and travelers.
UN Tourism Secretary-General Zurab Pololikashvili said: “Taste, culture, and place come together in wine tourism. And now, we see innovation and creativity shaping the sector. By bringing together policy makers and industry leaders, we make wine tourism a driver of economic growth, cultural preservation, and opportunity for all, especially those in winemaking communities.”
Miroslav Borshosh, Bulgaria’s Minister of Tourism, added: “For Bulgaria, this conference is not just a recognition of what has been achieved, but also an inspiration for further sustainable development. Wine is culture, history, and identity – a living connection between the land and the people. Its combination with tourism gives us the opportunity to tell the story of Bulgaria in a new, modern, and exciting way.”
Wine Tourism as a Driver of Sustainable Development
Gathering more than 300 participants from 27 countries, the conference featured high-level panels, masterclasses, and immersive site visits, creating a global platform for destinations, academics, entrepreneurs, wineries, and tourism professionals to share best practices. Key topics included policy development, product diversification, communication, and talent cultivation within the wine tourism sector.
A high-level policy session united representatives from the Ministries of Tourism of Bulgaria, Greece, and Montenegro, as well as the Türkiye Tourism Promotion and Development Agency (TGA) and the UNESCO Regional Office in Sofia, to advance regional cooperation. The discussions underscored the importance of coordinated policy approaches to enhance infrastructure, diversify tourism offerings, and strengthen marketing efforts — ensuring that wine tourism contributes meaningfully to the United Nations’ goals for sustainable tourism development.
