The Bulgarian Ministry of Tourism, in partnership with the Bulgarian Association of Wine Professionals, the Bulgarian Organization for Wine Tourism, and the Bulgarian News Agency (BTA), has 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 campaign precedes the 9th UN Tourism Global Conference on Wine Tourism, which will take place in Plovdiv from 5–7 October 2025, organized by the Ministry of Tourism in partnership with the UN World Tourism Organization. Minister Borshosh expressed gratitude to Kostadin Dimitrov, Mayor of Plovdiv Municipality, for the 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,” the minister added.
BTA 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.
On the eve of the conference, Plovdiv will host a series of events. The Urban Wine Fest 2025 will take place from 3 to 5 October with free admission, featuring 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 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.
Zhivko Enchev, Chairperson of the Bulgarian Association of Wine Professionals, 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.
Why it matters
Bulgaria’s coordinated push into wine tourism, anchored by the UN conference and a multi-stakeholder campaign, signals a strategic effort to diversify its tourism product beyond traditional sun-and-sea offerings. For tour operators and DMCs, the development of structured wine routes and events like Urban Wine Fest creates new packaging opportunities, particularly for high-yield cultural and gastronomy segments. The involvement of BTA in a year-long editorial series also suggests sustained promotional support, which could raise Bulgaria’s profile among wine-interested travellers globally.
