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UN Tourism Global Conference on Wine Tourism highlights value of Culture

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Centro Nacional de Cirugía de Mínimo Acceso de Cuba
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blackanddecker
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Estimated reading time: 2 minutes

Set against the backdrop of historic Plovdiv, one of the world’s oldest continuously inhabited cities and European Capital of Culture in 2019, the Conference bridged innovation and tradition. With thousands of years of winemaking roots and a dynamic contemporary scene, Bulgaria provided a fitting example of how wine tourism can unite heritage and modernity to inspire professionals and visitors alike.

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 as a driver of economic growth, cultural preservation, and opportunity for all, especially those in winemaking communities.”

Minister of Tourism of Bulgaria Miroslav Borshosh said: “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

Bringing together more than 300 participants from 27 countries, the Conference featured high-level panels, masterclasses, and immersive site visits. It offered a platform for destinations, academics, entrepreneurs, wineries, and tourism professionals to exchange knowledge and good practices in wine tourism with a focus on the areas of policy, product development, communication and talent.

A high-level policy session brought together representatives from the Ministries of Tourism of Bulgaria, Greece and Montenegro, as well as from the Türkiye Tourism Promotion and Development Agency (TGA) and the UNESCO Regional Office in Sofia, to foster regional development. Coordinated policy approaches were underlined as essential to strengthen infrastructure, diversify products, and improve marketing, ensuring that wine tourism effectively advances the goals of sustainable tourism development.

UN Tourism Global Conference on Wine Tourism

ONU Turismo

AVA Resorts
Realidad Turística
Cubasol
Irtra
Tigo
blackanddecker
Cervecería Centroamericana S.A.
Walmart
Servicios Médicos Cubanos
Los Portales
Centro Nacional de Cirugía de Mínimo Acceso de Cuba
MAD-HAV Enjoy Travel Group
INOR
Agexport
Instituto Hondureño de Turismo
Grupo Hotelero Islazul
CUN-HAV Enjoy Travel Group
Nestle
Intecap
Maggi - GLUTEN-FREE
Hotel Holiday Inn Guatemala
Havanatur
Hotel Barcelo Solymar
Intecap
AirEuropa
Barcelo Guatemala City
Revista Colombiana de Turismo Passport
Irtra
Vuelos a Cuba
Cubacel

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Walmart
MAD-HAV Enjoy Travel Group
Instituto Hondureño de Turismo
AVA Resorts
Grupo Hotelero Islazul
Irtra
Nestle
blackanddecker
Cubasol
Servicios Médicos Cubanos
Agexport
Intecap
Los Portales
INOR
Realidad Turística
Tigo
Cervecería Centroamericana S.A.
Centro Nacional de Cirugía de Mínimo Acceso de Cuba