Wine Tourism Strategy: Bulgaria anticipates 20% growth and international breakthrough by 2026

Wine tourism in Bulgaria is entering a new stage of strategic development, aimed at establishing the country as a year-round wine destination in Europe. The cooperation between the Ministry of Tourism and the newly created Bulgarian Organization for Wine Tourism (BOWT) is central to the implementation of the strategy, which foresees the unification of leading wineries, regions, local authorities, and international advertising.

Wine tourism is the most promising direction in the sector, with annual growth estimated at between 15 and 20% for the period 2024–2026. The forecast for 2026 is that over 200,000 tourists will choose wine routes, and sector revenues will exceed 150 million levs — a number that can double in volume with the universalization of a single national brand, digitalization, and standardization of services.

Currently, more than 360 active wineries are actively participating in the tourism process, and traditional regions such as Plovdiv, Melnik, Ruse, and Northwest Bulgaria are showing the most noticeable growth in visits, especially among foreign tourists. The national wine tourism platform, which is to be built by the end of 2025, will unite historical landmarks, museums, restaurants, and festivals on a single map, which will facilitate reservations and digital promotion.

A key initiative in 2025 is the hosting of the "Global Wine Tourism Conference" in Plovdiv (October 5–7), which will welcome over 150 international experts and media and present Bulgarian wines on the world stage.

Bulgaria plans to create a national fund for wine tourism advertising, develop specialized routes, establish closer coordination between producers and tourism infrastructure, and build a common international vision. "Our wines impress international markets and can be a strong factor for Bulgaria's image," Minister Miroslav Borshosh emphasized.

In 2026, the country is expected to rank among the leading wine tourism destinations, alongside Italy, France, and Spain, with the focus being not only on tasting but also on combined experiences with culture, history, and gastronomy. Wine tourism will be a key factor for the growth of the national tourism industry, investments, and the sustainable development of the regions.