site.btaBulgaria Launches National Campaign to Promote Wine Tourism

Tourism Minister Miroslav Borshosh officially launched the national campaign Wine Leads the Way at the BTA National Press Club in Sofia, aiming to promote Bulgarian wine tourism both domestically and internationally. The initiative is part of broader efforts ahead of Plovdiv hosting the 9th UNWTO Global Conference on Wine Tourism, organized in partnership with the UN World Tourism Organization.

As part of the campaign, the Bulgarian News Agency (BTA) introduced a new 2025 section titled New BG WINE Leads the Way, dedicated to covering news from Bulgarian wineries. BTA Director General Kiril Valchev emphasized the importance of offering real stories and information, not just advertising, to raise awareness and attract tourists.

The campaign also includes plans for Bulgaria’s first national conference on wine tourism, jointly organized by the Ministries of Tourism and Agriculture. BTA’s coverage of approximately 170 active wineries out of 354 registered, a special bilingual edition of LIK magazine to be presented at the Global Conference. Collaboration with the Bulgarian Organization for Wine Tourism (BOWT), led by Petya Minkova (also Managing Director of Chateau Copsa). Support from the Bulgarian Association of Wine Professionals (BAWP), which will organize Mavrud wine festivals in five cities, highlighting local traditions and wine culture.

Minister Borshosh stressed that wine tourism has developed with little state support until now, and the goal is to change that by uniting state institutions, municipalities, and industry stakeholders under a shared strategy. He emphasized the high quality of Bulgarian wine and its potential to boost regional development and attract high-value visitors.

BAWP Chair Zhivko Enchev confirmed the opinion, stating that Bulgarian wine stands out in quality but needs stronger marketing support. He praised the collaborative spirit behind the campaign, calling it one of the most well-organized initiatives he has been part of.