site.btaPositioning Wine Tourism in Bulgaria Confirms and Strengthens Country’s Role in Global Tourism, Says UNWTO's Sandra Carvao

Joint work and a shared vision are what unite everyone in the development of tourism, said Sandra Carvao from the UN World Tourism Organization (UNWTO). She described the efforts of those who made possible the hosting of the 9th UNWTO Global Conference on Wine Tourism in Bulgaria as a perfect example of such collaboration. Carvao took part in a press conference on Sunday in Plovdiv ahead of the conference, which will be held in the city on October 6 and 7.

She highlighted the global importance of the wine tourism conference and the significance of hosting it in Bulgaria. “Positioning wine tourism here confirms and strengthens the country’s role in the development of tourism worldwide,” the UNWTO representative said.

Carvao expressed her satisfaction that wine tourism can have such a strong impact, as it creates opportunities and jobs, supports regional cohesion, since most of the activity takes place inland, and brings tangible benefits to local communities.

Regarding the upcoming event, Carvao noted that over the next two days, global leaders, top wineries, policy makers, and representatives of major online platforms from around 30 countries will meet in Plovdiv to discuss the future and emerging trends in wine tourism.

She added that wine tourism is evolving in line with changing consumer expectations, as visitors increasingly seek not only authenticity but also innovation in their travel experiences.

The two-day conference will explore how wine tourism can be integrated with other art forms and examine opportunities in technology, talent development, and human resources within the sector, Carvao said.

She also congratulated Bulgaria for its strong tourism results this year, noting that tourism remains one of the country’s key economic sectors. “We believe that continued cooperation and support are essential for the sector’s growth, and wine tourism can make a major contribution to that progress,” she concluded.