Развитие на винения туризъм в България
Development of Wine Tourism in Bulgaria

Author(s): Dimitar Krastev
Subject(s): Economy, National Economy, Business Economy / Management, Marketing / Advertising, Tourism
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: wine tourism; branding; wine regions in Bulgaria
Summary/Abstract: Wine tourism is one of the fastest and most successfully developing niche forms of alternative tourism worldwide. It is the opposite of mass tourism, with a focus on exclusivity, emotions and experiences. Moreover, wine tourism is a complex phenomenon because it involves not only visiting a winery, strolling through vineyards, wine tasting, and purchasing wine. It is not solely associated with private entrepreneurial activities, as it directly engages an entire destination along with its subsystems and individual components (restaurants, hotels, travel agencies, infrastructure, landmarks, other tourist activities, etc.). Therefore, the development and branding of Bulgaria as a wine destination should be considered and encouraged as a comprehensive regional process.

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