Move over, Bordeaux and Tuscany. The European wine capital of 2025 isn’t tucked away in a French vineyard or rolling Italian hills, but in a lesser-known city in Eastern Europe. The historic Balkan gem of Plovdiv, Bulgaria, has just been crowned Best Wine Destination in Europe by European Best Destinations, beating out some of the most iconic wine regions on the continent. Over 284,000 travellers and wine lovers from 82 countries cast their votes in the annual survey – and Plovdiv came out on top.
“This recognition comes just after Plovdiv’s official selection to host the UN Tourism Global Wine Tourism Conference, which will further strengthen the city’s leadership in the field of wine tourism,” said Plovdiv’s Mayor, Kostadin Dimitrov, celebrating the win. It marks yet another accolade for the city, which has also been named Best Destination to Visit in Bulgaria for the second time. It’s a surprising win to many, but for those familiar with Plovdiv’s rich viticultural heritage, it’s long overdue. Nestled in the fertile Maritsa River Valley, this region has been producing wine for over 5,000 years. The Thracians – the ancient people who inhabited the area long before the Roman Empire – were among the earliest known winemakers in Europe, creating a culture that has endured for millennia.
Today, visitors can find intimate wine bars tucked down cobbled streets as well as take part in vineyard tours sprawling across the nearby countryside.
Top native grape varieties include the bold and earthy Mavrud, a wine with deep roots in Bulgarian tradition. Others, like Rubin, Plovdiv Malaga and international favourites such as Cabernet Sauvignon, Merlot, Pinot Noir and Chardonnay, are also grown in the surrounding areas.
And it’s not just the locals who are proud. Wine Enthusiast Magazine listed Plovdiv and its region among the top 10 wine tourism destinations in the world – a nod to both quality and atmosphere.
Wine tourism is a big draw here, with events held throughout the year. The city plays host to Vinaria – the International Exhibition of Vine-Growing and Wine Producing – as well as the Urban Wine Fest, Wine and Gourmet Festival, and the Young Wine Festival. It’s also welcomed global events like the Concours Mondial de Bruxelles and the Digital Wine Communications Conference.
With Plovdiv taking top honours, other celebrated wine regions followed closely behind. Spain’s Bilbao and La Rioja came second, while Bordeaux, Porto & the Douro Valley, and Tuscany followed.
Champagne, Piedmont, Alsace, the Mosel Valley and Santorini round out the top 10.
