Travelling between Bordeaux and Tuscany. The European wine capital of 2025 is not hidden by French vineyards or rolling Italian hills, but not in lesser known cities in Eastern Europe. The historic Balkan gem of Probudiv, Bulgarian, has just become the best wine destination in Europe by its best destinations, beating some of the continent's most iconic wine regions. Over 284,000 travelers and wine lovers from 82 countries voted in the annual survey. Provdiv is now on top.
“This recognition comes just after Plovdiv's official selection holds the United Nations Tourism Global Wine Tourism Conference, which will further strengthen the city's leadership in the field of wine tourism,” said Mayor Plovdiv, Costadin Dimitrov, celebrated the victory. It marks yet another accolade of the city, named it the perfect destination for a second visit to Bulgaria. It's an amazing victory for many, but for those familiar with Probudiv's rich viticulture heritage, it has been a long postponement. Located in the fertile Maritsa Valley, the region has produced wine for over 5,000 years. The Thracians, an ancient person who lived in the area long before the Roman Empire, were one of Europe's earliest winemakers and created a culture that they had endured for thousands of years.
Today, visitors can find intimate wine bars hidden in cobblestone streets and take a vineyard tour spreading into the nearby countryside.
Top native grape varieties include bold, earthy mabrud, a wine with deep roots in Bulgarian tradition. Others are also grown in the surrounding area, including international favourites such as Rubin, Provdif Malaga, Cabernet Sauvignon, Merlot, Pinot Noir and Chardonnay.
And it's not just the locals who are proud of them. The wine lovers magazine lists Plovdiv and its region among the top 10 wine tourism destinations in the world.
Wine tourism is a major draw here, with events held throughout the year. The city performs the Vinaria hosts – Vinaria-Vinegrowing and wine production international exhibition, Urban Wine Fest, Wine and Gourmet Festival and Young Wine Festival. We also welcome global events such as the Concours Mondial de Bruxelles and the Digital Wine Communications Conference.
The highest honors of Plovdiv have led to a close delay in other well-known wine regions. Spain's Bilbao and La Rioja were second, followed by Bordeaux, Porto and Douro Valley and Tuscany.
Champagne, Piedmont, Alsace, Mosel Valley and Santorini conclude the top 10.
