Ekaterina Hristova is a consultant and trainer with extensive experience in hospitality, tourism marketing, branding, and experience design. She works actively with the wine sector on issues relating to the positioning of Bulgarian wine, the development of wine tourism, and cooperation between businesses and local communities. She contributes to educational and international projects that translate strategic thinking into practical business solutions.

Krasimira Kodukova is a specialist experienced in wine tourism, tourism services, and developing regional partnerships. With an educational background in wine technology and professional experience as a wine tourism manager at a winery, in tour operations, and in travel agency management, she understands the different perspectives involved in creating and delivering tourism experiences. Her experience with regional associations and partnerships gives her practical insight into opportunities to bring stakeholders together and create joint initiatives that deliver long-term value for the region.

From Tasting to Destination: What Lies Behind Successful Wine Tourism?Lecture

What does it take to turn the potential of Bulgarian wineries and wine regions into outstanding visitor experiences and recognized destinations? How can we attract more visitors, encourage longer stays and repeat visits, build loyalty, and create value for local businesses and communities?

Krasimira Kodukova and Ekaterina Hristova bring together their extensive professional experience in a masterclass on experience design, partnership building and quality management.

Drawing on findings from a study of Bulgarian wine tourism, the speakers will trace the sector’s real-world challenges, successful Spanish models, and practical solutions and tools for designing and delivering visitor experiences, building partnerships, and developing wine regions.

The masterclass is intended for winery owners and managers, tour operators, tourist guides, representatives of regional associations, local communities, and professionals involved in developing and promoting Bulgaria’s wine regions.

Participation is free of charge, subject to advance registration and organizer confirmation. Priority will be given to professionals and organizations with a direct interest in, and commitment to developing high-quality wine tourism in Bulgaria.