Project No. 6010584 VINE_ROUTE – The Cultural Path of Wine

Summary of the Project

The VINE_ROUTE project recognizes the rich natural and cultural heritage of the Greece–Bulgaria cross-border region, particularly the deep-rooted tradition of viticulture and winemaking. Despite this potential, tourism in the wider area remains strongly concentrated around established mass-tourism destinations. VINE_ROUTE aims to develop a new, cohesive thematic tourism product that brings together the cultural, historical and productive dimensions of wine across the cross-border region.

The history of winemaking is deeply embedded in the area, from the Neolithic site of Dikili Tash to Homeric Ismaros and the cult of Dionysus in Macedonia and Thrace. Museums across Northern Greece and Southern Bulgaria preserve significant artefacts – including amphorae, coins and works of art – that reflect this long tradition. Bulgaria’s winemaking heritage similarly stretches from the Thracian period to contemporary wine production and international markets.

VINE_ROUTE builds on this shared history to design a thematic cultural route linking heritage sites, museums, archaeological locations, wineries, festivals and local communities. The route will start from the Archaeological Museum of Thessaloniki and extend across the Greece–Bulgaria cross-border area, combining evidence of ancient viticulture with modern wine-tourism enterprises. The participation of the Lead Beneficiary in the European Cultural Route ‘Iter Vitis’ contributes valuable experience and know-how to the initiative.

Key Project Activities

  • Documentation and selection of heritage data
  • Development of the route and signage
  • Creation of multimedia tools, including AI-based solutions
  • Establishment of an Interpretation Hub
  • Production of educational materials, including museum boxes
  • Training of specialized VINE_ROUTE interpreters
  • Engagement with journalists, tour operators and festival organizers

Heritage Interpretation is the guiding methodology of the project, blending physical and digital experiences to deepen visitor engagement. The project also promotes synergies between museums and wineries and connects the new route with existing tourism flows and visitor experiences.

VINE_ROUTE aims to:

  • Interpret the cultural significance of wine across different historical periods
  • Engage civil society in the promotion of wine heritage
  • Establish interpretation infrastructure
  • Promote the values of Iter Vitis
  • Increase cross-border tourist mobility
  • Diversify tourism offers and support sustainable tourism development
  • Enhance the visitor experience and outreach through digital tools

By connecting the cultural and productive fabric of viticulture, VINE_ROUTE transforms the Greece–Bulgaria cross-border region into an authentic and dynamic cultural-tourism destination.

VINE_ROUTE – The Cultural Path of Wine is a cross-border cooperation project between Greece and Bulgaria. It is co-funded by the European Union under the Interreg VI-A Greece–Bulgaria 2021–2027 Programme.

More information about the project: https://www.greece-bulgaria.eu/project/vine_route/

Co-funded by the European Union under the Interreg VI-A Greece–Bulgaria 2021–2027 Programme.