Abstract
The main challenges to the transformation of Bulgarian tourism stem from the specifics of post-Covid realities, characterized by a highly conjunctural nature for the country and the region. The significant volatilities that have occurred in the last few years raise the need for a new marketing positioning of Bulgaria on the domestic and international tourism markets. Rediscovering the link between wine and Christianity would have an innovative impact on the development of destination Bulgaria through the application of a conceptual model for sustainable tourism. In this direction, the main goal of this publication is set in a way to provoke the scientific and business communities towards a new strategic vision.
Key words: wine, Christianity, wine tourism, ritual, sustainable model