WINE TOURISM – A MAJOR DEVELOPMENT OPPORTUNITY FOR THE BALKAN REGION

Wine tourism across the Balkans is emerging as a major development opportunity for producers, strengthening local economies and boosting the international recognition of the region’s unique wine offer. This was the key message shared by representatives of Serbia, Republika Srpska, Montenegro, North Macedonia and Albania at the international wine, food, brandy and tourism fair Wine Vision by Open Balkan, who emphasized that the joint promotion of indigenous grape varieties is increasingly attracting visitors from around the world.

This year’s Wine Vision by Open Balkan gathered wine producers from across the region, with participants highlighting the fair as an ideal platform for exchanging knowledge and experience in the production of wine and distilled beverages.

WINE AS A SYMBOL OF TOURISM

Marija Labović, Director of the Serbian Tourism Organisation, noted that Serbia has spent years developing its wine tourism sector to a level comparable with renowned global destinations. She stressed that wine has become one of Serbia’s key tourism trademarks.

“Our wine destinations have expanded and now offer visitors complete experiences — from wine tours to gastronomic specialties. Wine has truly become one of Serbia’s symbols in tourism, and guests come specifically to discover our autochthonous varieties,” Labović said.

According to her, Serbia is seeing a steady increase in visitors arriving with the sole purpose of exploring its wine routes. Events such as Wine Vision by Open Balkan further accelerate this development by providing a space where experts can share insights and connect.

GROWING WINE CULTURE IN BRČKO AND REPUBLIKA SRPSKA

Vinarija Pajić from Brčko participated at this year’s fair. Director Predrag Pajić said that although Brčko is not widely known as a wine destination, it has made significant progress in recent years.

“We are the only winery in this area, and since our establishment in 2016, we have done a lot to develop local wine culture. Events like this provide a unique opportunity for producers to showcase their wines to visitors from the region and abroad,” Pajić said.

The wider Majevica area is increasingly becoming a recognized home of high-quality wines.

RISING WINEMAKING INDUSTRY IN MONTENEGRO

Dušan Đukanović of the family winery “Đukanović” from Montenegro, exhibiting within the Montenegrin Chamber of Commerce alongside eight other producers, expressed satisfaction with the turnout and praised the event’s role in promoting regional wine production.

He emphasized that Montenegro has seen notable progress in its winemaking sector, with more producers investing in quality improvement and marketing.

THE FUTURE OF WINE IN NORTH MACEDONIA

Producers from the “Petrov” winery in eastern North Macedonia, active since 1986, stated that the region’s wine sector has a strong future — as long as tradition continues to evolve alongside modern practices. They noted the rising presence of wine culture in everyday life but stressed the need for stronger promotion to reach its full potential.

ALBANIAN WINE INDUSTRY ON THE RISE

Six Albanian wine companies took part in this year’s fair. Žana Čela, Director General of the Albanian National Tourism Agency, said she believes the wine sector represents a key future industry for the region and emphasized the importance of cross-border cooperation.

“This fair is extremely important because it allows us to present our products and build a shared presence in the market. This year, companies producing high-quality wines are participating, including those from countries that will shape the future Balkan region,” Čela said.

INTERNATIONAL PARTICIPANTS AND GROWING POPULARITY

The fair also welcomed wineries from France, Italy, Spain and other European countries. However, a special attraction for visitors was a winery from China, whose stand, enriched with traditional motifs and vibrant red decorations, drew significant attention.

“The hall is huge, and I’m amazed by the variety of wines and spirits presented this year,” said Nina, a winemaker originally from China who has long lived in Belgrade.

ONE OF EUROPE’S LARGEST WINE AND GASTRONOMY EVENTS

The fourth edition of Wine Vision by Open Balkan, one of Europe’s largest wine and gastronomic gatherings, runs until November 25 at the Belgrade Fair. The event is part of the Open Balkan initiative, connecting Serbia, North Macedonia and Albania, and this year brings together more than 600 exhibitors presenting wines, spirits, delicacies and tourism offers from the Balkans and beyond.

Throughout the fair, visitors can attend numerous educational programs, workshops, masterclasses, competitions and panel discussions. Several internationally recognized wine experts, including Masters of Wine and Rod Smith MW, President of the Institute of Masters of Wine, have confirmed their participation.

DIGITAL PLATFORM FOR BUSINESS CONNECTIONS

Alongside exhibitors, several hundred traders, importers and distributors from around the world are attending the event. A dedicated digital B2B platform enables participants to schedule business meetings and establish new partnerships in specially designated zones.

In the final days of the fair, wines from Serbia, North Macedonia and Albania will compete for the title of the best wine, evaluated by an international jury that includes five Masters of Wine. Results of the Rakija Trophy competition will also be announced.

The culinary segment of the fair, Food Vision, will showcase regional gastronomy and hospitality.