Moldova Showcases Wine Routes as Tourism Centerpiece at FITUR 2026 in Madrid

Moldova is positioning its wine routes as the centerpiece of its tourism strategy, aiming to attract more travelers from Spain and other international markets. The country presented this renewed focus at FITUR 2026, one of the world’s leading tourism fairs held in Madrid. With over 1,560 kilometers of wine trails integrated into the European Iter Vitis network, Moldova offers visitors a chance to explore its vineyards, rural landscapes, local cuisine, and living traditions.

Wine tourism has become one of Moldova’s strongest assets and a key part of its national identity. Since joining the European Cultural Routes in 2020, Moldova has highlighted its main wine regions—Codru, Valul lui Traian, and Ștefan Vodă. These areas are home to native grape varieties such as Fetească Albă, Fetească Regală, Fetească Neagră, and Rară Neagră. These grapes are gaining international recognition and help connect Moldova’s cultural heritage with its land and culinary experiences.

The country is presenting itself as an emerging European destination focused on experiential travel, sustainability, and authentic local engagement. Moldova’s rural scenery, traditional crafts, and cultural heritage are supported by a growing infrastructure. This includes a network of agrotourism farms and wineries that range from small family-run projects to internationally recognized producers. Together they form a coherent and evolving tourism ecosystem.

Ana Sandra, acting director of the National Tourism Office of Moldova, said that the country invites visitors to discover a destination where vineyard landscapes, local hospitality, traditions, and cultural heritage combine for memorable experiences in both rural areas and the capital city, Chișinău.

Chișinău itself is being promoted as an urban getaway with wide boulevards, 19th-century architecture, museums, and a developing food scene. Beyond wine tourism, Moldova is expanding into specialized segments such as medical tourism, MICE (meetings, incentives, conferences, and exhibitions), and sports tourism. The Chișinău Marathon is scheduled for September 2026 and is expected to draw international participants.

Nature-based tourism is also part of the offer. More than 400 kilometers of hiking, cycling, and kayaking routes connect visitors with protected natural areas. Cultural events like the DescOpera Festival will take place in June 2026 at the historic site of Orheiul Vechi.

Elena Stepanov, executive director of the National Association for Inbound and Domestic Tourism of Moldova, emphasized the development of these specialized segments. She noted that competitive services, modern facilities, and personalized attention are attracting international patients for medical tourism. Meanwhile, business travelers benefit from accessible venues and Moldova’s well-known hospitality culture.

This updated tourism strategy aims to reinforce Moldova’s position as an emerging European destination that values experiential travel closely linked to its territory. By highlighting its wine culture and developing specialized segments for international travelers, Moldova seeks to diversify its appeal beyond traditional vacationers. The country’s efforts reflect a broader trend in European tourism toward authenticity and sustainable growth.