Heritage in a Glass: Moldova's Journey Toward a Distinctive Wine Tourism Identity

Wine tourism represents a powerful driver for rural development and cultural recognition, particularly in emerging regions such as the Republic of Moldova. Despite its old winemaking traditions, produc-tion of high-quality wines, and the existence of several well-established wine routes, Moldova’s wine tourism potential remains largely underutilized. International visibility is limited, promotion is frag-mented, and academic research on the topic is still in its early stages. This thesis explores the current state of wine tourism in Moldova, with the aim of identifying key fac-tors that could contribute to the development of a distinctive and competitive national identity in this sector. The research adopts a qualitative methodology, drawing on interviews with key stakeholders - including representatives from leading wineries, the Ministry of Agriculture and Food Industry, the National Inbound Tourism Association, Iter Vitis Europe, and other institutions involved in the pro-motion and strategic development of tourism in the country. By analyzing stakeholder perspectives alongside existing promotional efforts, the study seeks to gen-erate strategic insights for enhancing the visibility, appeal, and authenticity of Moldovan wine tourism. The findings are expected to inform more effective strategies and support the creation of a consistent, heritage-driven tourism brand for Moldova on the international stage. Moreover, this research could serve as a foundation for further academic and policy-oriented analyses within the broader context of rural and cultural tourism development.