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Purpose -The main objective of this paper is to identify global trends in wine tour design, and based on these findings, analyse the structure and spatial distribution of wine tours offered by tour operators in Bulgaria. Design/methodology/approach -The study combines qualitative and quantitative approaches, drawing data from the official websites of specialised travel agencies and tour operators. Firstly, content analysis was used to outline global trends and classify wine tours. Secondly, adoi:10.20867/thm.24.2.8 fatcat:xy26gp4l45gn5ct7s4dbjtku2a