Moldova, one of Europe's poorest and least-visited countries, is using its 5,000-year-old winemaking heritage to reshape its international image and boost its economy. Long overshadowed by its Soviet past, when the country's vast wine industry prioritised bulk production over quality, Moldova has since independence in 1991 gradually rebuilt its reputation, and a growing tourism trade centred on wine is now channelling much-needed investment into impoverished rural areas.

Attractions include the vast underground cellars at Cricova and Milestii Mici, alongside the officially certified "Wine Road of Moldova". Wine exports rose by 22% in 2024, reaching 73 countries, while rural poverty (42.9% in 2024) remains far higher than urban poverty (21.6%), underlining the stakes for spreading tourism beyond the capital, Chisinau. The country's standing was further boosted in 2025 when it hosted the World Congress of Vine and Wine, seen as international validation of its progress.