Category

Gjirokastra CulTour

Date: 1 July – 31 August 2017
Geographical Scope: Gjirokastra District, Southern Albania
Partners: Gjirokastra Foundation, local culinary operators

Project Overview

The Gjirokastra CulTours project aimed to strengthen culinary tourism in the Gjirokastra District by identifying key challenges and development opportunities for tourism operators and relevant stakeholders. Through a dedicated market study, the project assessed existing service gaps, market perceptions, and the potential for cooperation, while exploring ways to enhance the culinary tourism value chain in this culturally rich destination.

The initiative supports sustainable tourism development by leveraging Gjirokastra’s local traditions, food heritage, and artisanal production as distinctive assets that enrich the overall visitor experience.

Objectives Overall Objective

To support the development of culinary tourism in Gjirokastra by strengthening the capacities of local operators and integrating authentic culinary experiences into the region’s broader tourism offer.

Specific Objectives

Identify challenges and opportunities faced by culinary tourism operators

Analyze tourist perceptions, preferences, and satisfaction with local culinary experiences

Foster cooperation among operators and other tourism stakeholders

Provide practical recommendations for the sustainable growth of culinary tourism

Project Description

Tourism is a key driver of sustainable development in Gjirokastra, due to its rich cultural and natural heritage. The district’s ancient culinary traditions, local gastronomy, and artisanal food production represent significant yet underutilized resources for enhancing the tourism experience.

In collaboration with the Gjirokastra Foundation, the project conducted a comprehensive market study examining culinary tourism from both the operator and tourist perspectives. The main focus areas included:

Most appreciated culinary activities and experiences

Operational and marketing challenges

Opportunities for certification, training, and collaboration with tour agencies

Integration of local organic and artisanal products into the tourism value chain

The study provides a strong baseline for strategic planning and the future development of culinary tourism initiatives in the district.

InSET’s Role and Contribution

InSET led and implemented the project in its entirety, including:

Designing targeted questionnaires for culinary operators and international tourists

Coordinating fieldwork and training interviewers for effective data collection

Managing data collection and analysis through electronic platforms

Preparing a comprehensive final report with findings, conclusions, and practical recommendations for stakeholders

Key Activities

Development of survey tools tailored to operators and tourists

Coordination of fieldwork and on-site data collection

In-depth analysis of results to identify gaps, opportunities, and emerging market trends

Compilation of a detailed final report with strategic recommendations

Results and Impact

The project delivered:

A clear and structured overview of current culinary tourism activities in Gjirokastra

Valuable insights into the needs, challenges, and perceptions of both operators and tourists

Practical recommendations to strengthen cooperation, marketing, and service quality among operators

Evidence-based guidance for integrating local products and culinary heritage into tourism offerings

Project Future and Sustainability

Key recommendations for continued development include:

Integrating local organic and artisanal products to create a distinctive regional gastronomic identity

Developing comprehensive tourism packages that combine culinary experiences with cultural and heritage attractions

Strengthening collaboration between private operators, public authorities, and tourism agencies to build local capacity

Introducing product and producer certification, supported by trained staff, to enhance branding and quality standards

Establishing a Destination Management Organization (DMO) to coordinate and promote culinary tourism activities

By implementing these strategies, Gjirokastra can position itself as a competitive culinary tourism destination in Albania and the wider region, contributing to long-term sustainable tourism growth and the preservation of its unique food heritage.