Category: Studies and Research
Date: 5 August – 16 October 2017
Geographical Scope: Gjirokastra District, Southern Albania
Partners: Gjirokastra Foundation, Municipality of Gjirokastra
Project Overview
The project “Creative Industries – Artisans: Innovative Products Development Challenges” aimed to assess the status of the handicraft sector in Gjirokastra and evaluate its potential to develop innovative products for the international tourism market. The study provided a foundation for strengthening artisans’ capacities, improving product quality, and promoting creative industries as part of sustainable cultural tourism.
The initiative contributes to economic development, cultural heritage preservation, and tourism diversification by enhancing the visibility and competitiveness of local artisans.
Objectives
Overall Objective
To support the growth of the handicraft sector in Gjirokastra through innovation and strategic development of products for tourism markets.
Specific Objectives
Identify existing capacities and challenges of artisans;
Analyze opportunities for product innovation and adaptation to international markets;
Provide actionable recommendations to improve marketing, distribution, and collaboration;
Strengthen linkages between artisans, local authorities, and tourism actors.
Project Description
The study was conducted within the framework of “Exhibition of Artisans and Traditions Gjirokastra 2017” and “ArgjiroFest 2017”. Findings were presented at the Round Table “Gjirokastra and Ecotourism – Potential and Challenges”, organized by the Gjirokastra Foundation and Municipality of Gjirokastra.
The study focused on:
Mapping the handicraft sector, including embroidery, knitwear, silverwork, decorative ceramics, iron, and wood products;
Identifying capacity gaps and innovation needs among artisans;
Assessing the potential of tourism-driven market opportunities for creative industries in Gjirokastra;
Evaluating challenges related to product functional suitability, innovation, and adaptation to international tourists’ preferences.
InSET’s Role and Contribution
InSET coordinated and implemented the study, including:
Collaboration with local institutions to organize ArgjiroFest 2017, especially the Handicraft Fair;
Communication and engagement with stakeholders and artisans;
Conducting 20 interviews with handicraft operators across Albania;
Analyzing collected data and producing a comprehensive report with actionable recommendations.
Key Activities
Partnership development and coordination for the Round Table and festival events;
Fieldwork and data collection through artisan interviews;
Data analysis and report preparation;
Presentation of findings to stakeholders, including municipal authorities, tourism actors, and artisan associations.
Results and Impact
The study provided:
A detailed overview of the handicraft sector and product types in Gjirokastra;
Insight into the challenges faced by artisans, especially regarding innovation, market adaptation, and product differentiation;
Evidence-based recommendations for improving marketing, distribution, and cooperation among artisans;
Identification of tourism trends as a key driver for product innovation and sector growth.
Project Future and Sustainability
Recommendations and future actions include:
Supporting artisans in the development of innovative products that balance tradition with functionality for international tourists;
Strengthening training programs on product innovation, marketing, and service differentiation;
Encouraging formation of artisans’ associations or collaborative networks for better planning, distribution, and joint promotion;
Leveraging the growth of tourism in Gjirokastra to create sustainable income streams for local artisans;
Enhancing understanding of innovation needs among artisans to meet evolving foreign tourist expectations while preserving traditional elements.
Through these actions, the project lays the groundwork for a more resilient and innovative handicraft sector in Gjirokastra, contributing to sustainable cultural tourism development.