Tourism is one of the most important sectors for supporting a sustainable development in the Gjirokastra district, because of the numerous cultural and natural resources that this city and its surroundings has since ancient times. An important role in the uniqueness of this area play ancient traditions, among which cooking and culinary as well as local production and crafts, which occupy a very special place. In this context, in addition to the cultural tourism in general, efforts have been made to develop the latest trends related to this sector in the district of Gjirokastra, such as heritage tourism and culinary tourism. These efforts are stillat the beggining because the natural, human and production capacities for culinary tourism are still untapped. This is due to the lack of proper training and knowledge of the population, operators and structures on how this potential offer can be adapted and complemented in the tourist product of Gjirokastra. Communication and marketing in target markets also need to be improved in this regard. Market studies are certainly of particular importance in this context as they show where action should be taken and how important sustainable tourism concepts should be implemented in each sector and segment of the tourist market in important cultural and heritage destinations. Studies supported by the Gjirokastra Foundation and undertaken by InSET, present a panorama of Culinary Tourism activities undertaken in Gjirokastra. It presents a comparison between two approaches, that of operators and that of tourists, mainly foreign, regarding the most important and most valued Culinary Tourism activities to be undertaken, the problems presented, the perceptions about the important elements of the product , management, marketing such as certification, co-operation with tour agencies and operators, etc.

• The study conducted and realized by InSET presents a panorama of the culinary tourism activities undertaken in Gjirokastra. During this market study, InSET:
  • • Designed two questionnaires directed to operators in Culinary Tourism and international tourists;
  • • Used electronic platforms to gather and manage data;
  • • Trained interviewers to administrate the field work and gather data;
  • • Analysed data and delivered final report.

Some results of the report and recommendations for the future:

• The production of organic products, widespread in the area, is not sufficiently related to culinary tourism activities. Tourists are required to involve higher products in agriculture, organic produce and gardening. Supporting these requirements will serve to build the concept of a unique culinary product and communicate competitive advantage compared to destinations in the region.
  
• The need for Culinary tourism related activities and services to be part of the full package so that other alternatives are opened to the tourist to meet and fill a unique and excellent experience staying longer in Gjirokastra.
• The presence of a strong local operator, the creation and operation of a DMO and the increase of cooperation between private operators and public administration regarding tourism will affect capacity-building for particular types of tourism such as tourism in Culinary tourism.
• The necessity of the certification (s) of the two categories: a. some products / products and b. some manufacturers, as well as communication through the commitment of proper human resources, their training and increased interaction for the proper communication of local brands.