Visit Gjirokastra
A destination is more than a collection of attractions. Its identity comes from its history, people, landscapes, traditions, stories, and the experiences visitors have there. Good destination branding starts by understanding these elements and turning them into a clear story that both locals and visitors can connect with.
This was the idea behind Visit Gjirokastra, an initiative developed to create a more coordinated and sustainable approach to managing, branding, and promoting Gjirokastra and the wider region as a tourism destination.
Located in southeastern Albania, Gjirokastra is a UNESCO World Heritage city known for its stone houses, castle, historic streets, cultural traditions, and literary heritage. Its identity is also strongly connected to important figures in Albanian culture, particularly internationally recognized writer Ismail Kadare.
The region had significant tourism potential, but lacked a coordinated approach to destination branding and marketing. Rather than creating an identity from scratch, DMO Albania focused on discovering what already made the region distinctive.
The process started with research and participation. Tourism businesses and local stakeholders took part in a participatory SWOT analysis, helping identify the strengths, stories, characteristics, and experiences that could shape the destination.
The focus also extended beyond Gjirokastra itself. The project connected the city with Përmet, Tepelena, surrounding villages, cultural sites, natural landscapes, and local experiences, creating a broader regional tourism offer.
The research highlighted a destination with many different stories. Gjirokastra emerged as a city of stone, history, resistance, architecture, and literature. Its castle and the stories of its people sit at the center of this identity, while its connection with Ismail Kadare adds an important literary dimension.
Përmet brings another side of the region, with mountains, rivers, villages, nature, and strong culinary traditions. Tepelena adds its own historical character through its connection with Ali Pasha and its place in Lord Byron’s travels. Natural parks and landscapes complete the picture, creating opportunities to combine cultural heritage with outdoor and sustainable tourism.
From this work, three key symbols emerged: the castle, the book, and the green mountains. The castle reflects history, strength, and resistance; the book represents literature, knowledge, and cultural heritage; while the mountains represent nature, biodiversity, villages, rivers, and outdoor experiences.
These elements came together in the destination concept “Chronicle in Stone,” inspired by Ismail Kadare’s well-known novel. The idea captures both the physical character of Gjirokastra and the stories found in its streets, houses, castle, and communities.
The branding was supported by the creation of the Visit Gjirokastra digital platform, bringing together information about attractions, experiences, itineraries, tourism businesses, products, and events. The project also developed thematic tourism products connecting heritage, nature, gastronomy, history, and local communities.
Another important achievement was the creation of the Visit Gjirokastra Association, bringing together around 100 tourism businesses and local stakeholders. This created a stronger basis for cooperation and more coordinated destination management.
Marketing and communication further strengthened the brand through the website, social media, digital campaigns, storytelling, advertising, and tourism fairs. The digital community grew to more than 30,000 followers, while campaigns reached over 300,000 people.
The experience showed that destination branding is not simply about creating a logo or a marketing campaign. It starts with understanding a place, listening to its people, finding its authentic stories, and turning them into meaningful experiences.
Through Visit Gjirokastra, DMO Albania helped connect heritage with tourism, businesses with visitors, and local identity with modern communication.
Most importantly, the initiative demonstrated that the strongest destination brands come from the places themselves.
Gjirokastra is not only a city of stone. It is a city of stories — and those stories became the foundation of its brand.
