Medicinal plants and traditional Albanian products are attracting growing interest from tourists in Gjirokastër, particularly foreign visitors seeking natural and authentic products from the region.

Mountain tea, lavender, spices, and endemic plants are among the most sought-after products in the city’s historic bazaar, becoming an important part of its tourism and cultural offering.

In the heart of the bazaar, trader Meti Qibini says demand for medicinal plants has been steadily increasing, especially for mountain tea and other traditional products.

“Medicinal plants are highly sought after, especially mountain tea, which is a traditional product of our country. Lavender is also in high demand among tourists,” he says.

However, according to traders and collectors, the main challenge remains securing raw materials, as the number of people gathering plants in rural areas has declined significantly in recent years, making it more difficult to supply the market.

They emphasize that collecting plants in the wild has become more challenging and requires more time and effort, while labor shortages are directly affecting the supply chain.

Representatives of the sector are calling for institutional support and subsidies to encourage the cultivation and collection of medicinal plants, with the aim of ensuring a more sustainable market.

Despite these challenges, traditional products and medicinal plants are increasingly consolidating their place within Gjirokastër’s tourism offer, becoming a unique attraction for foreign visitors.