The Creative Tourism Network® (CTN) was honoured to participate in the Annual Meeting of the UNESCO Creative Cities Network (UCCN) Crafts and Folk Art Subnetwork, hosted by Gabrovo, Bulgaria, from 16 to 20 September 2026.
Gathering representatives from dozens of cities worldwide, the event confirmed Gabrovo’s growing international leadership at the intersection of culture, creativity, craftsmanship and sustainable tourism.
Hosted by the Municipality of Gabrovo in partnership with the Ministry of Culture of Bulgaria, the Ministry of Tourism, the UNESCO Regional Centre for the Safeguarding of Intangible Cultural Heritage in South-East Europe and the Open-Air Ethnographic Museum “Etar”, the conference brought together representatives from one of UNESCO’s most dynamic subnetworks, comprising 80 Creative Cities from 55 countries.
Under the inspiring theme “Building a Peaceful World through Human Creativity”, the forum explored how culture, craftsmanship and creativity can contribute to more resilient, inclusive and sustainable communities in an era marked by technological transformation and global challenges. Discussions focused on safeguarding traditional know-how, strengthening cultural resilience, fostering international cooperation and examining the opportunities and challenges presented by artificial intelligence for the crafts sector.
A major highlight of the programme was the Mayors’ Forum, dedicated to the theme “Culture and Creativity for Peaceful and Sustainable Cities”. During the discussions, city leaders shared experiences demonstrating how culture can support social cohesion, foster intercultural dialogue and create new opportunities for local development.
Among them, Mayor Tanya Hristova, whose vision and commitment were instrumental in bringing this prestigious event to Gabrovo, emphasized the importance of creative cities in advancing economic development, tourism and social well-being while safeguarding both tangible and intangible heritage for future generations.
Speaking about Gabrovo’s selection as host city, Tanya Hristova described the event as:
“a huge recognition and proof of Gabrovo’s active role in the international community and the city’s efforts to combine traditional craftsmanship with contemporary cultural practices.” She further highlighted that hosting the forum would provide an opportunity to showcase “the richness of Gabrovo’s crafts, the hospitality of our community, and our vision for sustainable cultural development.”
These ambitions were evident throughout the conference, which brought together delegates from UNESCO Creative Cities across Europe, Asia, the Middle East, Oceania and Latin America, including cities from Saudi Arabia, Thailand, Japan, South Korea, Azerbaijan, Australia, Mexico, Brazil, Scotland, Spain, Italy and Greece. This remarkable geographical diversity created a unique platform for exchanging experiences and best practices, showcasing innovative projects that connect heritage preservation, creativity, technology and sustainable urban development.
The discussions demonstrated how cities around the world are leveraging culture and craftsmanship to foster resilience, social cohesion and sustainable growth. Representatives from creative cities such as Al-Ahsa (Saudi Arabia) highlighted how digital technologies and artificial intelligence can support artisans by documenting, preserving and promoting traditional skills while opening new economic opportunities for local communities.
According to Caroline Couret, Founder and President of the Creative Tourism Network®
“Gabrovo is a compelling example of how cities can transform their cultural assets into meaningful experiences that benefit both residents and visitors. Its ability to connect traditional craftsmanship with innovation, community participation and international cooperation makes it not only a Creative Friendly Destination®, but also a benchmark for creative tourism globally. By hosting this major UNESCO gathering, Gabrovo has further strengthened its position as a city where creativity drives sustainable development, cultural vitality and meaningful international exchange.”
For the Creative Tourism Network®, the conference also provided an opportunity to highlight Gabrovo’s leadership as a Creative Friendly Destination® and its growing role as an international reference in creative tourism.
Throughout the conference, the city demonstrated how culture can serve as a catalyst for territorial development, social cohesion and tourism diversification.
By successfully combining traditional craftsmanship, contemporary cultural practices, innovation and citizen participation, Gabrovo has established itself as an inspiring model for destinations seeking to build a sustainable future rooted in local identity and creativity.
Beyond the conference sessions, participants were immersed in Gabrovo’s unique cultural identity through visits to the renowned Museum of Humour and Satire and the Etar Open-Air Ethnographic Museum, as well as meetings with local artisans, demonstrations of traditional skills and hands-on creative workshops. These experiences perfectly illustrated the essence of creative tourism: meaningful encounters between visitors and local communities through participation, learning and co-creation.
More than a host city, Gabrovo positioned itself as a true leader in the field, illustrating how crafts and folk art can generate authentic experiences, strengthen local identity and foster dialogue between cultures. The conference confirmed the city’s capacity to build bridges between tradition and innovation while inspiring destinations worldwide to place creativity at the heart of their development strategies.
By hosting one of UNESCO’s most important annual gatherings, Gabrovo not only showcased the richness of its cultural and creative assets but also reaffirmed its position as an international leader in creative tourism, demonstrating how creativity, craftsmanship and community engagement can contribute to a more sustainable, inclusive and peaceful future.
The Creative Tourism Network® warmly congratulates Mayor Tanya Hristova, the Municipality of Gabrovo, its partners and the entire organising team for delivering an outstanding conference that combined professionalism, vision, hospitality and meaningful international exchange.
Read more about GABROVO CREATIVE FRIENDLY DESTINATION
