At the heart of Europe, Berlin is gearing up to host one of the largest events aiming to highlight the power of Albanian gastronomy and its rich culture. Under the leadership of visionary Astrit Panxha, CEO of the GAG Festival, this event is not only a celebration of Albanian traditions but also a golden opportunity to capitalize on the economic potential of our Diaspora. With the meaningful motto “Where Tradition Meets Trade,” the festival seeks to build new bridges between Albanian culture and international markets. In this exclusive interview, Astrit Panxha reveals the mission, vision, and surprises that await participants at this year’s event.
Tell us a bit about the spark. What ignited this idea?
I am an economist by profession, not a gastronome, but I see a great potential in this sector that can positively impact all other sectors of the economy. The spark was ignited during my professional experiences when, in 2012, I happened to live in Berlin for six months, where I met a large community of Albanians who were owners and managers of bars, restaurants, and hotels. There are over 20,000 bars and restaurants owned by Albanians worldwide, and from these, 6,000 are in Germany, with over 500 located in Berlin alone. I’ve also visited Albanian-owned restaurants during my travels to London, Vienna, Zurich, Rome, and beyond—not just because they are owned by Albanians, but because they are excellent restaurants, often better than the locals’. If there is one sector of the economy where hardworking and honest Albanians excel and contribute the most, it’s gastronomy. This is why I have always been highly interested in capitalizing on the potential of our Diaspora to create business opportunities, attract new investments, and brand our culture and gastronomy.
What is the main mission and vision of the GAG Festival, and how do you see it developing in the coming years?
The GAG Festival’s motto is “Where Tradition Meets Trade.” Our goal is twofold: to promote Albanian heritage and culture by celebrating our rich traditions on a global stage, while simultaneously fostering Albanian economic development by showcasing high-quality Albanian products and services to European markets. By inspiring collaboration and innovation, our long-term vision is to see a world where Albanian culture and economic potential are recognized and valued on the international stage. We aim for the GAG Festival to become an annual event wherever there are Albanians involved in gastronomy, with the goal of making them the primary buyers of products and services from Albania, Kosovo, North Macedonia, and Montenegro.
Read More: Global Albanian Gastronomy Festival is Coming: Book Your Stand at the Largest Trade Fair Abroad!
Why did you choose Berlin? What makes it the ideal city for this event?
Berlin is simply the heart of Europe. It is home to more than 500 bars and restaurants owned by Albanians. Berlin is easily accessible for all Albanian gastronomes from Italy, Greece, Switzerland, Austria, the UK, the USA, and every other city in Germany. This year, Germany gave the Albanian national team a chance, and now it’s time for Germany to give Albanian companies a chance to score in its market. This month also marks the 10th anniversary of the Berlin Process, making it the perfect time for companies from the Western Balkans to demonstrate their readiness to integrate into the European market with quality and professionalism.
Berlin is where East and West reunited after the ’90s, and as Albanians who have also been reborn after the ’90s, we will all come together in Berlin on October 2-3.
What are the key highlights of this year’s festival that exhibitors and visitors should be excited about?
This is called a festival because there will be a series of activities for all participants, and we expect over 3,000 of them. In addition to the trade fair, which will feature over 120 companies from Albania, Kosovo, Montenegro, and North Macedonia, the event will be inaugurated by the highest leaders of our Albanian states. We will have 12 discussion panels on the role of the Albanian diaspora, gastro-tourism, gastro-diplomacy, opportunities for Albanian companies to expand with franchises in the German market, and more. There will also be a culinary program where renowned Albanian chefs from around the world will cook using their specialties and techniques. The event will culminate on the evening of October 3 with a Gala Dinner, where there will be an awards ceremony: the “Athanas” award and the “Mother’s Hands” award, recognizing the contributions of Albanian gastronomes worldwide who, with their successes and generosity, have been our country’s best ambassadors, even in times when we didn’t have official embassies.
Tickets are now on sale on our website: www.gagfestival.com. We welcome everyone to Berlin on October 2-3!
What sets this fair apart from similar events in Europe?
The GAG Festival will undoubtedly be the largest Albanian trade fair ever organized abroad. Albanian companies often participate in international fairs, and there are events with Albanian companies within the country, but this is the first time that a fully Albanian team from Albania, Kosovo, and North Macedonia will organize such a large-scale fair abroad, fully dedicated to Albanian companies—where the spotlight is solely on them.
This has sparked a lot of curiosity among Germans in Berlin as well. Of course, we’ve been inspired by gastronomy fairs organized by Italians, French, and British, but we are a people who learn and adapt quickly, and we believe it won’t be long before the GAG Festival becomes one of the most exciting fairs in Europe.
What opportunities does this fair offer to participating companies?
This fair will be a great opportunity for all participating companies to connect with a large community of Albanian gastronomes worldwide—owners or managers of bars, restaurants, hotels, clubs, distribution companies, supermarkets, and more—as well as with German gastronomes in this sector. These connections will open doors to business opportunities, whether through product and service exports or joint investments in businesses or franchising Albanian gastronomy brands in European markets. There will be over 120 participating companies offering products and services from restaurant/bar design to furnishing, kitchen equipment, food and beverage supply—everything from water, wines, juices, oils, and medicinal herbs to packaging, uniforms, and digital services with apps, websites, and social media marketing. The entire value chain in gastronomy will be present.
The Albanian diaspora shines worldwide. How do you foresee the impact of this festival on Albania’s economic spectrum in the coming months?
The impact of an event like this is both immediate—the number of business contracts or collaborations formed—and long-term. Our goal is to strengthen the brand and reputation of Albanian gastronomy and “Made in Albania” or “Made in Kosovo” products so that people, starting with Albanians and eventually Europeans and Americans, perceive them as quality products. On the other hand, the more people recognize and enjoy Albanian gastronomy, the greater the impact on gastro-tourism in attracting foreign visitors.
Finally, we aim to see more Albanian restaurants opening worldwide, branding our nation in this direction as well.
Any surprises? Give us an exclusive detail for Business Magazine.
A novelty we will present during the fair is the App – Albanian Gastronomy Network—an application dedicated to all Albanian gastronomy professionals and businesses worldwide, connecting them for business purposes. This will be a patented brand, and soon we hope to see it in all Albanian restaurants around the globe, serving the grand purpose of branding Albanian gastronomy.
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