Cultural and creative tourism for the valorisation of the confraternities of trades

This contribution addresses the opportunities and challenges related to the valorization of the heritage of the confraternities of trades through cultural and creative tourism (CCT) experiences. It focuses on the design and promotion of an experiential CCT concept aimed at enhancing both the tangible and intangible cultural heritage of tailoring confraternities in Napoli (Italy), through a cultural itinerary that links churches and streets in the city’s historic centre, offering unique experiences to discover the Neapolitan tailoring tradition. The development of this experiential model aligns with a creative tourism approach intended to counteract mass cultural tourism by fostering visitors’ awareness of craft tradition and its excellence through authentic experiences capable of generating a unique and memorable connection with the place visited, to the beneZt of the destination and the local craft realities (Richards, 2020). This approach has proven effective in valorizing textile crafts (Richards, 2010) and aligns with international best practices for enhancing typical local products, such as Geographical Indications (GIs), through sustainable tourism (RIPA, 2024). While not the primary focus of the initiative, GIs are considered here as useful conceptual tools for interpreting the relationship between craftsmanship, territorial identity, and heritage-based value creation. On this basis, the study presents the Zndings of the initial stages of the multidisciplinary design research process of the CCT experience of the tailoring confraternities. It highlights the synergy between digital strategies and participatory approaches, promoting new forms of engagement with craft heritage through virtual tools and interactive formats. Co-design activities involved local public and private stakeholders, including cultural institutions, associations, schools, and enterprises to capture visitor proZles and shape the experiential concept. In this way, the study provides a methodological contribution to CCT experience design and offers practical insights for developing sustainable heritage experiences integrating creative tourism and community-based approaches.