CRAFTOUR : 75 partners, 21 countries, one vision
CRAFTOUR is a European initiative, coordinated by Mad’in Europe, funded by the Horizon program of the European Commission, that brings together 6 projects to revitalise traditional crafts by connecting heritage skills with innovation, digital tools and sustainable business models. With 75 partners from 21 countries, it unites research, education, crafts, cultural institutions and public authorities in a coordinated effort to strengthen the sector. Its approach is rooted in bottom-up engagement, grounded in the real needs of craftspeople and workshops, combined with strong interdisciplinary collaboration to ensure that policy, innovation and practice remain closely aligned.
This work has already taken shape through three major milestones:
Jan 29 - The Scientific Conference: An interdisciplinary approach
Featuring a range of engaging roundtable discussions led by professionals from diverse fields, the event, at the Univeristy of Antwerp, highlighted the importance of collaboration across diverse sectors, bringing together expertise from computer science, economics and anthropology, amongst others, as an effective way to support and enhance the valorisation of the crafts sector.
Dec 10 - Policy Rountable: The first results available
The first set of policy recommendations was presented to the European Commission during a Policy Round Table, based on CRAFTOUR’s 4 main objectives. Read the full set of recommendations here.
Jan 30 - The voices of crafts professionals to the heart of European institutions
At the European Parliament, we challenged the impact of crafts businesses on European competitiveness. The CRAFTOUR conference hosted by MEP Cynthia Ní Mhurchú, explored the interconnections of crafts with sectors such as built heritage, fashion, luxury and tourism. The floor was given to representatives of UNESCO, European Historic Houses, FFIGEA, crafts schools and to craftspeople themselves, confirming our bottom up apporach. We called for concrete engagement from policymakers across several recommendations, including the establishment of a European Observatory of Crafts. Through these initiatives, Mad’in Europe and its partners are building a strong European network to address the fragmentation of the craft sector and work towards a more unified voice at EU level, with results already taking shape at the political level. Discover more in the podcast featuring Madina Benvenuti, Cynthia Ní Mhurchú and Hugh Roche Kelly.
What did we call for?
A better understanding and monitoring of crafts
Crafts shape cultures and local economies, yet remain fragmented and underestimated due to the lack of a shared European framework: CRAFTOUR therefore calls for a common evidence base, built on a harmonised classification model and supported by a permanent European Observatory of Arts and Crafts: mapping and monitoring to create a consolidated statistical framework for crafts is the first step to securing their future in Europe.
A small glimpse into wood-related professions across four countries. An example of the widespread presence of craft professions in Europe.
More support to formal and non-formal skills transmission
Across Europe, workshop closures and skills shortages are not being offset by new generations, especially in heritage crafts, while crafts remain undervalued in education and career guidance: we call for stronger intergenerational transmission, better integration of craft education, and supportive European frameworks that enhance skills, mobility and innovation. Investing in training and transmission means securing the competitiveness and future of European crafts.
La Paix-Dieu
Non-formal education at La Paix-Dieu: advancing craft skills from reskilling to upskilling
Empowering business model and innovation in crafts
Crafts are a vital economic system, driven largely by small and medium-sized enterprises and self-employed artisans rooted in local communities, yet their small-scale models often fall outside standard financial and policy frameworks. We therefore urge policymakers to recognise crafts as a strategic sector, adapt financial tools, broaden innovation criteria, ensure fair partnerships, and invest in education and entrepreneurship to support future generations.
Harris tweed
Harris Tweed is a unique, small-scale and entirely local business model with incredible global impact.
Strenghten the safeguard of European crafts authenticity
The new geographical indications framework is a positive step, yet many small and rural artisans still face barriers in accessing it; we therefore call for targeted support, a shared European narrative to promote authentic crafts and guide consumers, and complementary tools to enhance visibility. Linking authenticity to sustainability and rural development will further strengthen demand for genuine craftsmanship.
Caltagiorone
Caltagirone, a UNESCO city famed for its world class ceramics, is struggling with counterfeits.
How technology can support the revitalisation of crafts?
Technology can play a key role in revitalising the crafts. It should not be seen as a threat but rather as an opportunity to enhance and catalyse craft education. As part of the CRAEFT project, using audiovisual and haptic immersivity, we enable wider access to training, supports innovation and sustainability through digital tools, and builds communities and recognition for artisans via digital platforms.
Preserving Extinct Craft Knowledge Through Technology
You are invited to JEMA 2026.
Across Europe, the European Days of Crafts (Journées Européennes des Métiers d’Art®) are a unique, free event dedicated to improving recognition of the crafts sector. This year, Belgium is the country of honour, therefore we invite all Belgian artisans to open their doors so that the general public can witness their work first hand.
