UN Tourism and the Università della Svizzera italiana (USI) have partnered to come up with a first of its kind report that explores how fashion and the creative industries can play a key role in crafting cultural tourism experiences for different audiences.
- The report—Fashion, and Cultural Tourism: Connecting Creators, Businesses and Destinations—offers an overview of the key concepts and definitions related to creative industries, fashion, and cultural tourism, highlighting how destinations can leverage this synergy to attract visitors while preserving their cultural heritage.
- The report features success stories from 11 countries around the world, and provides actionable recommendations for both private and public stakeholders to integrate tourism and fashion at the destination level.
- The report says that tourists themselves still need to have a greater awareness of responsible behaviour and deeper appreciation for specific cultural contexts, through education and engagement.
FASHION AS A CONNECTION TO LOCAL CULTURE: Despite the growth of globalisation and e-commerce, fashion-related products such as textiles, jewellery, perfumes, and accessories, still hold the greatest value when purchased at their destinations of origin. These items are more than souvenirs—they are powerful storytellers that connect travellers to the culture, history, and identity of places they visit.
Drawing on case studies from Indonesia, Italy, Lebanon, Mexico, Nigeria, Peru, Republic of Korea, Saudi Arabia, Spain, Switzerland, and Tanzania, the report:
- Shows how fashion and tourism are interwoven to uplift local creators and attract diverse audiences.
- Suggests recommendations on how to create win-win synergies between fashion and tourism key players.
- Promotes tools that create an enabling environment for these stakeholders to co-create new products, while also addressing marketing strategies, branding and sustainability principles.
- Makes clear the need to raise awareness among tourists, encouraging responsible behaviour and deeper appreciation for specific cultural contexts.
By blending traditional fashion expressions with innovation, these examples show different ways the creative industries can serve as a tool for trade opportunities, inclusive growth and cultural exchange, across the globe.
ABOUT: UN Tourism is a specialised agency of the United Nations.
- The Università della Svizzera italiana (USI), a Swiss public university, conducts cutting-edge research and offers specialised Master’s programmes in both fashion and tourism.
- It is also home to a UNESCO Chair in ICT to develop and promote sustainable tourism in World Heritage Sites.
