The report recommends tools that help tourism and fashion stakeholders co-create new products
In a significant move to enhance cultural tourism, UN Tourism and Università della Svizzera Italiana, a university located at Lugano in Switzerland, have partnered to explore the role of fashion in enriching travel experiences while supporting indigenous communities, small-scale artisans, and local businesses. A new report highlights how destinations are integrating fashion into tourism strategies to promote cultural preservation, responsible travel, and inclusive economic growth.
In a press statement UN Tourism says that the report aims to promote responsible travel, preserve cultural identity, and create inclusive economic opportunities through locally rooted fashion industries.
It adds that the report notes the potential for fashion to attract diverse audiences and promote inclusive growth.
The statement adds that in regions like Oaxaca in Mexico and Lagos in Nigeria, tourism linked to traditional fashion has contributed to job creation and market expansion for local designers.
The report outlines how these products, when purchased at their place of origin, offer more than economic value. They serve as links between travellers and local traditions, helping sustain heritage industries and support community livelihoods.
The report recommends stronger collaboration between fashion designers and tourism stakeholders to co-create locally grounded experiences. It promotes tools and strategies for product development, branding, marketing, and sustainable practices.
It also emphasises the role of tourists in this process. Without awareness and appreciation, the cultural significance of fashion risks being reduced to commercial souvenirs.
The report encourages tourists to learn about the origins, techniques, and meanings behind the items they buy.
To facilitate meaningful collaborations, the report recommends tools that help tourism and fashion stakeholders co-create new products. It also explores marketing strategies, branding techniques, and sustainability principles that can guide future projects.
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