The initiative builds on the joint report “Fashion and Cultural Tourism – Connecting Creators, Businesses, and Destinations”, which explores how fashion can contribute to tourism development, local value creation, and cultural exchange. The workshop targeted policymakers, researchers, destination management organisations (DMOs), tourism boards, and fashion-sector stakeholders involved in product development, marketing, and communications.
Fashion as a catalyst for tourism growth
The cultural and creative industries are increasingly recognised as central to tourism development. Globally, they contribute 3.1% of GDP and account for 6.2% of total employment, underlining their economic relevance and potential to support destination competitiveness. Fashion, along with design, crafts, music, film, and art, represents a fast-growing segment with strong appeal for travellers seeking authentic cultural experiences.
The event highlighted how fashion initiatives can enhance destination branding, support local talent, and generate new visitor experiences. By connecting designers, artisans, tourism authorities, and the private sector, destinations can create marketable cultural products that extend visitor stays and spending.
Examples from Europe and beyond
A number of destinations shared case studies demonstrating how fashion is being integrated into tourism strategies. Good practices presented included initiatives from the Tuscany Tourism Board (Italy), the Ljubljana Tourism Board (Slovenia), and the Lugano Lifestyle Tech Competence Center (Switzerland).
The discussion also featured examples from Indonesia, Lebanon, Mexico, Nigeria, Peru, the Republic of Korea, Saudi Arabia, Spain, and Tanzania, showcasing diverse approaches such as fashion-based cultural trails, designer-artisan collaborations, and destination-led fashion events that attract both domestic and international visitors.
The workshop reinforced the importance of partnerships between the fashion and tourism ecosystems, noting that collaboration supports local businesses, cultural preservation, and innovation in tourism offerings.
The initiative reflects UN Tourism’s continued focus on developing creative tourism as a strategic growth driver, encouraging destinations to explore new synergies between cultural heritage, creative industries, and visitor experience development.
tags: UN Tourism
