USI, the Università della Svizzera Italiana, a public Swiss University established in 1995, with campuses in Lugano, Mendrisio and Bellinzona, and UN Tourism, the United Nations World Tourism Organization, a specialized agency of the United Nations which promotes responsible, sustainable and universally – accessible tourism, headquartered in Madrid, Spain established a partnership to incorporate fashion into cultural tourism.
The renowned Università della Svizzera Italiana, with more than 4.500 students and 1.400 professors and researchers from more than 110 countries conducts cutting - edge studies and offer's specialized master's program in both fashion, and tourism which alo has a UNESCO Chair in ICT to develop and promote sustainable tourism in World Heritage sites is actively working in this project which promises to have a notable impact in the international landscape.
Destinations are increasingly focusing on fashion to enhance the tourism experiences and empower local communities, especially indigenous populations, as well as small – scale creators and businesses.
However, as a new report by UN Tourism and the USI, Università della Svizzera Italiana, clearly indicates, tourist themselves still need to become more aware of responsible behaviour and to appreciate specific cultural context to a greater extent, through education and participation.
Despite the growth of globalization and e - commerce, fashion related products such as accessories, jewelry, perfumes and textiles remain at their highest value when purchased in their home destinations.
These items are more than souvenirs, they have their own personal story that connects travellers to culture and history, and identifies the places they visit.
Based om case studies from 11 countries such as Lebanon, Indonesia, Italy, Nigeria, Peru, Republic of Korea, Saudi Arabia, Spain, Switzerland and Tanzania the report highlights :
• Shows how fashion and tourism are interwinded to boost local creators and attract a diverse audience.
• Makes recommendations on low to create mutually beneficial synergies between the main players in fashion and tourism.
• Promote tools that create an enabling environment for these stakeholders to co – create new products, while addressing marketing strategies, branding, and sustainability principles..
• Highlights the need to raise awareness among tourists, encouraging responsible behaviour and greater appreciation of specific cultural contexts.
By combining traditional expressions of fashion with innovation, these examples show different ways in which the creative industry can be a tool for business opportunities, inclusive growth and cultural exchange across the globe.
Link - https://www.unwto.org/news/un-tourism-and-universita-della-svizzera-italiana-partner-to-incorporate-fashion-into-cultural-tourism
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Thanks a lot to read and note.