Despite the growth of globalization 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 11 countries  (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 key players in fashion and tourism sectors.
• Promotes tools that create an enabling environment for these stakeholders to co-create new products, while also addressing marketing strategies, branding, and sustainability principles.
• Highlights the need to raise awareness among tourists, encouraging responsible behaviour and deeper appreciation of specific cultural contexts.

By blending traditional fashion expressions with innovation, these examples demonstrate how creative industries can serve as a tool for trade opportunities, inclusive growth, and cultural exchange across the globe.

Acknowledgements

This publication was jointly commissioned by UN Tourism and USI – Università della Svizzera italiana.  The report was produced by Lorenzo Cantoni, professor at USI, as well as UNESCO Chair in ICT (Information Communication Technologies) to develop and promote sustainable tourism in World Heritage Sites. The publication was also co-written, edited and coordinated by Igor Stefanovic, Technical Coordinator of the Ethics, Culture and Social Responsibility (ECSR) Department at UN Tourism, and Giorgia Ventura, Project Associate at ECSR.

We would like to extend our thanks to Sandra Carvao, Lorena Villar, and Susana Costa Resende for the technical revision and content inputs, and to Juliana Contreras for editing and proofreading. We also extend our gratitude to the Executive Director Zoritsa Urosevic, supervisor of the ECSR Department, for her support in carrying out this research. UN Tourism staff and technical experts express their gratitude to all those who contributed with their experience to the case studies contained in the publication Fashion and Cultural Tourism. Connecting Creators, Businesses and Destinations, especially: Laura Ahmad, Malak Alsanea, Amir Hassoun, Marta Javarone, Mustapha Maulid, Pilar Montesinos, Thereza Mugobi, Marina Nuñez Bespalova, Deborah Park, Yolanda Perdomo, Puspita Ayu Permatasari, Francesco Tapinassi and Matthey Vincent.

Professor Lorenzo Cantoni would like to extend his special gratitude to the ISEM Fashion Business School in Madrid for hosting him on sabbatical leave in 2024 while researching for this publication.