Home » Tourism news » TUI moves towards sustainable tourism and artisan empowerment in Dubrovnik
Sunday, June 30, 2024
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Known for its rich history and cultural attractions, Dubrovnik is a top destination for travelers from all over the world. But in a city with an average of 36 tourists for every local resident, the city’s booming tourism industry is bringing both benefits and economic challenges. The rising cost of living is weighing heavily on the guardians of Dubrovnik’s cultural heritage and artisan community.
In response to these challenges, TUI Care Foundation, in collaboration with local civil society organisation DEŠA, launched TUI Colourful Cultures Croatia, an innovative initiative aimed at empowering women artisans and achieving economic independence, whilst enhancing the cultural experience for visitors and promoting global appreciation for Dubrovnik’s unique heritage.
At the heart of this initiative are cultural events aimed at celebrating and leveraging the city’s traditional craftsmanship. These events provide a platform for creators to showcase their talents, generate income and attract tourists to Dubrovnik’s cultural heritage. Interactive pop-up events and workshops led by skilled artisans and innovative young talent offer visitors an immersive experience and a chance to support local craftsmanship. Through these interactions, artisans not only earn an income for their skills but also share their traditions with people from all over the world.
DEŠA Social Shop plays a key role in this ecosystem by exclusively presenting and selling distinctive products made in these workshops, thus ensuring that the economic benefits of tourism directly benefit the local community and preserve Dubrovnik’s artisanal traditions.
A highlight of this initiative is the biennial Handicrafts Festival, a vibrant event that brings together over 12,000 participants, showcases artisanal skills, hosts interactive sessions and is a vivid testament to Dubrovnik’s cultural vibrancy.
At the official launch of this transformative project in Dubrovnik, TUI Care Foundation Trustee Member Helen Caron and DEŠA Executive Director Ana Cvetković spearheaded the efforts to revitalize and protect Dubrovnik’s rich cultural heritage through sustainable tourism activities and artisan empowerment.
Helen Caron: “Croatia’s rich cultural heritage is not only treasured by its residents, but it is also a strong economic asset. By empowering local artisans through the TUI Colourful Cultures Croatia initiative, we are ensuring that tourism is a force for good, preserving traditions whilst creating sustainable livelihoods.”
Ana Cvetkovic, Executive Director of DEŠA: “TUI Colourful Cultures Croatia is a partnership between DEŠA and TUI Care Foundation, committed to promoting local resources, cultural heritage, self-employment and regional development, and enriching the experience of our guests. Over the next two years, we will be organising creative workshops and fairs at DEŠA in Lazareti, a hub where artisans and tourists can exchange knowledge. Our collaboration began during the corona crisis, offering workshops for children, youth and women. We look forward to continuing our community development efforts together.”
TUI Colourful Cultures Croatia aims to empower local women, promote sustainable tourism in Dubrovnik and make a lasting impact on the socio-economic fabric of the city.
The initiative forms an important part of TUI’s wider global programme, TUI Colourful Cultures, which stretches across Mexico, Peru, Turkey and Croatia, and focuses on supporting artists and artisans, providing them with new sources of income and promoting their cultural heritage through tourism initiatives.
