TUI invests in Dubrovnik's heritage: How to connect local artisans with global travellers
The new phase of the „TUI Colourful Cultures Croatia” programme shows how tourism giants can concretely respond to the challenge of overtourism and simultaneously create added value for the local community and travellers.
Dubrovnik, along with all the advantages that come with the status of one of the world's most popular destinations, is facing pressure that threatens the survival of indigenous crafts and traditions. In that context, TUI Care Foundation is launching the second phase of its project aimed at providing financial and expert support to local craftsmen.. Instead of simply observing the local community as a backdrop, this initiative seeks to integrate indigenous skills into the tourist offering and international sales channels.
From tradition to a business model
The project is focused on economic independence and sustainability, encompassing 215 women artists and craftswomen over the next three years. The focus is not only on preserving crafts such as pottery, weaving, embroidery, and soap making, but also on education in business, digital marketing, and small business management.
This approach allows for the creation of new, authentic experiences for guests who are increasingly seeking a deeper connection with the destinations they visit. Through collaboration with hoteliers and agencies, the plan is to create 75 new cultural and gastronomic experiences. Alongside pop-up events at accommodation facilities and workshops, the aim is to reduce seasonality and encourage year-round tourism activity.
Integration into the aerospace industry and global visibility
One of the most interesting new developments at this stage of the project is direct collaboration with the airline TUI Airline. Local creatives from Konavle had the opportunity to design elements that will be used on long-haul flights in Boeing 787 aircraft.
With this move, TUI is not only promoting the destination but also an authentic story that accompanies the traveller even before they arrive at Dubrovnik. The CEO of the TUI Care Foundation, Alexander Panczuk, highlighted that the initiative combines the preservation of cultural heritage with sustainable income, while from TUI Airways emphasise that such projects enrich the in-flight user experience.
