A hybrid workshop organized by USI – Università della Svizzera italiana in collaboration with UN Tourism
Friday, 24 October 2025
Hosted by the Lifestyle Tech Competence Center
in presence: Via Pietro Peri 21B, 6900 Lugano, Switzerland ¦ online: the link will be provided in due time to registered participants
Background
Fashion is one of the most dynamic forms of cultural expression and a powerful driver of the creative economy, worldwide. When thoughtfully integrated into tourism, the fashion ecosystem becomes a bridge between cultural identity, tradition and innovation, offering immersive experiences that celebrate local craftsmanship, safeguard cultural heritage and engage diverse audiences. It is against this backdrop that Università della Svizzera italiana (USI) is partnering with UN Tourism (former World Tourism Organization) to launch the joint report “Fashion and Cultural Tourism – Connecting Creators, Businesses, and Destinations” issued in April 2025. This hybrid workshop will also showcase good practices that harness the potential of fashion as a catalyst for cultural tourism, trade and innovation, at the destination level.
The workshop is held as a side-event of the EU project SECreTour.
Goals
- Present key findings from the newly launched UN Tourism USI joint report “Fashion and Cultural Tourism – Connecting Creators, Businesses, and Destinations”
- Explore the potential of fashion and tourism integration to enrich cultural tourism offerings at the destination level
- Showcase case studies that illustrate effective collaboration between cultural creators, designers and tourism destinations
- Provide guidelines for public administrations, tourism boards, and businesses to integrate fashion into tourism strategies
- Encourage knowledge exchange and new partnerships among stakeholders engaged in tourism, culture, and the creative industries
Draft programme
10:00 – 10:30 | Welcome Coffee & Registration
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10:30 – 11:00 | Opening remarks
Ambassador Dilyor Khakimov, Director of International Relations, Partnerships and Advocacy, UN Tourism
11:00 – 12:00 | Highlights of the UN Tourism & USI joint report “Fashion and Cultural Tourism – Connecting Creators, Businesses, and Destinations”
Prof. Lorenzo Cantoni, Università della Svizzera italiana & USI’s UNESCO Chair & dr. Nadzeya Sabatini, USI & Gdańsk University of Technology
Exploring the role of fashion and creative industries in cultural tourism in both directions: from Tourism to Fashion and viceversa
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12:00 – 13:15 | Insights into selected Case Studies
moderated by Giorgia Ventura, Project Associate, Ethics, Culture and Social Responsibility Department, UN Tourism
Cases will be announced in due time
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13:15 – 14:30 Light Lunch & Networking hosted by LTCC
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14:30 – 15:30 | Strategic Guidelines for Policy Makers, Q&A & discussion
Igor Stefanovic, Technical Coordinator, Ethics, Culture and Social Responsibility Department, UN Tourism
Recommendations for public administrations and destination managers to integrate fashion in cultural tourism
15:30 – 16:00 | Closing
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16:00-17:00 | Aperitivo hosted by USI
How to register
Registration is free of charge, but please note that places for in presence participation are limited, depending on the space available (in presence participants must cover all travel and lodging expenses).
Please register here