UN Tourism and the charitable arm of TUI Group – the world’s largest leisure, travel and tourism company – have entered into an agreement to empower artists and artisans in Gambia, Morocco, Mozambique, Namibia, Rwanda, Senegal, South Africa, Tanzania, Tunisia and Zambia.

TUI Care Foundation has become the first partner to support the pilot phase of UN Tourism’s Tourism for Rural Development Small Grants Programme. Through the agreement, the partners will expand the reach of TUI Care Foundation’s Colourful Cultures programme, calling for proposals from non-profit organisations to develop innovative initiatives that benefit artisanal and artist communities. The call is expected to open for applications in September.

“Tourism has the power to transform lives and communities, especially in rural areas. By supporting artists and artisans, we are not only preserving cultural heritage but also creating sustainable income opportunities. This collaboration with TUI Care Foundation exemplifies our commitment to inclusive and sustainable tourism for rural development,” said UN Tourism Secretary-General Zurab Pololikashvili at the signing ceremony in Madrid.

The foundation’s global Colourful Cultures programme has already made meaningful contributions to artists, artisans and content creators in Kenya and Zambia.

In Mombasa, the programme has supported the Association for the Physically Disabled of Kenya (APDK), which helps to provide employment for local artisans with disabilities. The programme has funded the upgrading of facilities at APDK’s Bombolulu Workshop and Cultural Centre, housing a community of 190 families, with residents upskilled and employed in jewellery-making, tailoring, woodcraft, leather-work and production of mobility aids such as wheelchairs. 

In Zambia, the foundation has partnered with digital tourism marketing company Discover Zambia to build capacity for content creators and organisations that manufacture crafts. Through workshops and specialised training, the project helps creatives to access markets where they can promote Zambia's arts and culture scene as well as its appeal as a tourist destination.

“By supporting artists and artisans, we are preserving cultural heritage and promoting economic growth and social well-being in some of the world's most vulnerable tourism destinations. This change-making collaboration with UN Tourism, inspired by our global TUI Colourful Cultures programme, is an important cornerstone of our Foundation's strategy,” said TUI Care Foundation Chairperson Thomas Ellerbeck.

In 2023, both organisations launched the Tourism for Development Fund with €10 million to support sustainable development in destinations in the world's least developed countries.