• First projects in Morocco and Zanzibar focusing on sustainable tourism around UNESCO World Heritage destinations, supporting communities and safeguarding cultural and natural heritage

• Initiatives empower women, young people, artists and local tourism entrepreneurs while safeguarding cultural heritage

• Global initiative to strengthen international cooperation and private sector engagement for sustainable tourism across holiday destinations

The partnership responds to the growing pressure on many heritage destinations worldwide, where increasing visitor numbers create economic opportunities but also place strain on local communities, cultural traditions and natural environments. By working closely with tourism stakeholders, local communities, cultural practitioners and public authorities, the initiatives aim to demonstrate how tourism can actively contribute to heritage preservation and inclusive local development.

Through activities including Forodhani Culture Nights, Zanzibar Your Creative Markets, Youth Heritage Ambassadors, and traditional expressions such as Taarab music, the project will promote Zanzibar’s rich living heritage whilst creating new opportunities for local communities to participate in and benefit from responsible and inclusive tourism development.

Julien Pellaux, Director of Partnerships at UNESCO, states: “Sustainable tourism must benefit the communities who safeguard our World Heritage and sustain its living traditions. This partnership is about working with the private sector to shape tourism more responsibly - ensuring that economic activity supports heritage protection and translates into meaningful opportunities for local communities. Together, we are helping define a more balanced and sustainable model of tourism for present and future generations.”

Alexander Panczuk, Managing Director of the TUI Care Foundation, says: “Cultural heritage visits are a key reason to travel – and tourism can play a vital role in preserving unique cultural heritage in destinations around the world. Yet many communities face increasing pressure to preserve traditions and ensure that tourism benefits local people sustainably. Through our partnership with UNESCO, the TUI Care Foundation is supporting innovative approaches that connect heritage preservation with economic opportunities for local communities - particularly for young people, women, artists and artisans. Together, these projects underline how tourism can be a powerful force for cultural preservation, community empowerment and sustainable development.”

Alongside the two destination projects, UNESCO and the TUI Care Foundation will also strengthen international dialogue and collaboration around sustainable tourism in UNESCO destinations worldwide. The initiative supports international knowledge exchange, strategic events and communication activities to facilitate a movement of tourism stakeholders, heritage experts, development organisations and private sector partners to promote responsible and inclusive tourism practices.