TUI Care Foundation launches three cultural projects in least developed countries

German tour operator TUI is supporting new projects related to cultural tourism as the foundation sees it as an inclusive sustainable way to promote tourism while providing skills, job opportunities and protecting local cultural heritage.

Tourism can indeed play a vital role in advancing sustainable development in Least Developed Countries (LDCs). Communities often face challenges such as limited job opportunities, informal economies and under-resourced cultural sectors.

In Cambodia, despite the country’s rich cultural heritage, artists and artisans face limited access to markets, training, and visibility. In Zambia and Rwanda, young creatives often lack the professional opportunities and platforms needed to share their stories and promote their cultural identity. To address these challenges, the TUI Care Foundation is launching three new projects to empower local talent, strengthen unique cultural heritage, and connect communities to the benefits of tourism.

Cambodia

In Battambang, a culturally rich city in northwest Cambodia, local artists struggle to gain visibility and economic stability due to the city’s historically low tourism profile – which is overshadowed by more prominent destinations like Siem Reap and Phnom Penh.

TUI Colourful Cultures Battambang addresses these challenges by revitalizing the city’s artistic identity and promoting it as a cultural tourism destination.

In partnership with Phare Ponleu Selpak, a Cambodian non-profit arts school, the project organizes two large-scale urban arts festivals in 2025 and 2027, featuring over 20 public performances – including circus, dance, and live music – and 20 workshops involving students and professional artists. These events aim to engage 30,000 people and bring arts into public spaces through murals, street performances, and interactive installations.

Additionally, student artists from vulnerable backgrounds will receive scholarships for professional training in visual and performing arts, whilst upgraded facilities at the artist residency space will support ongoing skills development and provide a platform for student artists to showcase their work.

Siem Reap with its world-renowned Angkor Wat temple complex attracts millions of tourists annually, yet many local artisans struggle to benefit from this influx. The handicraft sector – though vital to the local economy – remains largely informal, leaving artisans without stable income or social protection.

TUI Colourful Cultures Siem Reap supports 200 artisans through a hybrid business model that combines incubation and a cooperative system. It provides vocational and entrepreneurship training, guaranteed income and access to social benefits.

Delivered in partnership with the Satcha Handicraft Incubation Center, the program includes education in marketing, business creation, language skills and design techniques. Artisans produce high-quality handmade goods using locally sourced materials, which are promoted through partnerships with 50 tour operators and over 50 hotels. The project also hosts 50 cultural dinners annually, featuring craft demonstrations and traditional performances, and offers DIY workshops for visitors. Expansion to two rural areas, including Kulen Mountain, will ensure broader community inclusion.

Zambia and Rwanda

In Zambia and Rwanda young creatives often lack the tools, training, and networks to turn their storytelling talents into viable careers.

TUI Colourful Cultures Zambia & Rwanda builds on a successful first phase in Zambia and expands its reach to Rwanda. The program targets young people who are passionate about arts, conservation and tourism and provides training in photography, videography, and digital storytelling.

Participants take part in field trips to apply their skills in real-world settings and are connected to tourism organizations that can benefit from their expertise. Six-month fellowships in both countries offer stipends, mentoring and practical experience to develop Destination Ambassadors. The project supports over 120 jobs and engages 30 organizations, including cultural institutions, creative hubs and tourism stakeholders.

Both initiatives are part of the global TUI Colourful Cultures program which includes projects in Mexico, Zanzibar, Croatia, Morocco, Lisbon, Bulgaria, and Egypt. These initiatives empower artists and artisans to gain access to new income opportunities and promote their cultural heritage through tourism offers.

The TUI Care Foundation’s ‘Tourism for Development Month´ is a month of activities dedicated to projects in Least Developed Countries. Through a series of project launches and educational activities, it focuses on how sustainable tourism can increase the capacity of destination communities and empower them to improve their livelihoods, conserve and regenerate nature, and create market-based solutions that benefit tourism destinations.

The projects are supported through the TUI Care Foundation’s Tourism for Development Fund. It commits €10 million by 2030 to empower Least Developed Countries, a joint TUI Care Foundation and UN Tourism pledge.