TUI Colourful Cultures Croatia
Dubrovnik is a historic coastal city with a strong tourism economy and a rich tradition of arts and crafts. At the same time, high tourism pressure drives up living costs and reduces access to affordable workspaces, especially for women artisans, young artists and elderly custodians of cultural heritage. These groups face growing difficulty in sustaining their livelihoods through traditional skills.
The second phase of TUI Colourful Cultures Croatia responds to this challenge by building directly on the activities and results of the first phase implemented between 2023 and 2025. The project expands craft workshops, public events and Art & Craft festivals, whilst also broadening the programme to schools and kindergartens. Its main purpose is to strengthen Dubrovnik’s cultural and creative economy by supporting artisans, preserving intangible heritage and linking these practices more closely to tourism. The project empowers beneficiaries by giving them skills, platforms and access to income opportunities rooted in local tradition. Through this approach, the project aims to create long-term cultural, social and economic value for the city.
Dubrovnik continues to experience high levels of tourism concentrated in limited areas and seasons. This pressure increases rents, operational costs and competition for space, which can heavily affects local residents. Artisans and artists who rely on traditional crafts face unstable income and limited market access. At the same time, demand from visitors for authentic cultural experiences remains high. Without new, sustainable models that connect artisans to tourism value chains, traditional skills risk disappearing from daily economic life.
The first phase of TUI Colourful Cultures Croatia organised more than 200 workshops and engaged more than 1000 participants from the local community and visiting tourists. Fifteen local artisans were actively involved, and the annual Art & Craft Festival grew significantly. Seasonal pop-up events in hotels improved visibility for artisans and supported income generation. Digital marketing training strengthened participants’ skills. These experiences demonstrated that hands-on workshops, festivals and tourism partnerships can successfully support artisans while offering meaningful cultural experiences. The second phase builds on these lessons and adapts the model to current challenges.
The project now expands its support to 215 women artisans and artists over a three-year period. Around 200 participants take part in training in traditional crafts such as embroidery, weaving, painting, soap making and clay modelling. An additional 15 women receive more intensive mentoring that combines craft skills with entrepreneurship, digital marketing and basic business management. These participants develop nano-businesses and strengthen their ability to earn income from their skills. Several women from the first phase continue as mentors, ensuring continuity and peer learning. Through these activities, beneficiaries improve their skills, gain confidence and increase their economic independence whilst actively preserving Dubrovnik’s cultural traditions.
The project also delivers a wide programme of cultural engagement activities that connect residents, young people and tourists. A total of 40 pop-up Art & Craft events take place in partner hotels, allowing visitors to meet artisans, observe production processes and take part in small-group workshops. At Lazareti, 150 free workshops offer regular and seasonal opportunities for hands-on participation, ensuring access for both locals and visitors. Youth engagement becomes a new focus through Art&Craft4YOUth activities in three schools, reaching 30 students, and Art&Craft4JOY workshops in kindergartens, engaging 60 children. The Art & Craft Festival at Lazareti expands to six festivals, attracting around 12,000 visitors and offering direct sales opportunities for artisans. In parallel, the project establishes eight partnerships with hotels, travel agencies and cruise operators and develops 75 bookable cultural and culinary experiences, generating new and diversified income streams for DEŠA and participating artisans.
Project Partner
DEŠA is a civil society organisation working on sustainable social, economic, cultural and ecological empowerment and community building. As such, it actively responds to the needs of citizens and especially provides support to socially sensitive groups that it includes in the social life of the local community. DEŠA strengthens social capital, especially the role of women and young people as bearers of positive changes in society. Its mission is realised through information, awareness, lifelong learning and education, consulting, volunteering and direct work in the community.
