Caribbean cultural heritage and creativity shine at the World Tourism Event (WTE) in Genoa

The Caribbean’s rich cultural heritage and creativity were on full display at the World Tourism Event (WTE) for World Heritage Sites, held in Genoa, Italy, from 12 to 14 September 2024. This marked the first time the Caribbean participated as a region in this prestigious trade fair, thanks to the support of the programme Transcultura: Integrating Cuba, the Caribbean and the European Union through Culture and Creativity, implemented by UNESCO and funded by the European Union.

"The Cultural and Creative Industries associated with tourism offer opportunities to enhance heritage protection and promotion, and generate income and jobs for local communities in a sustainable way. The Caribbean has untapped potential to develop this type of tourism."

— Anne Lemaistre, Director of the UNESCO Regional Office in Havana

Under the theme ‘a unique cultural and creative experience’, the Caribbean stand attracted significant attention among the more than 5,000 visitors who attended the event. The stand, organized as part of the Transcultura programme, featured 18 representatives from Antigua and Barbuda, Barbados, Bahamas, Cuba, Dominica, Grenada, Saint Lucia, Saint Kitts and Nevis, Suriname, Trinidad and Tobago, including tourism and heritage managers, young entrepreneurs and also representatives from the Caribbean Tourism Organization. 

The culture and heritage that exist in the Caribbean are extremely diverse and unique, creating opportunities for the inhabitants working on these islands. Events like this enable us to network at a higher level to see what is being done in other destinations around the world and how they are preserving culture in the long term.

— Narendra Rangumlam Sustainable Development Tourism Consultant, Caribbean Tourism Organization

The members of the Transcultura delegation had the opportunity to network with tour operators and other tourism professionals, aiming to promote the inclusion of their offerings in new markets through business-to-business meetings. 

"At a trade fair, the objective is to showcase and ‘sell’ our products. I felt very comfortable doing this at the event, as I believe the Italian market is close to Cuba and the ‘punto cubano’ can be very attractive to it. I am very thankful to have been able to present my project here."

— Leidys Hernández, Director of Oralitura Habana

Traditionally based on its ‘sea, sun and sand’ offer, the Caribbean region strongly depends on income from tourism. The COVID-19 pandemic and the threats posed by climate change are driving the need for a more diversified offer.

To promote this approach, the Transcultura programme produced the study Linking Caribbean Cultural Resources and Creative Assets for Tourism Development Opportunities, which maps historical places, festivals, traditions and other practices with the potential to attract visitors and generate income for local communities. The author of this study, Transcultura consultant Bernhard Bauer, presented these resources directly to the public during the event and panel discussion “The Caribbean: a unique cultural and creative experience,” where young heritage managers and creative entrepreneurs showcased their projects.

By participating in this event, Transcultura aims to pave the way for future alliances and enhance the visibility of the region’s cultural and creative tourism potential. The event provided a valuable platform for the Caribbean to connect with the European market and promote sustainable tourism through culture and creativity.

This story was first published by UNESCO Caribbean.