Empowering women

through Creative

Industries and Tourism

Marie-Claude Frauenrath

Senior Trade Promotion Officer

International Trade Centre

International Trade Centre (ITC)

Mission

Established in 1964 as the joint implementing agency of the WTO and

UNCTAD, ITC specializes in trade development and export promotion.

www.intracen.org

ITC enables small business export

success in developing and transition

countries by providing, with partners,

sustainable and inclusive trade

development solutions to the private

sector, trade support institutions and

policymakers

ITC at a glance

Trade and market

intelligence

Strengthening trade and

investment support

institutions

Conducive business

environment (policies)

SME competitiveness:

diversification and

connecting to value chains

Mainstreaming inclusive and

green trade

ITC focus areas ITC clients

Policy-makers

Trade Support

Institutions

Enterprises

ITC

beneficiaries

Small and

medium sized

enterprises

Regional economic

integration

Empowering

women

through trade

is one of ITC

main

objectives

4

Inclusive Tourism approach ITC’s assistance to develop tourism from a trade perspective is three-fold:

Enable tourism backward linkages:

• working with local SMEs and communities

• develop right products and services (crafts, agro-food, cultural tourism

community tours, music/dance performances)

• link to tourism industry

Enhance tourism forward linkages:

• Train inbound tour operators to become export ready

• Tourism trade fairs participation

• Linkages with outbound tour operators

Improve tourism public institutions and sector associations:

• enable to offer better services to clients i.e. tour operators, hotels and

related industries (food, crafts, entertainment, transport etc.)

Inclusive Tourism Training Modules:

ITC project development & implementation

LATIN AMERICA

Brazil

Bolivia

Colombia (PD)

El Salvador

Jamaica (PD)

AFRICA

Benin

Gambia (PD)

Mozambique

Senegal

Uganda (PD)

ASIA

India (PD)

Lao PDR

Maldives (PD)

Myanmar

Philippines (PD)

Samoa (PD)

Tonga (PD)

Vietnam

MIDDLE EAST

Syria (PD)

PD: Opportunity Study & Project Development

CENTRAL ASIA

Tadjikistan (PD)

Mozambique (2008-2012):

• Poor communities in Inhambane, Maputo and Nampula trained to develop and manage cultural tourism tours together with tour operators and local government

• Four pilot tours developed, including marketing brochures for each of the tours, strategies to market cultural tourism through local tourism operators and tourism websites

• Women dancers and musicians linked to tourism market through development of cultural tourism tours in Inhambane and Nampula

• Ministry of Culture and Ministry of Tourism and INATUR, the National Tourism Institute in charge of tourism promotion in the country, assisted to develop a promotion plan for cultural tourism and help the communities to market the tours

Partners: UNESCO, ILO

Lao PDR (2011-2017)-Luang Prabang

Province

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• Increase the sales value of silk and cotton craft

items, mainly produced by women, sold to tourists

• Luang Prabang Handicraft Association (LPHA)

strengthened

• A Handicraft “Label of Origin” was developed to

provide locally produced craft with a Unique

Identity. Launched in December 2012 over 120

entities (producers, traders, etc) have adopted the

label

• On-site weaving demonstrations in six

locations– four luxury hotels, the Traditional Art and

Ethnicity Museum, and the Night Market –to

sensitize tourists to the heritage and meaning of

handicraft in the province.

• Advisory services provided by

a designer from Thailand to

enhance the design and quality

of their products.

• Twelve companies participated in

LifeStyle Vietnam trade fair: 9,000

products sold and US$ 17,000

worth orders, further promoting the

label and opening new export

markets

Myanmar (2014-2017): Women entrepreneurship in

Kayah state

Improve quality and link to tourism

market for women craft and food producers

Development of creative tourism activities at

weaving centers & sausage/rice wine experiences

Development of Cultural Tourism tours in

Kayah state (Pan Pet and Tanee La Le) including

women craft producers and services providers

(e.g. rice washing, traditional dresses, craft

demonstration, natural sites)

Women and Trade Programme

Greater economic benefits to women by:

Participating in export-oriented value chains,

including tourism

Increasing women entrepreneurs trade

competitiveness

Improving quality of goods and services supplied by

women entrepreneurs

Women and Trade Projects 16

Global Platform for Action on Sourcing from Women Vendors and:

Ethiopia and Mongolia:

Supporting Women

Business Enterprises

in the Textiles and

Garments Sector

Economic Empowerment

of Women in the Pacific Region

Ghana: Improving

competitiveness of

women in the yam

value chain

Enhancing

Women SMEs

Development in

the State of

Palestine

Zambia:

Empowering

Women in the

Cotton Sector

Improving economic

benefits for women

in the coffee sector

(East and Central

Africa)

Nicaragua:

Enhancing the

capacities of women

business enterprises

to participate in

international trade

Economic Empowerment of women in the

Pacific Region (2014-2016)

Countries and sectors:

• Papua New Guinea: Bilum for tourists and exports

• Vanuatu: Agricultural products for the tourism industry

• Samoa: Access for women to government procurement

Budget: US$ 2,6 millions

Donor: DFAT

• Enhancing the creativity and productive capacity of Papua New

Guinea’s traditional bilum products by introducing women

weavers to new fibres and designs in collaboration with global

partners such as fashion schools in London and New York, and

international designers

• Organizing Bilum producer groups into formal associations

• Current monthly income from bilum sales between US$ 75 and

US$ 150. 90% of women are main income earner in the

household

• Focus of the project on tourism market and export (Australia,

UK, USA)

Papua New Guinea 18

19

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• The project links women farmers to the tourism value chain

on Espiritu Santo Island, the fastest growing cruise ship

destination in Vanuatu

• Capacity building for better quality products and business

skills

• Creating linkages with the local tourism industry (hotels,

restaurants, Vanuatu Hotels and Restaurant Association)

• Working with Carnival Cruises to develop culinary-based

excursions for cruise ship passengers, capitalizing on tourists

demand for authentic and unique experiences.

Vanuatu 21

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ACCESS! Export Training Programme

• More than 2’500 women exporters trained in Africa

• Capacity of Trade Support Institutions (TSI) built

• Gender-sensitive language, examples, images

• Participatory learning techniques, learning by doing

• Focusing not jut on information but empowerment

• Paying attention to logistics, time and location;

appropriate outreach methods

• Networking opportunities for women, such as with other

businesses, local authorities and export service

providers

• Explore activities involving family members

Ethiopia Tanzania Cameroon Tunisia

Handloom

Handicrafts

Leather

Textiles and Garments

Horticulture

Textiles

Mining

Agribusiness

Handicrafts

Trading

Services

Industry

Agribusiness

Information and

communications

Technologies

Industry

Handicrafts

Textiles

Services

Agribusiness

ACCESS! Export Training Programme

ACCESS! for African Businesswomen in International Trade

International Trade Environment Export Documentation

Are you ready to export? Transportation

Global Value Chain Export Financing and Getting Paid

Strategy for Exports Cash Flow Management

Market Research Intellectual Property

Building an Export Business Plan Information and Communication technology

Building Production capabilities Making Resources Decisions

Packaging and Labelling Exporting Horticultural Products

Export Quality Management Exporting Handicraft Products

Distributing your products Exporting Coffee Products

Communicating on your products Exporting Leather Products

Raising customer interest Exporting your Services

Incoterms Gender Issues and International Trade

Costing and pricing Environmental Issues and International Trade

Communication and Negotiation Skills Result Based Management (for institutions only)

Contracting and Legal Aspects Business Counselling Guide and Exercise kit

How does ITC’s trade related technical assistance

target women through creative industries and

tourism?

Exploit opportunities for income generating activities:

• Increase product quality and quantity

• Enhance women’s business skills

• Facilitate linkages to the tourism industry and to export markets (e.g.

participation to trade fairs, buyers-sellers meeting, study tours)

• Strengthen trade associations with particular focus on women

Thank You!

Marie-Claude Frauenrath

Senior Trade Promotion Officer

Office for Asia and the Pacific

www.intracen.org/tourism