Empowering women through Creative Industries and Tourism. Marie-Claude Frauenrath Senior Trade Promotion Officer International Trade Centre

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1 Empowering women through Creative Industries and Tourism Marie-Claude Frauenrath Senior Trade Promotion Officer International Trade Centre

2 International Trade Centre (ITC) Established in 1964 as the joint implementing agency of the WTO and UNCTAD, ITC specializes in trade development and export promotion. Mission 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

3 ITC at a glance ITC focus areas 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 Regional economic integration ITC clients Policy-makers Trade Support Institutions Enterprises ITC beneficiaries Small and medium sized enterprises

4 Empowering women through trade is one of ITC main objectives 4

5 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.)

6 Inclusive Tourism Training Modules:

7 ITC project development & implementation LATIN AMERICA Brazil Bolivia Colombia (PD) El Salvador Jamaica (PD) CENTRAL ASIA Tadjikistan (PD) AFRICA Benin Gambia (PD) Mozambique Senegal Uganda (PD) MIDDLE EAST Syria (PD) ASIA India (PD) Lao PDR Maldives (PD) Myanmar Philippines (PD) Samoa (PD) Tonga (PD) Vietnam PD: Opportunity Study & Project Development

8 Mozambique ( ): 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

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11 Lao PDR ( )-Luang Prabang Province 11 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.

12 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

13 Myanmar ( ): Women entrepreneurship in Kayah state 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) 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

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15 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

16 Women and Trade Projects 16 Global Platform for Action on Sourcing from Women Vendors and: Enhancing Women SMEs Development in the State of Palestine Ghana: Improving competitiveness of women in the yam value chain Nicaragua: Enhancing the capacities of women business enterprises to participate in international trade Improving economic benefits for women in the coffee sector (East and Central Africa) Zambia: Empowering Women in the Cotton Sector Ethiopia and Mongolia: Supporting Women Business Enterprises in the Textiles and Garments Sector Economic Empowerment of Women in the Pacific Region

17 Economic Empowerment of women in the Pacific Region ( ) 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

18 Papua New Guinea 18 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$ % of women are main income earner in the household Focus of the project on tourism market and export (Australia, UK, USA)

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21 Vanuatu 21 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.

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23 ACCESS! Export Training Programme More than 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

24 ACCESS! Export Training Programme ACCESS! for African Businesswomen in International Trade International Trade Environment Are you ready to export? Global Value Chain Strategy for Exports Market Research Building an Export Business Plan Building Production capabilities Packaging and Labelling Export Quality Management Distributing your products Communicating on your products Raising customer interest Incoterms Costing and pricing Communication and Negotiation Skills Contracting and Legal Aspects Export Documentation Transportation Export Financing and Getting Paid Cash Flow Management Intellectual Property Information and Communication technology Making Resources Decisions Exporting Horticultural Products Exporting Handicraft Products Exporting Coffee Products Exporting Leather Products Exporting your Services Gender Issues and International Trade Environmental Issues and International Trade Result Based Management (for institutions only) Business Counselling Guide and Exercise kit

25 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

26 Thank You! Marie-Claude Frauenrath Senior Trade Promotion Officer Office for Asia and the Pacific