Fashion attracts bigger-spending tourists and is a driver for local economies

A study conducted by a researcher at the Instituto Superior Miguel Torga in Coimbra concluded that fashion, in addition to attracting high-spending tourists, acts as a driver for local economies.

"Fashion tourism shouldn't be seen simply as a platform for trends. It's a catalyst for urban, cultural, social, and economic development, capable of transforming tourist destinations and giving them new relevance," emphasized Maria Nascimento Cunha, the researcher who led the study.

According to a press release sent to the Lusa news agency, tourists attracted by fashion weeks and international fashion shows spend, on average, 30% more than other visitors, exceeding one thousand dollars per trip.

This consumption pattern was already known, but Maria Nascimento Cunha's research shows that "fashion tourism is now a sociocultural promotion strategy to boost the economy of cities, far beyond the luxury niche."

The Portuguese professor is co-author, with Ukrainian researcher Oleksandr P. Krupskyi, of the chapter "Impact of Visual Communication of Fashion Tourism on Consumers of Iconic Destinations", which is part of the book "Fashion Industry and Tourism Strategy: Transforming Destinations and Shaping Experiences", coordinated by academics from Italy and India, and which brings together contributions from 34 authors from 16 countries.

A study conducted by the Instituto Superior Miguel Torga, which surveyed tourists in Portugal and Spain, concluded that high-quality visual content—images and narratives associated with fashion—accounts for 60% of travelers' engagement with destinations.

"In practice, this means that effective visual campaigns significantly increase the likelihood of visits. Furthermore, major fashion events, such as Paris or Milan Fashion Week, generate an increase of around 15% in tourist revenue in the following months," he said.

According to Maria Nascimento Cunha, “sophisticated visual communication creates an emotional connection between tourists and cities.”

"When this connection is created, visitors don't just come to watch parades: they extend their stay, return later, and take the opportunity to learn about the local heritage, culture, and identity."

Regarding the profile of these travelers, "two-thirds are women and the dominant age group is between 30 and 39 years old," the most active group on social media and digital platforms.

"The results demonstrate the importance of considering fashion tourism from a digital and strategic perspective, as this audience is highly receptive to immersive experiences and visual campaigns," he stated.

Beyond the immediate economic impact, fashion tourism “can be used as a revitalization strategy in emerging or lesser-known cities, helping to reduce tourist seasonality and project local cultural identity internationally.”

However, it warns of the risks of consumerism and the sector's environmental footprint, with the path forward being to "align these events with responsible practices: slow fashion, circular economy, appreciation of craftsmanship, and investment in green technologies."

"Fashion can be both part of the problem and part of the solution. It's up to each urban community to choose the path that values ​​local traditions and creates opportunities beyond rapid consumption," the researcher concluded.