Silk Road tourism opportunity to raise profile

Tour operators forum for ITB

The Silk Road, which stretches over 12,000 kilometers, is a rich mosaic of tourism destinations and products based on unique and outstandingly rich heritage, nature and traditions.

It represents an array of histories, peoples and cultures crossing almost 30 countries, and offers an exceptionally diverse range of experiences for travellers.

Commercial interest across the region has grown considerably in recent years, with ancient connections between the Middle East and Asia being revitalized in a surge of trade and investment in energy, infrastructure, and manufacturing. Stronger economies, improved infrastructure and connectivity, advances in information technology and enhanced mobility are creating new opportunities for tourism.

But is this yet a classic tourism opportunity?

The lack of market research and information available on the Silk Road is preventing tourism development from reaching its full potential. Little is known about the Silk Road traveller and its source markets, needs, expectations, interests and travel patterns. Without this information, it is difficult for destinations to effectively implement marketing campaigns, develop attractive product and increase yield from tourism.

The ITB tour operators forum will be an opportunity for tour operators from across the Silk Road and beyond to share knowledge, experience and perspectives on a number of key topics, including market intelligence, joint product development and cooperative marketing. This forum will look at how stakeholders can join forces to create a better business environment for growth and raise the profile of the Silk Road on the international stage.

This meeting will be conducted in English.

2013 is shaping up to be a busy year for the Silk Road and this presentation will look at how stakeholders can benefit from collaborating together within the framework of the UNWTO Silk Road Programme.

The presentation will provide a review of the Programme’s progress in 2012 and outline major projects and priorities scheduled for 2013, in line with the Silk Road Action Plan. The presentation will include examples of how a number of Silk Road destinations are making progress in the 3 key areas: marketing and promotion; destination management and travel facilitation.

Further information and to register: http://silkroad.unwto.org/en/event/unwto-tour-operators-forum-silk-road-2013

Valere Tjolle

See amazing new 2012 sustainable tourism report 90% off offer HERE