The Silk Road a “pet project” of the UNWTO will be the focus of a forum at the coming ITB Berlin on March 7 from 11 am to 1 pm.
BERLIN- 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. Half of it is located in China. The Silk Road passes through Shaanxi, Gansu, Qinghai Provinces, Ningxia Hui and Xinjiang Uygur autonomous regions and then stretches over the Pamirs, further extend to Central and West Asia and finally gets to the east bank of the Mediterranean Sea and Eastern Europe.
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.
Yet 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.
This 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.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
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