World Tourism Organization

UNWTO

SILK ROAD ACTION PLAN

2012/2013 Enhancing collaboration for sustainable tourism development

©World Tourism Organization | Working document | Last modified March 2013

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CONTENTS

INTRODUCTION ..........................................................................................................................4

TOURISM, DEVELOPMENT & THE ROLE OF UNWTO .........................................................4

TOURISM & THE SILK ROAD ...............................................................................................4

MISSION & GOALS ......................................................................................................................5

MISSION .............................................................................................................................5

OBJECTIVES AND OUTCOMES ............................................................................................5

FOCUS AREAS .....................................................................................................................6

ENGAGING STAKEHOLDERS .......................................................................................................7

GOVERNING BODIES ..........................................................................................................8

REVIEW AND PROGRESS 2011-2012 ..........................................................................................9

ACTION & IMPLEMENTATION……………………………………………………………………………………………. 10

MAJOR EVENTS 2013………………………………………………………………………………………………… 10

FOCUS AREA I: MARKETING & PROMOTION ……………………………………………………………… 11

FOCUS AREA 2: CAPACACITY BUILDING & DESTINATION MANAGEMENT ………………… 13

FOCUS AREA 2: TRAVEL FACILITATION …………………………………………………………………..… 14

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‘The Silk Road Action

Plan 2012/2013 is a call

for stakeholders to join

UNWTO’s efforts in

building a stronger Silk

Road destination brand

that will attract the

attention of tourists,

media and investors

globally. Let us work

together towards a

more competitive and

sustainable future for

Silk Road tourism.’

Taleb Rifai

UNWTO Secretary-General

SILK ROAD ACTION PLAN 2012/2013 Enhancing collaboration for

sustainable tourism development

WELCOME

Welcome to the World Tourism Organization's Silk Road Action Plan 2012/2013. Inside is an outline of UNWTO's key strategies and initiatives planned to help Silk Road tourism grow more robust, competitive and sustainable.

UNWTO has been supporting the development of sustainable tourism along the Silk Road for many years. This Action Plan reinforces UNWTO’s commitment to working with stakeholders to stimulate investment along the Silk Road while protecting cultural and environmental resources and driving poverty reduction. This Action Plan focuses on targeted, pragmatic and collaborative activities with realistic and achievable objectives. Success will rely on dedicated input, engagement and support from the industry.

Over the decades, tourism has experienced continued growth and deepening diversification to become one of the fastest growing economic sectors in the world. Today, the business volume of tourism equals or even surpasses that of oil exports, food products or automobiles. Tourism now represents an estimated 5 per cent of the world's GDP and 30 per cent of global exports of services (US$1 trillion a year) and is responsible for one in twelve jobs worldwide. In the year 2012, it is predicted that international tourist arrivals will reach 1 billion.

All stakeholders have a role to play and by engaging in the activities presented in this Action Plan, you will help contribute to achieving a brighter future for Silk Road tourism.

©World Tourism Organization | Working document | Last modified March 2013

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INTRODUCTION TOURISM, DEVELOPMENT & THE ROLE OF UNWTO As a s eciali ed a enc of the United Nations, the World Tourism Or ani ation is the leadin

international or ani ation in the field of tourism. It ser es as a lo al forum for tourism

olic issues and a ractical source of tourism kno -ho . UNWTO plays a central and

decisive role in promoting the development of res onsi le sustaina le and uni ersall

accessi le tourism a in articular attention to the interests of developing countries.

With impact on economic growth and development, tourism can make a significant

contribution to address climate and poverty imperatives. Offering opportunities for

entrepreneurship, it provides millions of direct jobs worldwide, as well as countless more

through its multiplier effect on related sectors. It is already one of the largest employment

sectors in many countries and a fast entry vehicle into the workforce for young people and

women in both urban and rural communities.

UNWTO takes a leading role in encouraging the im lementation of the Global Code of Ethics

for Tourism ith a ie to ensurin that mem er countries, tourist destinations and

usinesses ma imi e the ositi e economic social and cultural effects of tourism and full

rea its enefits hile minimi in its ne ati e social and en ironmental im acts.

TOURISM & THE SILK ROAD

Acclaimed as the ‘ reatest route in the histor of mankind’ the ancient Silk Road formed the

first bridge between the East and West and was an important vehicle for trade between

ancient empires of China, India, Persia & Rome. Dating back to 200 BC, the route was a

channel for contact between people and cultures, inspiring the exchange of dialogue, art,

religion, ideas & technology. With its richly diverse cultural heritage and its wealth of natural

tourism attractions spanning across 12,000 kilometers of ancient routes, the Silk Road today

offers visitors the opportunity to experience a unique network of destinations, following the

footste s of some of the orld’s most acclaimed explorers such as Alexander the Great and

Marco Polo.

The Silk Road Member States are in a unique position to leverage from each other by

collaborating in a number of areas such as marketing, product development, tourism route

development, travel facilitation and cross border initiatives. The Silk Road Action Plan

2012/2013 is designed as a platform to facilitate this, ultimately aiming to increase visitor

length of stay and tourism yield across the regions. The Member States currently involved in

the Silk Road Programme include: Albania, Armenia, Azerbaijan, Bulgaria, China, Croatia,

DPR Korea, Rep. Korea, Egypt, Georgia, Greece, Iran, Iraq, Israel, Italy, Japan, Kazakhstan,

Kyrgyzstan, Mongolia, Pakistan, Russia, Saudi Arabia, Syria, Tajikistan, Turkey, Turkmenistan,

Ukraine and Uzbekistan.

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MISSION & GOALS MISSION The Silk Road Action Plan 2012/2013 will continue to focus on driving collaborative,

sustainable tourism growth along the Silk Road. The strategies are built around one

overarching mission:

‘The Silk Road Action Plan will work as a collaborative framework for marketing and capacity

building, raising the profile of Silk Road tourism and driving development that is sustainable,

responsible and internationally competitive.’

OBJECTIVES AND OUTCOMES The Silk Road Action plan comprises of strategies working towards the following objectives:

•The Silk Road will be an established brand, supported by extensive cooperative marketing campaigns

•High quality infrastructure will facilitate smooth travel across international borders

The Silk Road will be an internationally renowned, seamless travel experience

•Governments will value and support the tourism sector and gain significant return for their investment

•The Silk Road will offer high quality tourism infrastructure

•Tourism will generate significant direct and indirect employment

The tourism sector will be prosperous across all Silk Road

destinations, stimulating ongoing investment

•Strong co-operation between Silk Road countries

•Profitable partnerships between public and private sectors

•Increased visitor length of stay and yield across all regions

Silk Road stakeholders will work closely together for mutual

benefit

•Advanced cultural management systems in place

•Environmental sustainability will underpin every aspect of tourism development

Tourism will drive improved cultural and environmental

management

•Promotion of cultural pluralism and intercultural dialogue

•Intercultural cooperation as a key instrument to strengthen social cohesion, solidarity and peace

Silk Road tourism will act as a vehicle for fostering peace and

cultural understanding

©World Tourism Organization | Working document | Last modified March 2013

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FOCUS AREAS Objectives outlined in the SR Action Plan 2012/2013 focus on three key areas of activity:

Marketing and promotion

• Coordinated marketing of a universal Silk Road brand identity and image

•Develop a comprehensive Silk Road travel website

•Promote good news stories and improve accessibility of information on destinations

Capacity building & destination

management

•Implement capacity building programmes focused on destination management and heritage conservation in regional areas

•Increase connectivity through tourism route development

Travel facilitation

•Increase cooperation between Member States to allow smoother travel across international borders

•Work towards developing a Silk Road tourist visa

SILK ROAD

ACTION PLAN

2012/2013

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ENGAGING STAKEHOLDERS

The input, endorsement and support of stakeholders from across the Silk Road are essential

in ensuring the success of the Silk Road Programme and during 2010/2011, UNWTO formed

a Silk Road Task Force consisting of nominated representatives from National Tourism

Organizations, UN agencies, and the private sector to have an active role in realizing the

Action Plan’s o jecti es.

Silk Road Action Plan

UNWTO

Secretariat

SR Task Force

SR Member States

UNWTO Affiliate

Members & private sector stakeholders

NGOs and other entities

Educational institutions

Partner UN agencies

©World Tourism Organization | Working document | Last modified March 2013

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GOVERNING BODIES While the Silk Road Action Plan relies on the active participation of all stakeholders, there

are four key groups that are responsible for managing and implementing major activity:

World Tourism Organization

•Lead and drive the Silk Road Programme

•Provide a collaborative platform for building alliances

•Coordinate logistics of major events

•Communicate on progress

•Seek and manage donor funding/sponsorhip

UN Agencies

•Provide expertise and endorsement of SR initiatives

•Galvanise support through networks

•Example institutions: UNESCO, UNDP, UNCTAD, UNEP

•Promote the activities in the context of the UN Millennium Development Goals (MDGs)

SR Task Force

•Determine key strategies and actions

•Endorse and drive implementation

•Encourage sharing and exchange of best practices

•Example bodies include: NTOs, private sector stakeholders, finance/investment

SR Member States

•Ensure representation and involvement in SR Task Force

•Actively participate in SR Ministers' Summit

•Promote collaboration and cooperation amongst SR Member States in accordance with SR Programme Objectives

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REVIEW AND PROGRESS 2011-2012

Within the pragmatic, collaborative approach undertaken since the first UNWTO Silk Road

Action Plan 2010/2011, UNWTO, in cooperation with its Member States, partners and

stakeholders, worked to achieve the following in 2011/2012:

Established a Silk Road Task Force, ensuring all key stakeholders are represented

and have input on the direction of the Programme. The second meeting was

held in November 2012, supported by WTM London.

Collaborated with sister UN agencies (UNESCO, UNEP, UNCTAD) to adopt a

multi-faceted approach to planning and development also taking into

consideration investment concerns.

Brought together Ministers of Tourism along the Silk Road to discuss key issues

at UNWTO Silk Road Ministers’ Meeting, supported by ITB Berlin in March 2012

and 2013.

Established the Silk Road as a key feature at major international tourism fairs

through implementing since 2010-2011 a comprehensive programme of trade

and consumer seminars and promotional activities at WTM London, ITB Berlin

and JATA Tokyo.

Enhanced communication and promotion of the Silk Road through the UNWTO

Silk Road Programme website (silkroad.unwto.org); social media presence

(LinkedIn, Twitter, Flickr and Vimeo); Silk Road promotional clip in partnership

with the Buzz Business (UNWTO Affiliate Member); collaborating with Pilot

Production for 2 special episodes on Silk Road for Glo e Trekker’s 20th

Anniversary ROUND THE WORLD marathon broadcast to 30 million viewers in

40 countries.

Attracted new countries Bulgaria and Bangladesh, as well as new destinations

and UNWTO Affiliate Members to join.

Researched and consulted experts on developing a Silk Road marketing strategy,

including a comprehensive analysis of 300,000 blogs, chatrooms and forums

Investigated opportunities and approaches for developing a Silk Road

sustainable travel website in cooperation with major travel websites and

consultants

Collaborated with over 170 graduating students of the Ecole Hôtelière de

Lausanne, Switzerland for the development of a 5-10 years strategic plan for ten

participating countries during the EHL/UNWTO Strategy Challenge

Organized in collaboration with the Ministry of Culture and Tourism of

Azerbaijan an International Conference on Food, Culture and Tourism to

highlight potential of the Silk Road region for food and intangible cultural

tourism.

©World Tourism Organization | Working document | Last modified March 2013

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ACTION & IMPLEMENTATION

MAJOR EVENTS UNWTO’s meetings, seminars, events and workshops will continue to focus on sharing ideas

and best practices and fostering collaboration. In 2012/2013, UNWTO will continue working

in partnership with major international tourism fairs to promote Silk Road tourism through

its ongoing programme of consumer and trade activities.

MAJOR EVENTS 2013

UNWTO Silk Road FITUR Travelers’ Treasure hunt: Consumer Promotional Campaign

2 February 2013, FITUR, Madrid, Spain

UNWTO Silk Road Ministers’ Meeting

6 March 2013, ITB Berlin, Germany

UNWTO Tour Operators’ Forum on the Silk Road

7 March 2013, ITB Berlin, Germany

3rd Meeting of the UNWTO Silk Road Task Force

22-23 April 2013, Baku Azerbaijan

6th UNWTO International Meeting on Silk Road Tourism

1-3 August 2013, Dunhuang, Province of Gansu, China

Silk Road Programme’s activities at WTM London

4-7 November 2013, WTM London, UK

Silk Road Speed Networking for Tour Operators in cooperation with WTM London

(4 November 2013)

Silk Road Social Media Event in cooperation with WTM London & its Social Media

Market (6 November 2013)

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s an

d

fost

er

sust

ain

able

to

uri

sm d

eve

lop

me

nt

to

incr

eas

e v

isit

atio

n, g

en

era

te e

mp

loym

en

t an

d

stim

ula

te lo

cal e

con

om

ies.

Th

e Si

lk R

oad

bo

asts

a p

leth

ora

of

cult

ura

l an

d

nat

ura

l att

ract

ion

s ac

ross

its

regi

on

s, y

et

sup

po

rtin

g in

fras

tru

ctu

re is

oft

en m

od

est

and

m

anag

emen

t sy

stem

s lim

ited

. UN

WTO

is w

ork

ing

on

dev

elo

pin

g a

pla

tfo

rm f

or

cap

acit

y b

uild

ing

and

re

gio

nal

dev

elo

pm

ent

in c

oo

per

atio

n w

ith

th

e Th

emis

Fo

un

dat

ion

th

at w

ou

ld:

Co

ntr

ibu

te t

o t

he

pro

tect

ion

an

d p

rom

oti

on

of

her

itag

e si

tes

wit

hin

Silk

Ro

ad c

ou

ntr

ies

and

d

rive

su

stai

nab

le t

ou

rism

gro

wth

Pro

vid

e tr

ain

ing

for

volu

nte

ers

and

ho

st

com

mu

nit

ies

on

her

itag

e m

anag

emen

t

Stim

ula

te a

war

ene

ss o

n t

he

imp

ort

ance

of

pro

tect

ing

and

pre

serv

ing

her

itag

e si

tes

Max

imis

e th

e jo

int

exp

erti

se o

f U

NW

TO,

UN

WTO

Th

emis

Fo

un

dat

ion

an

d U

NES

CO

th

rou

gh c

olla

bo

rati

ve e

ffo

rts

and

exc

han

ge o

f kn

ow

-ho

w

1.

Iden

tify

th

e p

ilot

des

tin

atio

ns

2

. C

on

du

ct a

n e

xplo

rato

ry m

issi

on

an

d d

evel

op

wo

rk p

lan

3

. En

gage

ho

st c

om

mu

nit

y an

d

inte

rnat

ion

al v

olu

nte

ers

4.

Imp

lem

ent

wo

rksh

op

s

5.

Co

nd

uct

nec

essa

ry f

ield

wo

rk

Ho

st c

om

mu

nit

ies,

her

itag

e m

anag

emen

t in

stit

uti

on

s,

par

tici

pat

ing

volu

nte

ers

Dep

end

ent

on

th

e n

atu

re a

nd

sco

pe

of

init

iati

ves

and

th

e n

eed

s o

f p

arti

cip

atin

g re

gio

ns,

est

imat

ed c

ost

bet

we

en

€1

00

,00

0-3

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SILK

RO

AD

AC

TIO

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LAN

20

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Pro

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nd

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ay

FOC

US

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PA

CIT

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UIL

DIN

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DES

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DG

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ar

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sear

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he

to

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alit

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itu

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10

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n b

est

p

osi

tio

n it

self

wit

hin

th

e S

ilk R

oad

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The

stra

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fo

cus

on

th

e ar

eas

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keti

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nd

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acit

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uild

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des

tin

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n m

anag

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ust

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xper

ts

– in

fie

lds

ran

gin

g fr

om

sce

nar

io p

lan

nin

g to

su

stai

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le f

inan

ce –

will

ho

ld g

ues

t le

ctu

res

and

w

ork

sho

ps

thro

ugh

ou

t th

e se

ven

wee

ks, i

n o

rder

to

gu

ide

the

stu

den

ts t

ow

ard

tan

gib

le, r

ealis

tic,

an

d

acti

on

able

rec

om

men

dat

ion

s.

1.

Pla

n s

trat

egy

ou

tlin

e fo

r st

ud

ents

2

. En

gage

Mem

ber

Sta

tes

(10

in t

ota

l)

and

no

min

atio

n o

f ke

y fo

cal p

oin

t 3

. St

ud

ent

rese

arch

per

iod

(en

d A

pri

l to

en

d M

ay)

4

. P

rese

nta

tio

ns

and

Silk

Ro

ad T

hin

k Ta

nk

(sch

edu

led

fo

r 4

Ju

ne

20

12

) 5

. St

rate

gie

s p

rom

ote

d o

n U

NW

TO

web

site

an

d im

ple

men

ted

in

cou

ntr

ies

wh

ere

app

licab

le

6.

PR

cam

pai

gns

thro

ugh

ou

t

Par

tici

pat

ing

Mem

ber

St

ates

, all

oth

er M

em

ber

St

ates

th

at w

ill h

ave

acce

ss t

o t

he

stra

tegy

m

od

els,

EH

L st

ud

ents

EHL:

gen

eral

co

ord

inat

ion

, UN

WTO

: su

pp

ort

ing

ove

rall

coo

rdin

atio

n w

ith

Mem

ber

St

ates

an

d s

pea

kers

, Me

mb

er S

tate

s:

pro

vid

ing

foca

l po

int

and

del

egat

e fo

r Si

lk

Ro

ad T

hin

k Ta

nk

Pro

ject

s U

nd

erw

ay

FOC

US

AR

EA 3

: TR

AV

EL F

AC

ILIT

ATI

ON

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CTI

VE

STEP

S IN

VO

LVED

W

HO

WIL

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ENEF

IT

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ET R

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RA

ISIN

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PO

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F FA

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ITA

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NW

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lon

gsid

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the

r o

rgan

izat

ion

s, s

uch

as

the

Wo

rld

Tra

vel &

To

uri

sm C

ou

nci

l (W

TTC

) an

d A

ir T

ran

spo

rt

Ass

oci

atio

n (

IATA

), w

ill w

ork

to

ad

van

ce t

he

ag

en

da

of

visa

fac

ilita

tio

n.

The

UN

WTO

Silk

Ro

ad

Pro

gram

me

will

be

pu

blis

hin

g ca

se s

tud

ies

and

b

est

pra

ctic

es

in t

rave

l fac

ilita

tio

n o

n it

s w

ebsi

te

and

co

nti

nu

ing

its

effo

rts

to r

aise

aw

aren

ess

wit

h

gove

rnm

ents

on

th

is is

sue.

1.

Esta

blis

h c

ase

stu

dy/

bes

t p

ract

ice

po

rtal

on

UN

WTO

Silk

Ro

ad w

ebsi

te

2.

Pu

blis

h a

nd

pro

mo

te a

ll jo

int

UN

WTO

init

iati

ves

on

tra

vel

faci

litat

ion

incl

ud

ing

UN

WTO

/WTT

C

rep

ort

(to

be

lau

nch

ed M

ay 2

01

2)

3.

Co

nti

nu

e ta

lks

wit

h A

mb

assa

do

rs

and

Hea

ds

of

Stat

e o

n t

he

imp

ort

ance

of

trav

el f

acili

tati

on

in

stim

ula

tin

g d

em

and

in t

ou

rism

an

d

con

trib

uti

ng

to e

con

om

ic g

row

th

and

job

cre

atio

n

All

stak

eho

lder

s

No

t ap

plic

able

.

©World Tourism Organization | Working document | Last modified March 2013

SILK

RO

AD

AC

TIO

N P

LAN

20

12

/20

13

WE WELCOME YOUR FEEDBACK!

Contact Us:

UNWTO Silk Road Programme

World Tourism Organization (UNWTO)

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Spain

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