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UNWTO Silk Road Tour Operators’ Forum, Thursday 7 March 2013, ITB Berlin

‘Raising the Profile of the Silk Road on the International Market’, Thursday 7 March 2013, 11.00-13.00, ‘Palais West Room’ at ITB 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.

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.

This meeting will be conducted in English.

The UNWTO Silk Road Programme is an initiative of the World Tourism Organization (UNWTO), a specialized agency of the United Nations. In collaboration with Member States, UNESCO and other UN agencies, the private sector and civil society, the Programme aims to enhance sustainable tourism development and promote cultural diversity along the historic Silk Road route.

UNWTO Member States involved in this initiative include Albania, Armenia, Afghanistan, Azerbaijan, Bangladesh, Bulgaria, China, Croatia, DPR Korea, Egypt, Georgia, Greece, India, Iran, Iraq, Israel, Italy, Japan, Jordan, Kazakhstan, Mongolia, Pakistan, Republic of Korea, Russian Federation, Saudi Arabia, Syrian Arab Republic, Tajikistan, Turkey, Ukraine and Uzbekistan.

Tour Operators’ Forum 2013 - Programme

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