The firstUNWTO SilkRoadMinisters’Summit, held atITB 2011,has concluded with commitment to enhanced cooperationto achieve the objectives of the Silk Road Action Plan, a collaborativeframework for advancing tourism development across 25 countries (Berlin,Germany, 9-13 March2011). “This is an exciting period in the development ofSilk Roadtourism,” said UNWTO Secretary-General,Taleb Rifai, welcoming TourismMinisters and Ambassadors from over25 Silk Roadcountries.
“The Silk Road is apowerful brand for leveraging continued tourismgrowth in Asia and theMiddle East, while utilizing onlinetechnologies and social media. Nevertheless, there are still many barriers to beovercome as we work towards our objectives, including improved travelfacilitation for tourists.”
At theSummit (9 March), UNWTOhighlighted the importance of promoting a consistent and cohesiveSilk Roadbrand identity across destinations. The resultsof preliminary online market research were revealed showing theSilk Roadas the world’s most searched and sought afterinternational travel route. UNWTO also introduced a web initiative which it hasbeen developing with TripAdvisor, designed to promote all of theSilk Roaddestinations on one unique, informative andinteractive online platform.
Ministers, Vice Ministers and Ambassadors from over 25 countriesparticipated in theSummit, sharing their viewsand experiences on how they could benefit from cooperating with otherdestinations to drive development through theSilkRoadbrand. Tour operators urged the destinations to consider theimportance of increasing accessibility, tourism infrastructure and thedevelopment of a reliable product.
UNWTO outlined the Silk Road Action Plan activities implemented sofar and presented key objectives for the coming years. Priorities includecomprehensive brand research and the establishment of aSilk Roadbrand toolkit. Travel facilitation is also highon the agenda. Following theSummit, Mr. Rifai joinedPresident and CEO of Messe Berlin GmbH, Mr. Raimund Hosch, on aVIP Walk on the Silk Road, meeting theMinisters on their stands and visiting the newSilkRoadpavilions.
Other Silk Road events at ITB included theSilk Road Tour Operators’ NetworkingEventwhere outbound and incoming tour operators met to explore new businessopportunities along the Silk Road and theSilk Road Hour, a collection of shortfilms featuring the destinations of theSilkRoad, screened daily at the ITB Cinema.
UNWTO Silk RoadProgramme:http://www.unwto.org/silkroad/index.php?q=en/silkroad
UNWTO Silk RoadAction Plan:http://unwto.org/sites/all/files/pdf/silk_road_action_plan_2011_english_0.pdf
