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Silk Road Tourism and your business
Nikolaos Gkolfinopoulos
Silk Road Project Specialist, UNWTO
8th UNWTO Silk Road Tour Operators Forum
ITB Berlin, 7 March 2019
In this presentation
The UNWTO Silk
Road Initiative
and its new
approach
Organized Tours
VS
Free and
Independent Travel
The Silk Road
narrative as a
selling point
The future of
Silk Road Tour
Operators – Gen Z
is coming!
The UNWTO Silk Road Initiative and its new goals
▪ Development of Silk Road Tourism Intelligence
Country by Country Cluster
▪ New Approach
▪ Knowledge Transfer
▪ Advocacy and Networking
2.90
3.40
3.08
3.21
3.43
3.40
2.60 2.80 3.00 3.20 3.40 3.60
I consider myself aware of the Silk Road history
I am interested in visiting Silk Road destinations
I am aware of the connection of Almaty to the
Silk Road
I knew that Almaty is a Silk Road city BEFORE my
arrival
I want to know more about Almaty and its
connection to the Silk Road
I would be interested to have more experiences
related to Silk Road heritage in Almaty
Agreement Level
Exploring the Silk Road Tourism Performance for Almaty City
Provisional Findings
Organized Tours
VS
Independent and Free Travel
86.5
13.5
0 10 20 30 40 50 60 70 80 90 100
Pre-Purchased Tour
Provisional Findings
Organized Tours
Positives
?
Negatives
?
Positives
?
Negatives
?
Free and
Independent Travel
The Silk Road narrative as a selling point
ARE YOU PROMOTING ANY OF YOUR PRODUCTS
UNDER THE BRAND OF SILK ROAD?
Other IdentityCore Silk Road Identity
▪ Strong Connection to
the Silk Road Brand
▪ What travellers are
looking for
▪ Greater Competition on
Silk Road branded
products
▪ Sound historical
connections
▪ Weak Connection to the
Silk Road Brand
▪ What travellers
accidentally come across
▪ Low Competition on Silk
Road branded products
▪ Low understanding of
historical connections
Activities and Experiences
The future of Silk Road Tour Operators
Gen Z is coming!
▪ Super Mobile
▪ Ultra-Short Attention
▪ Technology and Virtual Reality
▪ Leave Celebrities out
▪ They really REALLY want to experience
the local life and get their hands dirty
Thank You!Nikolaos Gkolfinopoulos
Silk Road Project Specialist, UNWTO
silkroad@unwto.org
#silkroadtourism
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