Upload
vuongkhanh
View
218
Download
0
Embed Size (px)
Citation preview
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
SILK
RO
AD
AC
TIO
N P
LAN
20
12
/20
13
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
SILK
RO
AD
AC
TIO
N P
LAN
20
12
/20
13
3
‘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
SILK
RO
AD
AC
TIO
N P
LAN
20
12
/20
13
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.
SILK
RO
AD
AC
TIO
N P
LAN
20
12
/20
13
5
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
SILK
RO
AD
AC
TIO
N P
LAN
20
12
/20
13
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
SILK
RO
AD
AC
TIO
N P
LAN
20
12
/20
13
7
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
SILK
RO
AD
AC
TIO
N P
LAN
20
12
/20
13
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
SILK
RO
AD
AC
TIO
N P
LAN
20
12
/20
13
9
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
SILK
RO
AD
AC
TIO
N P
LAN
20
12
/20
13
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)
SILK
RO
AD
AC
TIO
N P
LAN
20
12
/20
13
11
FOC
US
AR
EA I:
MA
RK
ETIN
G &
PR
OM
OTI
ON
OB
JEC
TIV
E ST
EPS
INV
OLV
ED
WH
O W
ILL
BEN
EFIT
B
UD
GET
REQ
UIR
ED
GLO
BA
L C
OM
MU
NIC
ATI
ON
S A
ND
MA
RK
ETIN
G S
TRA
TEG
Y F
OR
TH
E SI
LK R
OA
D
Cre
ate
a g
lob
al c
om
mu
nic
atio
ns
stra
tegy
fo
r th
e
Silk
Ro
ad, i
ncl
ud
ing
a b
ran
d t
oo
lkit
wit
h
guid
elin
es
for
use
.
Man
y d
esti
nat
ion
s ar
e cu
rren
tly
usi
ng
the
Silk
Ro
ad
to p
rom
ote
th
eir
des
tin
atio
ns,
ho
wev
er w
ith
ou
t a
un
iver
sal c
om
mu
nic
atio
ns
stra
tegy
, th
eir
effo
rts
are
no
t re
ach
ing
thei
r fu
ll p
ote
nti
al. W
ith
a
pro
fess
ion
al a
nd
att
ract
ive
bra
nd
to
olk
it s
up
po
rted
b
y gu
idel
ines
fo
r u
se, b
ran
d r
eco
gnit
ion
of
the
Silk
R
oad
will
incr
ease
, sti
mu
lati
ng
hig
her
inte
rest
an
d
visi
tati
on
to
th
e d
est
inat
ion
s.
1.
Secu
re f
un
din
g an
d e
stab
lish
b
ud
get
2.
Co
nd
uct
Silk
Ro
ad c
om
pet
itiv
e an
alys
is t
o d
eter
min
e p
ote
nti
al
stre
ngt
hs,
wea
kne
sses
, val
ue
s an
d
char
acte
rist
ics
of
bra
nd
3
. U
sin
g fi
nd
ings
of
rese
arch
, d
evel
op
a c
om
pre
hen
sive
bra
nd
to
olk
it w
ith
gu
idel
ines
fo
r u
se t
o
ensu
re e
ffec
tive
imp
lem
enta
tio
n
and
pro
tect
ion
of
the
bra
nd
4
. C
on
du
ct t
rain
ing
wo
rksh
op
s o
n
ho
w t
o im
ple
men
t co
mm
un
icat
ion
st
rate
gies
All
stak
eho
lder
s, p
arti
cula
rly
Nat
ion
al T
ou
rism
O
rgan
izat
ion
s (N
TOs)
, D
esti
nat
ion
Man
age
men
t O
rgan
izat
ion
s (D
MO
s), p
riva
te
sect
or
stak
eho
lder
s, c
ivil
soci
ety,
co
nsu
mer
s.
Silk
Ro
ad c
om
pet
itiv
e an
alys
is (
€3
5,0
00
ap
pro
x.),
Mar
keti
ng
and
co
mm
un
icat
ion
s to
olk
it (
€3
0,0
00
ap
pro
x.),
Cap
acit
y b
uild
ing
wo
rksh
op
s (d
epen
ds
on
d
esti
nat
ion
s)
THE
SILK
RO
AD
FEA
TUR
E O
N G
LOB
ETR
EKK
ER ‘R
OU
ND
TH
E W
OR
LD’ S
PEC
IAL
20
12
Sho
wca
se t
he
Silk
Ro
ad o
n ‘G
lob
etr
ekk
er’
- t
he
w
orl
d’s
mo
st w
atch
ed
tra
vel p
rogr
amm
e -
as
par
t o
f it
s 2
0th
An
niv
ers
ary
Mar
ath
on
sp
eci
al.
In 2
01
2, U
NW
TO w
ill b
e w
ork
ing
wit
h P
ilot
Pro
du
ctio
ns
and
UN
WTO
Me
mb
er S
tate
s to
film
a
spec
ial 2
par
t ep
iso
de
feat
ure
on
th
e Si
lk R
oad
on
‘G
lob
etre
kker
’. W
ith
an
au
die
nce
of
30
mill
ion
vi
ew
ers
wo
rld
wid
e, it
is a
nti
cip
ated
th
at t
his
p
rogr
am w
ill g
ener
ate
hu
ge p
ub
licit
y fo
r th
e Si
lk
Ro
ad g
lob
ally
.
1.
Co
mm
itm
ent
fro
m in
volv
ed
Mem
ber
Sta
tes
2.
Sco
uti
ng
trip
an
d s
ho
oti
ng,
co
ord
inat
ed b
y G
lob
etre
kker
in
par
tner
ship
wit
h M
em
ber
Sta
tes
(May
-Ju
ly 2
01
2)
3.
Bro
adca
st a
nd
pro
mo
tio
n,
sch
edu
led
fo
r ai
rin
g O
cto
ber
20
12
Feat
ure
d d
esti
nat
ion
s an
d
des
tin
atio
ns
alo
ng
the
Silk
R
oad
via
pro
mo
tio
n a
nd
in
crea
sed
co
nsu
mer
aw
aren
ess
of
the
Silk
Ro
ad.
Gro
un
d lo
gist
ics
spo
nso
red
an
d
coo
rdin
ated
by
par
tici
pat
ing
Mem
ber
St
ates
, pro
du
ctio
n c
ost
s co
vere
d b
y P
ilot
Pro
du
ctio
ns,
gen
eral
co
ord
inat
ion
su
pp
ort
fr
om
UN
WTO
.
Pro
ject
s U
nd
erw
ay
SILK
RO
AD
AC
TIO
N P
LAN
20
12
/20
13
Pro
ject
s U
nd
erw
ay
FOC
US
AR
EA I:
MA
RK
ETIN
G &
PR
OM
OTI
ON
O
BJE
CTI
VE
STEP
S IN
VO
LVED
W
HO
WIL
L B
ENEF
IT
BU
DG
ET R
EQU
IRED
SILK
RO
AD
SU
STA
INA
BLE
TR
AV
EL W
EBSI
TE
De
velo
p a
su
stai
nab
le t
rave
l we
bsi
te f
or
the
Si
lk R
oad
th
at w
ill a
llow
use
rs t
o u
nd
erst
and
an
d e
xplo
re t
he
rou
te’s
ke
y d
est
inat
ion
s an
d
attr
acti
on
s.
Cu
rren
tly
ther
e is
no
cen
tral
po
rtal
fo
r tr
avel
in
form
atio
n o
n t
he
Silk
Ro
ad. T
he
pro
po
sed
w
ebsi
te w
ill:
Pro
vid
e an
imp
ort
ant
sou
rce
of
up
-to
-dat
e in
form
atio
n o
n a
ll as
pec
ts o
f tr
avel
in
clu
din
g ro
ute
s, a
cco
mm
od
atio
n,
tran
spo
rt, e
tc. w
ith
sm
artp
ho
nes
ap
plic
atio
ns
Pro
mo
te r
esp
on
sib
le a
nd
su
stai
nab
le t
rave
l
Hig
hlig
ht
the
div
ersi
ty o
f th
e d
esti
nat
ion
s o
f th
e Si
lk R
oad
un
der
on
e o
vera
rch
ing
bra
nd
Faci
litat
e th
e b
oo
kin
g o
f tr
ave
l via
dir
ect
links
to
bo
oki
ng
agen
cies
, to
ur
op
erat
ors
et
c.
Pro
vid
e re
al-t
ime
up
dat
es o
n b
ord
er
cro
ssin
gs, t
rave
l fac
ilita
tio
n is
sues
, etc
.
Enco
ura
ge d
isp
ersa
l of
visi
tati
on
to
re
gio
nal
are
as a
nd
pro
mo
te lo
cally
-bas
ed
tou
rism
init
iati
ves
1.
Secu
re f
un
din
g an
d e
stab
lish
bu
dge
t
2.
Dev
elo
p c
on
cep
t, f
un
ctio
nal
ity
etc.
3
. R
evie
w a
nd
sel
ect
co
ntr
acto
r/s
4
. D
evel
op
web
site
an
d u
plo
ad c
on
ten
t
5.
Lau
nch
an
d p
rom
ote
via
med
ia
cam
pai
gns
6.
Co
nte
nt
con
tin
ual
ly u
pd
ated
an
d
up
load
ed t
o k
eep
web
site
rel
evan
t
NTA
, NTO
s, D
MO
s, p
riva
te
sect
or
i.e. t
ou
r o
per
ato
rs,
acco
mm
od
atio
n/t
ran
spo
rt
pro
vid
ers,
co
nsu
me
rs,
Dep
end
ent
on
th
e d
epth
of
fun
ctio
nal
ity
and
pro
file
of
the
con
trac
tor,
est
imat
ed
cost
bet
wee
n €
15
0,0
00
-40
0,0
00
SILK
RO
AD
AC
TIO
N P
LAN
20
12
/20
13
13
Pro
ject
s U
nd
erw
ay
FOC
US
AR
EA 2
: CA
PA
CIT
Y B
UIL
DIN
G &
DES
TIN
ATI
ON
MA
NA
GEM
ENT
OB
JEC
TIV
E ST
EPS
INV
OLV
ED
WH
O W
ILL
BEN
EFIT
B
UD
GET
REQ
UIR
ED
REG
ION
AL
DEV
ELO
PM
ENT
INIT
IATI
VES
Set
up
a f
ram
ew
ork
fo
r d
est
inat
ion
man
age
me
nt
in r
egi
on
al a
reas
fo
cusi
ng
on
cro
ss b
ord
er
init
iati
ves
that
en
gage
loca
l co
mm
un
itie
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
00
,00
0
SILK
RO
AD
AC
TIO
N P
LAN
20
12
/20
13
Pro
ject
s U
nd
erw
ay
FOC
US
AR
EA 2
: CA
PA
CIT
Y B
UIL
DIN
G &
DES
TIN
ATI
ON
MA
NA
GEM
ENT
O
BJE
CTI
VE
STEP
S IN
VO
LVED
W
HO
WIL
L B
ENEF
IT
BU
DG
ET R
EQU
IRED
UN
WT
O/E
HL
SILK
RO
AD
STR
AT
EGY
INIT
IATI
VE
The
EH
L St
rate
gy C
hal
len
ge w
ill s
ee
20
0 f
inal
ye
ar
EHL
stu
de
nts
re
sear
ch a
nd
an
alys
e t
he
to
uri
sm
and
ho
spit
alit
y in
fras
tru
ctu
re s
itu
atio
n in
10
co
un
trie
s, t
he
n p
rod
uce
th
e o
utl
ine
fo
r a
5-1
0 y
ear
st
rate
gic
pla
n o
n h
ow
eac
h c
ou
ntr
y ca
n b
est
p
osi
tio
n it
self
wit
hin
th
e S
ilk R
oad
.
The
stra
tegi
es
will
fo
cus
on
th
e ar
eas
of
mar
keti
ng/
pro
mo
tio
n a
nd
cap
acit
y b
uild
ing/
des
tin
atio
n m
anag
em
ent.
Ind
ust
ry e
xper
ts
– in
fie
lds
ran
gin
g fr
om
sce
nar
io p
lan
nin
g to
su
stai
nab
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
O
BJE
CTI
VE
STEP
S IN
VO
LVED
W
HO
WIL
L B
ENEF
IT
BU
DG
ET R
EQU
IRED
RA
ISIN
G A
WA
REN
ESS
ON
TH
E IM
PO
RTA
NC
E O
F FA
CIL
ITA
TIN
G T
RA
VEL
Du
rin
g 2
01
2, U
NW
TO, a
lon
gsid
e o
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)
c/ Capitán Haya, 42, 28020 Madrid,
Spain
Email: [email protected]
Tel: 34 91 567 81 00
Fax: 34 91 571 37 33
Web: www.unwto.org/silkroad