In 2011, the World Tourism Organization (UNWTO), supported by ITB Berlin, hosted a series of events designed to promote the Silk Road tourism brand at the world’s leading travel trade show.

As part of this programme, the first ever UNWTO Silk Road Ministers’ Summit took place, bringing together leading decision makers in tourism to discuss opportunities for developing the Silk Road brand in the context of:

• Increasingly competitive economies in Asia and the Middle East
• Enhanced connectivity via rail networks linking Central Asia to Europe and beyond
• Market trends and growing demand for experience-based, seamless travel
• Mobile technologies and the role of social media

Ministers and leading private sector representatives shared experiences and insight from across all corners of the Silk Road, addressing key issues relating to the three pillars of the UNWTO Silk Road Action Plan: i) Marketing and promotion, ii) Capacity building and destination management and iii) Travel facilitation.

The Summit was followed by a Ministers' Luncheon for networking.

Read the press release here.

 Contact silkroad@unwto.org for more information.

Documents

• Silk Road Ministers' Summit Conclusions & Update (English)
• Presentation
• Presentation
• Experience the Silk Road Programme at ITB Berlin 2011 (English)
• Experience the Silk Road Programme at ITB Berlin 2011 (Russian)
• UNWTO Silk Road Action Plan 2011 (English)
• UNWTO Silk Road Action Plan 2011 (Russian)

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