русский

In July 2013, Altai Krai saw the implementation of The Altai Krai Hospitality Management Strategy, a pioneer capacity building project jointly organized by the World Tourism Organization (UNWTO), the Altai Krai authorities and the École hôtelière de Lausanne (EHL), one of the world’s leading hospitality management schools. Kindly supported by the Federal Agency for Tourism of the Russian Federation, this joint collaboration sought to establish the Altai region as an innovative, sustainable and internationally competitive tourism destination by enhancing collaboration between academia and stakeholders from the tourism industry.

Altai Krai, one of the leading and most active Russian destinations involved in the UNWTO Silk Road Programme, kindly accepted to host a strategy devised back in 2012 by UNWTO and EHL. In 2012, Altai Krai participated in the EHL/UNWTO Silk Road Strategy Challenge, which saw 170 graduating EHL students devise tourism strategies for ten participating Silk Road countries. The winning team of the strategy challenge was awarded the opportunity to gain practical hospitality management experience by working alongside tourism authorities, local tourism students and private sector stakeholders in developing strategies as outlined in Altai Region’s Tourism Development Strategy 2011-2016.

The Altai Krai Hospitality Management Strategy took place during 20-28 July 2013 and had a specific focus on the city resort of Belokurikha. The needs-assessment project focused on following three key areas: Human Resource Development, Sustainable Development and Marketing & Promotion. The results from the needs-assessment were used to conduct workshop sessions outlining recommendations for local tourism authorities and private sector stakeholders.

UNWTO is pleased to have been a partner in a project that will help establish Altai Krai’s positioning within the Silk Road as part of an internationally renowned network of cross-border destinations. Furthermore, this project is in line with UNWTO Silk Road Programme’s aim of strengthening local and regional ties by stimulating investment and promoting locally distinctive and responsible destination management.

Additional Information:

Read the Russian version of this news story

The Altai Krai Hospitality Management Strategy:

Media Coverage - City Belokurikha: Page 1 Page 2

Interview with Jean-Claude Morand, Professor, École hôtelière de Lausanne (EHL)

City Administration of Belokurikha: News story

The Altai Krai Hospitality Management Strategy on YouTube 

2012 EHL/UNWTO Silk Road Strategy Challenge:

More information on the 2012 EHL/UNWTO Silk Road Strategy Challenge

UNWTO/EHL Report – Maximising the Potential of the Silk Road: 'A Strategic Approach to Tourism in 10 destinations: Maximising the Potential of the Silk Road' is a joint report compiled by UNWTO and the Ecole hôtelière de Lausanne (EHL)

A short clip of the 2012 EHL/UNWTO Silk Road Strategy Challenge can be found on our official Silk Road vimeo site