The presentation of the outcomes of the Western Silk Road University Challenge took place on 27-28 March 2018 in Toulouse.

Jointly organized by the UNWTO Silk Road Programme of the World Tourism Organization (UNWTO) and ISTHIA – Toulouse School of Tourism, Hospitality Management and Food Studies, University of Toulouse – Jean Jaurès, this project constitutes a novel collaboration with academia that explores the Western Silk Road tourism potential of France, a country located on the historic Western Silk Road route.

During the academic year 2017-2018, the students, guided by ISTHIA professors, analysed the historical involvement of the French territories within the Silk Road network, assessed the Silk Road impact on French culture, and developed a system of Silk Road certification.

The research resulted in a study containing proposals for the Western Silk Road labelling and certification, development of potential thematic French and cross-border routes and tourism products, including strategies aimed at their branding and sustainable management. 

 Additional information on the Western Silk Road Univeristy Challenge can be accessed here.