UNWTO/EU Western Silk Road Tourism Development Initiative
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1 UNWTO/EU Western Silk Road Tourism Development Initiative A short overview Elena Dubinina UNWTO Silk Road Programme Valencia, Spain March 2017
2 What is it? Partnership between UNWTO and European Commission DG GROWTH Western Silk Road North and West of the Caspian to the Atlantic Geographical remit is wider than European Union Aims to utilise the Silk Road to strengthen and diversify tourism offer in relevant countries Creating new innovative transnational links
3 18 months project consisting of: - Phase 1: Western Silk Road Brand Study and Handbook (ongoing) - Phase 2: Project Organization of two Capacity Building Workshops (April/June 2017) Establishment of the Western Silk Road Work Group
4 Western Silk Road Brand Study Investigated the brand potential Looked at existing perceptions and generated a framework for brand development Carried out an initial audit of stories and destinations Involved participants from across the whole region Collaborated with Members of Silk Road Task Force, UNWTO Affiliate members, Private Sector, Academic partners Methodology Secondary sources analysis Semi-structured Interviews Questionnaire National SWOT Analyses Focus Groups
5 National SWOT Analyses SWOT Strengths, Weaknesses, Opportunities and Threats Participants: 1. Armenia Russian-Armenian University Armenian Institute of Tourism As a collateral research method, universities of participating countries were contacted to develop a national SWOT analysis on their country s Silk Road Tourism potential which will then flow in the wider SWOT analysis for the Western Silk Road. 2. Greece Aristotle University of Thessaloniki 3. Italy Universitá di Bologna 4. Russia People s Friendship University of Russia
6 Focus Groups semi-structured group discussions to understand the existing examples and bridge the gap of the questionnaire. Types: Regional Interregional National Organizational
7 Questionnaire Results
8 Silk Road Traveller Motivations Silk Road culture (museums, music, artefacts, dances, festivals, etc) 4,38 2,4 Visiting friends and relatives Silk Road monuments 4,14 2,93 Extreme sports in Silk Road destinations 4,08 Natural Environment and Scenery 3,01 Increase self status and prestige 4 Gastronomy of Silk Road destinations Voluntourism (Visiting a destination while engaging in volunteering activities) 3,04 Interaction with local communities along the Silk Road 3,96
9 Differences Between Western Silk Road and Classic Silk Road 4,2 4,1 4,06 4 3,9 3,9 3,8 3,7 3,75 3,79 3,69 3,77 3,77 3,6 3,5 3,5 3,4 3,3 3,2 Type of attractions Tourism infrustructure Target Markets Intangible Heritage (Music, Folklore Dances, Festivals, Events) Gastronomical Experience Historical Heritage Arts and Crafts Natural Environment and Scenery Mean Values 3,75 4,06 3,5 3,79 3,9 3,69 3,77 3,77
10 Has the Silk Road brought you any marketing benefits?
11 Tangible benefits that using the Silk Road has brought 7. Improving the quality 6. Expanding your 5. Expanding your 4. Reaching new markets 2. Increase of your 1. Increase of earnings 3,63 3,84 3,44 3,39 3,47 3,21 2,76 1,00 2,00 3,00 4,00 5,00 Significance
12 Percentage The creation of a Western Silk Road Handbook 97,20% 100,00% 90,00% 80,00% 70,00% 60,00% 50,00% 40,00% 30,00% 20,00% 2,80% 10,00% 0,00% Yes No
13 Inclusion in Future Western Silk Road Initiative Related Activities No 9,90% Yes 90,10% 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00% 90,00% 100,00% Percentage
14 Untold Stories Case Studies Armenia Bulgaria Greece Italy Russia Spain Vikings
15 The Western Silk Road Brand Essence Authentic Untapped Shared Connecting
16 Next Steps Study soon to be available at Western Silk Road Brand Handbook Establishment of the Western Silk Road Work Group Capacity Building Workshops
17 Get Involved! Participate in the 1 st Western Silk Road workshop (26-27 April, in Alexandroupolis, Greece) Become a part of the Western Silk Road Working Group (to be launched during the 1 st workshop) Come to the 2 nd Western Silk Road capacity building workshop (June 2017, Bulgaria) Get acquainted with the study and handbook Send us your feedback and news
18 Join Us! Thank you! UNWTO Silk Road Programme
19 Looking for your feedback Ideas on how to contribute to this project: possible project proposals, focus areas, potential partners, especially tour operators interested in transnational tourism partnerships An idea of Silk Road heritage (for example, arts & crafts, gastronomy, intangible heritage, etc.) available in your country and how this could be linked to the Western Silk Road project overall future viability of the project
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