- Marketing and Promotion
- Western Silk Road Tourism Development initiative
- BBC documentary on the Silk Road hosted by renowned historian Dr. Sam Willis
- David Baddiel on the Silk Road, the Discovery Channel UK
- UNWTO/ WTM Silk Road Bloggers Challenge 2012, London, UK
- UNWTO / Pilot Productions joint collaboration: Globe Trekker Round the World 20th Anniversary Special
- Silk Road Promotional Video Clip now online!
- Capacity building and Destination Management
- UNWTO Workshop for Inbound Tour Operators
- Enhancing Silk Road Interpretation and Quality Guide Training, Almaty, Kazakhstan, 27 September - 10 October 2016
- First ever Silk Road training course for heritage guides, Khiva, Uzbekistan
- EHL/UNWTO Silk Road Strategy Challenge 2012
- UNWTO / EHL Altai Krai Hospitality Management Strategy
- Technical Cooperation Initiatives
- UNWTO/ EU joint project VeRoTour
- UNWTO / UNESCO Silk Road Heritage Corridors Tourism Strategy Project, 2014
- In cooperation with International Organizations
- Marketing and Promotion
- Western Silk Road
The Social Silk Road at WTM London 2013
6 November 2013
14:30 - 16:00
Platinum Suite 6, Level 2
Excel Centre WTM London
EVENT HASHTAG #WTMTP13
Aimed at Silk Road destinations and stakeholders, this interactive session assessed the potential of social media to raise awareness and drive tourism development along the historic routes by focusing on the strategies and best-practice examples currently being implemented by the industry.
Background: What was this event about?
Over the past 20 years, the internet has become the most frequently visited source of information for holidaymakers researching and booking a trip. Today, tourists are increasingly turning to social media channels for trip inspiration - through videos, photos, blogs, check-ins, reviews, forums, etc. User-generated content, created by the millions of tourists travelling each year, is decisively influencing consumer interests and preferences on a day-to-day basis. Although generally agreed that destinations should make the most of these developments by encouraging the exchange of user-generated content on their destination websites and platforms, challenges do arise in terms of guaranteeing an integrated and coherent approach to branding, stakeholder involvement and interaction, and joint marketing campaigns. This event, hosted by industry leaders for industry leaders, discussed the opportunities and challenges arising in an age of user-generated content and assessed the role of social media in encouraging tourism along the Silk Road.
Social Media on the Silk Road – results of the UNWTO/WTM survey
In addition to input provided by renowned experts and country representatives, this session also presented the results of a WTM country report on social media developed by the social media consultancy Travel Perspective with the help of UNWTO.
The Silk Road Social Media event will be moderated by Mark Frary, Co-Founder, Travel Perspective
- Ms. Alla Peressolova, Programme Manager, UNWTO Silk Road Programme
- Mr. Jonathan Powell, award winning blogger and Editor of The Flaneur
- Mr. Mark Frary, Co-Founder, Travel Perspective
- Mr. Akhtaruz Zaman Khan Kabir, Chief Executive Officer, Bangladesh Tourism Board
- Mr. David Chapman, Director General, World Youth, Student and Education Travel Confederation (WYSE)
Part of: UNWTO activities at WTM London 2013