Sustainable Destination Management
Strategies in the OIC Member Countries
116
in Samarkand in 2004 also aimed to promote tourism within the countries of the Silk Road.385
Since then, numerous local and international workshops and conferences have been held on
the Silk Road in Azerbaijan, Uzbekistan, Kazakhstan, and other countries, supported by
UNWTO, UNESCO, and other entities.386
The first step towards a Silk Road tourism corridor was taken in 2007 when China, Kazakhstan,
Kyrgyzstan, Tajikistan, Uzbekistan, and Turkmenistan all signed a concept paper addressing
the World Heritage application. Since then, 50 potential Silk Road heritage corridors have
been identified.387
Figure 38: Silk Road Member Countries388
In 2010, UNWTO launched the Silk Road Programme, dedicated to boosting tourism in the
region. The first Silk Road Action Plan 2010/2011 was unveiled at the 5th International
Meeting on the Silk Road in Samarkand, and the following three key focus areas were revealed:
a) Marketing and promotion
b) Capacity building and destination management
c) Travel facilitation389
According to UNESCO/UNWTO, cultural tourism is growing at an unprecedented rate and now
accounts for around 40% of global tourism. 390 Local DMOs play a significant role in promoting
the Silk Road, and exhibit stands at major international fairs such as ITB, WTO, Fitur, and
RESA.391 Some are creating a “one-stop-shop” that allows travelers to find out about all the tour
opportunities available to them when planning a trip. 392 In addition, the Uzbek and Turkic
385 Baxtishodovich, Suyunovich, and Kholiqulov, "The Start-up of Tourism in Central Asia Case of Uzbekistan," 222.
386 "Past Events List," UNWTO, accessed October 13, 2019,
387 Michelle Witte, "China, Kazakhstan, Kyrgyzstan Propose Silk Road Corridor for World Heritage Status," Kazakhstan
Tourism, last modified September 23, 2013,
road-corridor-for-world-heritage-status/.
388 The diagram from the Silk Road Action Plan 2016/2017. "Silk Road Action Plan 2016/2017".
389 "Silk Road Action Plan 2014/2015".
390 "Developing a Sustainable Tourism Strategy for the Silk Roads Heritage Corridors."
391 Interview with Deputy Director of Sun House Team DMO
392 "The Goal of Silk Road Explore," Silk Road Explore, accessed October 13, 2019,