Sustainable Destination Management
Strategies in the OIC Member Countries
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countries as well in the future. By launching a TravelStan campaign, the nations are planning to
counteract the possible negative connotations that potential visitors associate with the “ stan”
suffix (usually associated in potential visitors’ mind with the war and terrorism issues of
Afghanistan or Pakistan), and transform them into common branding through new forms of
campaigning. It will be much simpler when there is a single Silk Visa and also easy
transportation options passing through border control. There shouldn’t be any competition
between each of the five “stans” when it comes to the cultural and historical heritage of the Silk
Road. Moreover, cultural corridors can help to distinguish particular regions from the bigger
Silk Road perception where there are big players like Italy, Spain, or Greece, whose strengths
can contribute to emerging Central Asian destinations just by adding “another product by the
Silk Road.”520
An interview partner from GosComTourism proposed a Silk Road Tourism Skills project – a
new concept aiming to unify service standards within Silk Road locations. These countries have
to have common standards, and they have to promote each other. They don’t have to compete;
they have to complement and contribute to each other. The general idea of the project is that
all participating destinations will speak one professional language, and linkage on educational
and research levels between these countries will be created. This will ensure the further
sustainable development of the Silk Road Corridor, and the higher quality of education and
facilities will increase the profit and income of the destination’s tourism industries. Better
competence and skills among individuals and governmental support (at the initial stage) will
make the tourism sphere less vulnerable.
Inter-governmental cross-border management programs will help to improve border crossing
procedures and services for tourists, including English speaking staff at border control,
standardized working hours (6 am – 12 pm daily), tourist information points, guided service
through buffer zones, signage, food and beverage services, transit accommodation, shopping,
money exchange, restrooms and first aid facilities. An innovative approach to cross border
management can include some cultural activities and local craft markets, cross border
job/internship exchange, standard tourism development plans, and cross border e-tourism
frameworks.521
A dedicated department (or person) in each NTO/tourism ministry will be responsible for
communication, PR and joint programs on the Silk Road initiative, and will help to unite the
efforts of all Central Asian countries. This will definitely increase visibility and results in the
marketing of Silk Road products. Otherwise, all Central Asian countries promote their own
countries separately using different criteria, visuals, and approaches. Joint participation in
travel fairs (such as ITB Berlin) under the Silk Road Corridors umbrella will help visitors to
understand that these destinations are very close to each other geographically and that they
offer complementing tourist products. The best way is to have a big central Asian stand in travel
fairs that will give visitors the possibility to see all 5 “ stans” in one place.522
More collaboration between businesses from Silk Road countries would improve tourist
satisfaction and increase the total number of days spent in the region. 523 To strengthen existing
520 Interview with Deputy Chairman of the Board of Kazakh Tourism
521 "Building a Stronger Silk Road: Strategic Recommendations for Enhancing Tourism with a Special Focus on Central Asia
Compiled by UNWTO in Collaboration with a Team of International Experts."
522 Interview with Director of Silk Road Destinations DMO
523 Interview with Co-founder of DMO