Sustainable Destination Management
Strategies in the OIC Member Countries
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tourism product professional associations, joint stands are to be established. 524 There is also a
necessity to continue a global promo campaign and PR campaign and attract more big hotels
together with airport infrastructure improvement, not only in capital cities but in tourism spots
as well.525
Small and medium-sized locally owned responsible tourism businesses can develop without
governmental investment, with the support of local investors and the business community.
This part of infrastructure doesn’t require significant investment. Hotel businesses require
hefty investment, and local business communities usually don’t have enough resources for this.
There are many small hotels in various cities throughout Uzbekistan, but for real tourism
development, this is not enough, and at this point, they should have government support.
Furthermore, the government should co-invest in hotel business development.526
Governments have to know and be able to access the required funding for individual
communities. This can reach from large infrastructural investments and big developments to
small-scale support to preserve communities and enable sustainable growth. In general,
communities benefit more from small to medium-sized responsible developments that keep
money within the communities. The development of a network of local social enterprises that
have a direct impact on communities, coupled with strategic larger investments, would be the
best approach for the countries.
NTOs should leverage the shared legacy of the Silk Road: architecture, gastronomy, religion,
culture, and technology, by establishing partnerships between Silk Road destinations and
businesses for global marketing campaigns, and implementing them by working together to
attract resources.527 Together – all five Turkic-speaking countries of the corridor could apply
for the joint nomination Silk Road cultures and traditions to save what they have and transfer it
to the next generations.528
Cooperative development of new trans-border thematic itineraries and experiences positioned
as the Silk Road will boost their joint product offering and allow more word-of-mouth
advancement to contribute to a stronger and better recognized Silk Road brand globally. Joint
social media activities can have a massive impact. Cross-marketing initiatives and product
development, partnerships for joint Silk Road marketing campaigns, combining of resources
and gathering of market intelligence and standardization of data and partnering with tour
operators, airlines, and other private sector stakeholders are among the recommended
actions.529
Although the UNWTO Silk Road Programme has been successful in bringing the Silk Road member
states and the private sector under one umbrella and driving joint initiatives, the Silk Road
524 Interview with Deputy Director of Sun House Team DMO
525 Interview with Co-founder of DMO
526 Interview with Director of Silk Road Destinations DMO
527 "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."
528 Interview with Head of the Department of Scientific Research and Work with Educational Institutions of GosComTourism
529 "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."