Sustainable Destination Management
Strategies in the OIC Member Countries
143
destinations are still lacking a single high-tech consumer-friendly online platform. A joint DMO
would also be a breakthrough for the Central Asian countries. 530
The Challenges Faced. Accepting and using a Silk Road Corridor concept requires more
inclusivity in its interpretation. As an example, an interview with a Tourism Ministry official
from Kyrgyzstan can be considered. The interviewee mentioned the Silk Road as a component
that “must be included in our tourist routes and events” to make it known throughout the
world. Inclusive thinking concerning the Silk Road involves considering certain destinations
within the Silk Road for its effective promotion. 531
According to another interview partner, the Silk Road concept is at least known among the local
people and communities (except some in the inbound tourism sphere). Corridors, in particular,
are an intellectual product. They can be developed through proper education. It’s those
educated who will support the Silk Road initiative and its cultural and historical heritage in the
most sustainable ways, and they will transfer and their spread skills further. 532
The UK, alongside Germany, is the leading outbound travel market in Europe, and it is
extremely important that the Silk Road promotes its tourism offerings there, as the Silk Road
has the potential to be one of the next globally prominent tour routes. 70% of outbound tour
packages in the UK are now booked via travel agents, and it is fundamental that much of the
promotion is targeted towards travel agents so that they understand what the Silk Road route
offers and can communicate this to their customers. However, at present, the main European
travel agents have a very limited understanding of the Silk Road route for tourism.533
Among the challenges of scientific research regarding Silk Road tourism are employability and
development. The UNWTOWorld TourismDay 2019 theme, "Tourism and Jobs: A Better Future
for All" emphasized the significance the sector of tourismplays in creating more and better jobs
for millions of people worldwide, presently and in the future, with numerous opportunities and
challenges. 534
Travelers don’t just travel for historical, artistic, or educational reasons anymore. Travel
destinations have become social hubs for visitors to spend time, dine, shop, work, and even
sleep. Visitors say that culture is key when they make their decision to visit a new destination.
535
Tourism Spending Improvement. Higher quality of education and educational facilities is a
factor that will indirectly contribute to the increase in profit and income in Central Asian
countries. Better individual competence and skills at all levels will increase service quality and
the awareness of these emerging destinations worldwide. And governmental support of
capacity building (at least at the initial stage) can reduce the sensitivity of business to seasonal
530 Email correspondence with former head of UNWTO Silk Road Programme, Silk Road specialist on sustainable tourism
development
531 Interview with Deputy Director of the Department of Tourism, the Ministry of Culture, Information and Tourism of
Kyrgyzstan
532 Interview with Head of the Department of Scientific Research and Work with Educational Institutions of GosComTourism
533 Daniela Wagner, "Silk Road Route Sales Mission 2018 Proposal," UNWTO, accessed October 13, 2019,
534"World Tourism Day 2019 - Tourism and Jobs: A Better Future for All," UNWTO, accessed October 13, 2019,
535 "Silk Road Route Sales Mission 2018 Proposal."