From 9 - 13 March 2011, the World Tourism Organization (UNWTO), supported by ITB Berlin, will host a series of events designed to promote the Silk Road tourism brand at the world’s leading travel trade show.

From 9 - 13 March 2011, the World Tourism Organization (UNWTO), supported by ITB Berlin, will host a series of events designed to promote the Silk Road tourism brand at the world’s leading travel trade show.

As part of this programme, the first ever UNWTO Silk Road Ministers’ Summit will take place, bringing together leading decision makers in tourism to discuss opportunities for developing the Silk Road brand in the context of:

· * Increasingly competitive economies in Asia and the Middle East

· * Enhanced connectivity via rail networks linking Central Asia to Europe and beyond

· * Market trends and growing demand for experience-based, seamless travel

· * Mobile technologies and the role of social media

Ministers and leading private sector representatives will share experiences and insight from across all corners of the Silk Road, addressing key issues relating to the three pillars of the UNWTO Silk Road Action Plan: i) Marketing and promotion, ii) Capacity building and destination management and iii) Travel facilitation.

The outcome of the Summit will help shape UNWTO’s global vision for Silk Road tourism.

Source: UNWTO