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THR at the 7th UNWTO Silk Road Task Force Meeting

On March 30th, THR's Chairman, Eulogio Bordas, participated in the 7th UNWTO Silk Road Task Force Meeting, a global event jointly organised by UNWTO and Valencia’s Government (Generalitat Valenciana) in the frame of the International Year of Sustainable Tourism for Development.

Eulogio Bordas’ intervention titled “Successful Joint Marketing for the Silk Road”, took place during Workshop I: Marketing and Promotion session. THR’s Chairman brought up unprecedented key issues to the creation of a “Silk Route Brand”. Among these, Mr. Bordas addressed the need to define the route’s concept and target. Other shared proposals, such as quality stamps as a guarantee to a better experience, or the division of the route into stages, an invitation to tourists to make their own itinerary, created great interest among the attendees.

Regarding the Silk Route’s Sales System, Mr. Bordas emphasised that investing in the development of digital platforms is fundamental to an exceptional execution. As examples: interactive maps, Tour Planners, Silk Road DMCs and TOs Directories, Official website, specialised apps, etc. Through this part of the speech, he acknowledged the transformation of the industry into a completely digital sphere and the decline of those destinations which do not reinvent themselves.

At the end of his presentation, Eulogio Bordas expressed that the basic ingredient to make the Silk Route a successful destination is the full cooperation between the stakeholders.

Eulogio Bordas shared the workshop with Mrs. Helena Egan, Global Director of Industry Relations of TripAdvisor, Mr. Joan Carles Cambrils from Turismo Valencia and Mr. Maksat Usubaliev, Deputy Director of the Department of Tourism, Ministry of Culture, Information and Tourism of Kyrgyzstan.