The Silk Road

A powerful emerging touristic brand – and a great opportunity for hotel operators

Dr Kurt Grötsch – CEO of Silk Road Experience Group and CEO of Chinese Friendly International outlines the latest evolution for hoteliers wishing to attract more Chinese clients.

THE UNWTO IDENTIFIES THE SILK ROAD CONCEPT AS ONE OF THE MOST IMPORTANT EMERGING TOURIST BRANDS

The UNWTO (United Nations World Tourism Organisation) identifies the Silk Road concept as one of the most important emerging tourist brands in the world and Tripadvisor confirms in 2017, that 8 of 10 (81%) travellers have heard of the Silk Road, and 62% percent of travellers indicate that they are aware of the Silk Road as a tourism destination.
However, there is only weak infrastructure in terms of communication and hotels to attend a rising group of heritage and experience orientated travellers. Beside Caravanserais or Musks, the nomadic tribes of central Asian countries had no chance to create material heritages (civil, religious or war constructions) or a diverse gastronomy. This lack of heritage could be supplied by themed hotels, thematic and experience tourism formulas on which is already working the Silk Road Task Force of the UNWTO. In this context, we advise that the hotel sector could and should consider the Silk Road project as an opportunity to participate in the development of brand and investment opportunities. As an example, we will present a hotel concept adapted to the Silk Road circumstances to the audience in Marbella 2018.


Photo: Dr Kurt Grötsch – CEO, Silk Road Experience Group, CEO, Chinese Friendly International