Envision and Create a Better Future through the Silk Road Dialogue —— WTA·Silk Road Dialogue Report

Samarkand, Uzbekistan, July 3 – The ancient Silk Road, spanning continents and centuries, has once again brought together global tourism leaders as the "WTA·Silk Road Dialogue" convened in Samarkand. Representatives from tourism authorities, industry experts, media, WTA members, and international organizations from China and Belt and Road countries gathered under the theme "Envision and Create a Better Future through the Silk Road Dialogue", sparking dynamic discussions aimed at advancing sustainable Silk Road tourism development.

Igniting the Vitality of Silk Road Tourism: Cultivating New Drivers for Sustainable Growth

Since the Belt and Road Initiative’s launch in 2013, Silk Road tourism cooperation has continuously expanded in scope, scale, and sophistication, creating strategic opportunities for participating regions. This Dialogue serves as an innovative platform for collaborative tourism development in the new era. Discussions covered critical elements for realizing the full potential of Silk Road tourism, including tourism potential, enhanced cooperation, travel facilitation, and sustainable growth.

Silk Road Tourism Gains Momentum, Unleashing New Growth Potential. The revitalization of the Silk Road is energizing cultural and tourism economies along its route, with Central Asia emerging as a key player in the global tourism recovery. According to the Tourism Committee of Uzbekistan, the country welcomed 10.1 million international visitors in 2024, surpassing 2023’s figures. This influx generated $3.5 billion in tourism revenue, attracted $815 million in investments, created 51,000 new jobs, and supported 3,600 active tourism enterprises. Trip.com data reveals a remarkable 50% year-on-year growth in Chinese arrivals to Uzbekistan in early 2025, with Samarkand and Almaty emerging as top destinations during China’s May Day holiday, experiencing significant surges in hotel bookings. The WTA·Silk Road Dialogue, first held in Zhangye, China (April 2023), has quickly become an essential platform for cross-border cooperation. As WTA Chair Mr. ZHANG Xu aptly noted: "In today’s interconnected world, tourism serves as a key economic driver. Silk Road tourism, with its profound heritage and unique landscapes, is experiencing unprecedented vitality".

Enhancing Travel Convenience and Policy Optimization. In recent years, tourism facilitation policies between China and Silk Road countries have evolved, fostering stronger ties and accelerating growth. Kazakhstan, Uzbekistan, Kyrgyzstan, and Tajikistan have consistently refined their tourism ecosystems, setting a solid foundation for future development. A notable step forward is the China-Uzbekistan Visa Exemption Agreement, effective from June 1, 2025, allowing citizens of both countries to enjoy 30-day visa-free stays. This policy change injects fresh momentum into Silk Road tourism, further enhancing the region’s appeal. Mr. Umid Shadiev, Chairman of Tourism Committee of Uzbekistan, highlighted significant improvements in product marketing, infrastructure, and visitor services. "We’ve conducted large-scale roadshows in 26 Chinese cities and launched our ‘China Friendly’ initiative, which includes Chinese signage, menus, and other convenient services", he remarked. Mr. Adiz Boboyev, Governor of Samarkand Region, underscored efforts to enhance digital systems, modern transport hubs, premium accommodations, cultural festivals, and professional tourism training programs, all aimed at transforming the Silk Road into "an inclusive, sustainable, and resilient world-class destination". H.E. Mr. YU Jun, Ambassador of China to Uzbekistan, emphasized the power of tourism cooperation in revitalizing Silk Road civilizations. "Through resource sharing and complementary strengths, we can build tighter regional tourism networks, injecting new vitality into global development while advancing the Global Civilization Initiative", he said.

Tourism as an Engine for Development: Data-Driven Strategies. As global tourism rebounds to pre-pandemic levels, there is a growing demand for cultural immersion and authentic travel experiences. Silk Road tourism, with its rich historical, cultural, and geographical diversity, has emerged as a vital driver in this recovery. As UN Tourism Secretary-General Mr. Zurab Pololikashvili aptly stated, "Tourism serves as a vital bridge connecting civilizations. We earnestly anticipate collaborative efforts from all stakeholders to transform the Silk Road into a bridge that closely connects historical civilizations and accelerates progress toward peace and prosperity". Despite this growth, challenges remain. Mr. Jaime Mayaki, Director of Technical Cooperation and Silk Road Department, UN Tourism, pointed to issues such as uneven regional infrastructure integration, imbalanced foreign direct investment distribution, and cross-border trade barriers. To address these challenges, UN Tourism has enhanced its qualitative and quantitative data analytics capabilities and enhance decision-making in the tourism sector with initiatives such as: Resident tourism surveys in Thassos, Greece; Visitor research programs in Tajikistan; Tourism data assessment reports and domestic marketing strategies in Uzbekistan; "Tourism Dashboard" tools in Morocco and Jordan. Mr. Benny Wang, Senior Vice President of Trip.Com Group, emphasized the need for collaborative solutions: "China and Central Asia must jointly improve language services, quality standards, investment cooperation, and green tourism development to overcome current challenges sustainably".

Enhancing Destination Vitality Through Differentiated Tourism Products

As Silk Road tourism gains momentum and regional infrastructure continues to improve, an increasing number of international travelers are expected to choose these destinations. A key focus of the dialogue was how participating countries can develop differentiated tourism products to enhance cultural experiences and sustain destination appeal.

Distilling Unique Experiences. The essence of creating world-class destinations lies in identifying and amplifying unique offerings. Mr. GUO Ming, Co-Founder and Chairman of HH Travel, presented a four-pillar framework for this approach: "People, Events, Objects, and Places." People: Local experts, including guides, professors, and cultural specialists who bring destinations to life by offering insider knowledge and authentic stories. Events: Signature happenings and cultural celebrations that serve as the backbone of tourism product design. Objects: Culinary specialties and intangible cultural heritage that deeply resonate with visitors. Places: Not only iconic landmarks but also immersive local experiences, such as vibrant markets and residential neighborhoods that reveal the true essence of a destination. Mr. CHU Boyao, CEO of Creation Park Group, highlighted the growing demand for premium themed entertainment: "World-class theme parks captivate younger and international visitors through masterful storytelling and creative integration, with live performances as the centerpiece. These developments can significantly boost both tourism and regional economic growth. "

Preserving Cultural Identity Through Authentic Storytelling. The dialogue’s host city Samarkand—a crossroads of civilizations and exemplary World Cultural Heritage site—spotlighted strategies for transforming cultural assets into world-class destinations. In the context of Silk Road tourism development, the critical question emerges: How can cultural treasures like Samarkand evolve into world-class destinations? Mr. Artem Klykov, Associate Professor of "Silk Road" International University of Tourism and Cultural Heritage and Hospitality Expert, emphasized: "Tourism ultimately sells experiences, not physical products. Uzbekistan’s boutique hotels in Khiva and Bukhara exemplify this, preserving cultural authenticity while offering immersive programs like astronomy masterclasses, pottery workshops, and woodcarving sessions". Mr. Imran Ahmad, CNN Corporation’s Regional Representative for Central Asia and Africa, advocated integrating scientific heritage into tourism narratives: "Figures like Al-Khwarizmi, father of algebra and algorithms whose work underpins modern digital technology and AI, represent untapped potential. Blending these intellectual legacies with historical sites could redefine Uzbekistan’s appeal to attract more foreign tourists".

Enhancing Experiences Through Service Innovation. At Samarkand’s Registan Complex, Mr. Khonkul Samarov, Director of the Registan Complex in Samarkand, detailed visitor-centric upgrades: "We’ve introduced Chinese signage, Mandarin-speaking guides, and night illumination shows, with plans to amplify our presence on Chinese social media". Mr. Umid Khakimov, Head of the Samarkand Regional Department of the "Hunarmand" (Artisans) Association, highlighted Samarkand’s craft tourism potential: "As a Silk Road arts hub specializing in woodcarving, embroidery, carpet weaving, goldsmithing, jewelry-making, and ceramics, all offering immense potential for immersive tourism development. We’ve pioneered hands-on masterclasses, enabling Chinese visitors to craft intricate jewelry using ancient techniques, shape pottery with local red clay, and carve walnut wood following traditional patterns".

Enhancing Cultural Exchange and Accessibility. As China-Central Asia cultural and tourism exchanges deepen, Samarkand is positioned to become a pivotal hub for this growing cooperation. Dr. SONG Rui, Director of Tourism Research Center, Chinese Academy of Social Sciences, captured the essence of these evolving dynamics: "For many, the Silk Road was merely a term from history textbooks. Dialogues like this transform it into a living bridge for face-to-face connections". She emphasized the importance of fostering people-to-people exchanges and boosting tourism cooperation between China and Central Asia. Mr. Michael Zhou, President and General Manager of Guilin Tang Dynasty Tours Co., Ltd., shared his observations on tourism patterns, noting that visitors from Europe, America, and Australia typically spend around ten days in Uzbekistan, focusing on iconic cities like Samarkand, Khiva, and Tashkent. He proposed three pivotal enhancements to sustain the momentum of Silk Road tourism: streamlining regional visa policies to facilitate smoother travel, enhancing international promotion to spotlight the region’s attractions, and increasing flight connectivity to make it easier for tourists to access Central Asia. Mr. WANG Kan, Researcher of the Tourism Research Center at Capital University of Economics and Business, underlined the importance of balanced market development: "High-quality tourism products require accessible infrastructure as a foundation, with local empowerment, community participation, and a long-term vision at their core". This approach ensures that tourism development is both sustainable and inclusive, benefiting both tourists and the local communities.

Building Shared Mechanisms for Community Resilience. During this Silk Road Dialogue, the UN Tourism and the WTA jointly released a collaborative report titled Developing Local Communities through Sustainable Tourism Development Roadmap. The report highlights global best practices in sustainable community tourism development, featuring case studies from a range of locations: China: Xiajiang Village in Hangzhou, Fenghuang Ancient Town in Hunan, Shanghai’s Wukang Road – Anfu Road Block, Chongqing’s Wulong District, and Beijing’s Beigou Village. Overseas: Malaysia’s MisoWalai Homestay, Colombia’s Orito, India’s Bannabagram, Switzerland’s Rougemont, and Le Morne Village in Mauritius. The report emphasizes that community participation in tourism activities is a vital aspect of sustainable tourism development. A key feature is the inclusion of communities as active stakeholders in tourism development—integrating them into tourism decision-making, planning, management, and supervision processes. This approach helps raise community awareness, builds their capabilities, improves infrastructure and public cultural services, and raises local living standards through the development of the tourism industry. Mr. Jaime Mayaki explained that the report covers various essential topics, including community participation, resource assessment, capacity building, and tourism product development. It provides systematic solutions for the key challenges in tourism development.

Innovative Promotion Strategies: Exploring New Models of Tourism Marketing in the Age of Social Media

More than 1,300 years ago, the renowned monk Xuanzang extolled Uzbekistan’s fertile lands, vibrant forests, and majestic horses in The Great Tang Dynasty Record of the Western Regions—a testament to early "destination marketing". In our era of digital media and social platforms, Gen Z travelers dominate the tourism market. This shift calls for a transformation in how we promote destinations, aligning with evolving travel motivations, consumption patterns, and the rising demand for immersive, experience-driven journeys.

Innovative Event Marketing: Converting Digital Buzz into Sustainable Revenue. Mr. ZOU Tongqian, Vice Rector of "Silk Road" International University of Tourism and Cultural Heritage, Dean and Professor of China Academy of Culture and Tourism, Beijing International Studies University, advocated learning from China’s viral tourism phenomena: "Cases like Zibo’s barbecue craze, Harbin’s ice festival boom, and the Jiangsu Football City League’s success demonstrate how tapping into local culture and fostering friendly regional rivalries can organically generate social media hotspots and ultimately convert online buzz into visitor growth for Silk Road tourism". Mr. Zafar Abdullayev, Director of the PR and Marketing Department of Silk Road Samarkand Tourist Complex, highlighted MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism’s potential: "By hosting diverse business, conference, and incentive events, we can attract international audiences across sectors—from leisure travelers to corporate groups".

Integrated Media Strategies for a New Ecosystem. Drawing from global tourism marketing best practices, Ms. Sally Young, CNNIC Vice President, shared global destination marketing insights for the digital age through a "5W" framework: Why – What are the destination’s promotional objectives? What – What core message does the destination want to convey? Who – Who is the target audience? Where – Where are the target markets located? When – What are the optimal seasons for campaigns? Mr. LI Lingxiang, President of Service, Zhejiang Loong Airlines Co., Ltd., revealed their cultural-centric approach centered around a 4C model: Culture as the core, supported by three key pillars—Convergence (products), Communication (media), and Collaboration (partners). "One of our most visible product Convergence is the aircraft livery. With 33 out of 73 aircraft featuring special liveries—21 showcasing Silk Road themes blending Zhejiang elements with Central Asian motifs".

Precision Targeting and Content Excellence. Ms. Mika Cui, Co-Founder of Qyer, CEO of Roca Culture & Tourism (Beijing) Media Technology Co., Ltd., emphasized the evolving nature of travel: "The dramatic rise in independent travel has completely reshaped how travelers plan their journeys. Today’s explorers increasingly rely on self-guided research and a wide array of travel resources to craft personalized itineraries". She stressed that emerging destinations must take a targeted approach: "The key to success is precisely identifying niche traveler segments and engaging them with tailored promotional strategies and unique offerings that truly resonate". Ms. Dinara Dultaeva, CEO of Dinara & Co, underscored the essential role of content: "Compelling storytelling is the foundation for building understanding of a destination, attracting visitors, and driving sustainable growth". Reflecting on a decade-long commitment to the Chinese market, she shared: "Since its first issue, our Uzbekistan magazine has included Chinese editions, with special Chinese-language supplements published regularly". As content experts, the publication serves multiple purposes: shaping traveler expectations before departure, enhancing in-flight experiences, and continuously inspiring new travel aspirations for those headed to Uzbekistan.

Epilogue: Echoes Across the Centuries. The camel bells that once echoed along these ancient trade routes now find their modern equivalent in vibrant cross-cultural dialogues. As new conversations unfold along the timeless Silk Road, China-Uzbekistan tourism cooperation stands ready to reach unprecedented levels of scale and sophistication. This multidimensional partnership will not only strengthen people-to-people connections but also propel global civilization forward, contributing to the shared future of humanity.