Western Silk Road Roadmap by UNWTO

Western Silk Road
Roadmap
This project is co-funded by
the European Union
http://www.e-unwto.org/doi/book/10.18111/9789284419494-Monday,March12,20184:35:27AM-IPAddress:118.172.57.32

Western Silk Road Roadmap
Co-funded by
the COSME programme
of the European Union
Publication prepared in the framework of the cooperation between UNWTO and the Directorate-General for Internal Market, Industry,
Entrepreneurship and SMEs (DG GROW) of the European Commission (Grant Agreement SI2.729496) with the funding from the European
Union’s COSME Programme (2014–2020).

Western Silk Road Roadmap2
Table of contents
Foreword 4
About this roadmap 6
Chapter 1 Introduction 10
1.1 What is the Western Silk Road Tourism Development initiative? 12
1.2 What is the Western Silk Road? 14
1.3 Objectives 16
1.4 Vision 18
1.5 Western Silk Road Map 19
1.6 Key stakeholders 20
Chapter 2 Western Silk Road research 22
2.1 Western Silk Road SWOT-analysis 25
2.2 Western Silk Road research instruments and current activities 30
2.2.1 Western Silk Road Tourism Academic Network 30
2.2.2 European Interdisciplinary Silk Road Tourism Centre 31
2.2.3 Western Silk Road University Challenge 31

Table of contents 3
2.3 Your role – join us and contribute to the Western Silk Road research effort 32
2.3.1 Guidelines – Western Silk Road SWOT-analyses on the national, regional
and local level 32
2.3.2 Guidelines – Western Silk Road focus group discussions 33
Chapter 3 Untold Western Silk Road stories 34
3.1 Armenia and the Silk Road 36
3.2 Bulgaria and the Silk Road 38
3.3 Greece and the Silk Road 41
3.4 Italy and the Silk Road 44
3.5 Spain and the Silk Road 46
3.6 Turkey and the Silk Road 48
3.7 Expanding the scope of the Silk Road: the Vikings 50
3.8 Expanding the scope of the Silk Road: The Russian Federation 52
Chapter 4 Western Silk Road Capacity Building 54
4.1 Western Silk Road Working Group 57
4.2 Western Silk Road Events and Heritage Map 58
4.3 Western Silk Road Capacity Building Workshops 60
4.3.1 1st International Western Silk Road Workshop 60
4.3.2 2nd International Western Silk Road Workshop 61
4.4 Moving forward: future areas of work 63
Chapter 5 International framework and tourism trends 66
5.1 2030 Agenda for Sustainable Development and the Sustainable
Development Goals (SDGs) 68
5.2 International Year of Sustainable Tourism for Development 2017 (IY2017) 69
5.3 European Year of Cultural Heritage 2018 70
5.4 The Belt and Road Initiative 71

Foreword
The Silk Road, the first global trade route in history, had a scope and importance far greater than the
simple exchange of goods. The interconnected routes served as a vehicle for the fruitful exchange
of arts, religion, cultures, ideas and technology.
In the present day, and building upon a natural and cultural wealth spanning thousands of years, we
are in a position to revive a route capable of transforming the way we think about and relate to travel.
The Western Silk Road Tourism Development initiative, a joint project between UNWTO and the
European Union, offers participating destinations the opportunity to realize such a commendable
goal.
The Silk Road initiative is increasingly attracting international attention, mainly due to the hard work
of tourism stakeholders on the ground who, understanding the value of joint cooperation, have
together made advances in areas such as marketing, transnational product development and travel
facilitation. In connecting east and west through inclusive discourses, internalizing sustainable
tourism practices within and between regions, safeguarding natural and cultural heritage through
local engagement and participation, and seeking to strengthen tourism innovation and good
practices, important steps are being made towards establishing the Silk Road as an internationally
renowned, seamless travel experience.
Confident of the immense opportunities for peace, prosperity and long-term sustainability that can
arise from interregional cooperation on the Silk Road initiative, I would like to conclude with a
message to all tourism stakeholders: let us work together in order to enliven the spirit of one of the
most important tourism routes in history.
Zurab Pololikashvili
Secretary-General,
World Tourism Organization (UNWTO)
4

Foreword 55

About this roadmap
The Western Silk Road Roadmap has two main purposes: First, to provide interested tourism
stakeholders with an overview of what has been achieved since the Western Silk Road Tourism
Development initiative was launched in 2016, and second, to guide the development of future
tourism activities linked to this project.
Recognizing the tourism potential of Silk Road heritage scattered throughout Europe and its close
vicinity, the World Tourism Organization (UNWTO) and the Directorate-General for Internal Market,
Industry, Entrepreneurship and SMEs (DG Grow) of the European Commission (EC), agreed to work
together to explore and make the most of the available potential. During the project implementation
period, an exploratory Western Silk Road research, the first of its kind, was developed from which
two capacity building workshops evolved.
Of didactic nature and practical structure, this roadmap summarizes the main findings of the research
and the two workshops, and aims to close existing capacity building gaps among participating
stakeholders by laying forth a common tourism development plan.
Compared to when the project commenced, the partners now have a much better understanding of
the value of transnational collaboration and of the work that needs to be jointly addressed in order
to overcome some of the main challenges identified, which are:1
1 In this context see also: World Tourism Organization and European Travel Commission (2017), Handbook on Marketing
Transnational Tourism Themes and Routes, UNWTO, Madrid.
6

About this roadmap
–– Lack of awareness about Western Silk Road heritage:
With very few exceptions, pre-existing information on European heritage linked to and branded
as part of the Silk Road was scarce and, if at all available, isolated in its local approach and
dimension. Prior to the Western Silk Road research, the potential and possibility of transnationally
linking available heritage received little attention. The research has been successful in raising
awareness on the tourism potential of the European Silk Road, whereas the workshops proved
necessary in discussing and agreeing upon common objectives and an overall vision for the
Western Silk Road. The roadmap, by uniting all these elements – an overall vision, objectives
and a description of the key areas of work, will allow for a common course of action and ensure
the long-term sustainability of the project.
–– Lack of research focused on Western Silk Road heritage:
Initial difficulties to mobilise stakeholders to participate in the research led UNWTO to devise and
implement additional tools, such as engaging universities through analytical research papers
(SWOT-analyses), engaging destinations (on a national, regional and local level) through focus
groups, and by collecting additional data through telephone and personal interviews. As the
workshops brought to light, destinations and universities are eager to continue to produce much
needed research information. Moreover, the project partners now understand the value of the
project and are committed to work on a collaborative basis. The roadmap contains research
guidelines aimed at supporting such a collaborative spirit.
–– Coordinated stakeholder approach toward common initiatives:
The continued input, endorsement and participation of Western Silk Road stakeholders will
ensure the long-term success of the Western Silk Road project. Formerly limited by little
reciprocal awareness and a missing platform to collaborate, the workshops played an important
role in creating a sense of unity. Supported by the establishment of a Western Silk Road Working
Group, the roadmap presents a way forward in terms of future management and project growth.
7

In line with the situation described above, the roadmap is divided into three principal areas or
chapters. The first chapter provides the reader with an overall introduction: overall questions as
to what the Western Silk Road and the Western Silk Road Tourism Development initiative is, are
followed by an outline of the main areas of work, the project’s central objectives, the overall vision
and the presentation of the main stakeholders involved.
The second chapter is focused on the academic research sustaining the Western Silk Road project.
A summary of the main results of the Western Silk Road research is provided together with an
outline of research activities currently taking place. Two sub-chapters, one focused on how to
individually contribute to the research effort and a second presenting the Silk Road heritage of
individual destinations, close the area dedicated to academically assessing the Western Silk Road.
Based on the research, the third chapter discusses the capacity building aspects of the Western
Silk Road. The Western Silk Road Working Group is presented, and a brief summary of the two
capacity building workshops are also contained therein. The chapter closes with an assessment of
potential future areas of work.
To close this roadmap, a brief recount of current global trends shaping the tourism industry, together
with brief information on the project partners.

About this roadmap 999

1. Introduction

1. 1. Introduction 11

1.1 What is the Western Silk Road Tourism Development initiative?
The Western Silk Road Tourism Development initiative is part of the Enhancing the Understanding
of European Tourism project jointly developed by the World Tourism Organization (UNWTO) and
the Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs (DG Grow) of the
European Commission (EC).
Co-financed with the European Union’s COSME Programme (2014–2020) funds, the Enhancing
the Understanding of European Tourism project aims to improve the socio-economic knowledge of
the tourism sector within Europe. The gained knowledge is to function as a leverage contributing
towards economic growth, job creation and tourism competitiveness.
With sustainable, responsible, accessible and ethical tourism as overarching themes, the Western
Silk Road Tourism Development initiative is one of the components sustaining the project, alongside
an initiative focused on increasing cooperation and capacity building in tourism statistics, and a
further initiative dedicated to the assessment of tourism market trends.
Launched during the second half of 2016, the Western Silk Road Tourism Development initiative
is a joint tourism project focused on the development and diversification of the Western link of the
Silk Road. With tangible and intangible Silk Road heritage as its unifying theme, the initiative aims
to strengthen the tourism offer of the countries located along the Western link of the Silk Road and
support the involved tourism stakeholders through a transnational strategy of several interlinking
steps.
Based on a questionnaire and additional research methods, including semi-structured interviews
with key stakeholders, ad-hoc focus groups on the local, regional and national level, and national
Strengths, Weaknesses, Opportunities and Threats – SWOT-analyses voluntarily conducted by
participating universities, a research on the tourism potential of the Western Silk Road constituted
the first step of the project’s strategy. Apart from assessing the strengths, weaknesses and

1. Introduction 13
opportunities of the Western Silk Road, the research, the first of its kind in assessing the European
Silk Road as a cohesive unit, contains information on individual Western Silk Road destinations,
studies existing usages of the Silk Road identity, audits tangible and intangible heritage connections
available throughout Europe, and provides a detailed analysis of how the Western Silk Road could
function as a tourism route and brand, including potentially supportive management structures.
With the organization of two capacity building workshops, the first in Alexandroupolis (Greece) in
April 2017 and the second in Sofia (Bulgaria) in June 2017, the second strategic step commenced.
The workshops were highly successful in mobilizing support and raising awareness for the Western
Silk Road. Participants that contributed to the research input and attended the workshops included
official Silk Road Task Force representatives of, primarily European, Silk Road Member States,
regional and local tourism authorities, UNWTO Affiliate Members, members of academia, specialized
tour operators, and local tourism stakeholders from various fields (tour guides, heritage specialists,
artisans, etc.). While the first Western Silk Road workshop proved important in explaining the overall
nature and purpose of the Western Silk Road project, and in sharpening certain ideas and tools
proposed, the second Western Silk Road workshop set the scene for the future development of the
project by establishing the Western Silk Road Working Group and discussing potential projects and
structures to be developed in the short-, medium- and long-term.
Designed as a collaborative platform, the Western Silk Road Working Group is the main structure
that is to ensure the long-term viability of the Western Silk Road Tourism Development initiative. The
Working Group, coordinated by UNWTO’s Silk Road Programme, functions as the main contact
point in terms of assessing, coordinating and following-up on the recommendations brought forward
during the research and the two capacity building workshops. Apart from guaranteeing the long-
term viability of the project, the Working Group will be responsible for encouraging, stimulating and
guiding collaborative projects along the Western Silk Road.
The Western Silk Road Tourism Academic Network and the European Interdisciplinary Silk Road
Tourism Centre are two major collaborative projects to evolve from the Western Silk Road workshops.

Under the coordination of UNWTO, an initial nine universities are voluntarily contributing, as a
network, to the project by academically exploring the transnational tourism potential of the Western
Silk Road through joint research and the creation of practical tourism intelligence.
In parallel, in what also constitutes a clear recognition of the value of the Western Silk Road Tourism
Development initiative, the Aristotle University of Thessaloniki has established the European
Interdisciplinary Silk Road Tourism Centre. The Centre has received strong support from the Ministry
of Tourism of Greece and UNWTO, and together with the Academic Network will function as a hub
for joint research projects focused on enhancing the Western Silk Road tourism potential.
Finally, this Western Silk Road Roadmap closes a project development phase, while, simultaneously,
it aims to initiate a new phase by containing a common development path applicable to all
stakeholders involved. The common development path or roadmap intends to close existing gaps
among partners and regions and enable the structured progress of the Western Silk Road towards
its future constitution as a transnational tourism route(s). All strategic steps and initiatives mentioned
in the text above will be further specified in the subsequent chapters.
Figure 1.1 Strategic pillars supporting the Western Silk Road Tourism Development initiative
Situation analysis and needs
assessment
–– Western Silk Road research;
–– Western Silk Road Tourism
Academic Network;
–– European Interdisciplinary
Silk Road Tourism Centre;
and
–– Western Silk Road
Roadmap.
Capacity building
–– Western Silk Road
workshops;
–– Western Silk Road Working
Group; and
–– Project development and
priorization: marketing and
promotion, joint tourism
projects, funding and
resources, etc.
Implementation
and evaluation
1.2 What is the Western Silk Road?
A novel term and therefore a clear and unanimous definition unavailable, the roadmap defines the
Western Silk Road primarily through a tourism lens or perspective. Commonly acclaimed as the
“greatest route in the history of mankind”, the myriad of interconnected routes subsumed under
the term “Silk Road” formed the first and most important vehicle for trade between the ancient
empires of China, Central and Western Asia, the Indian sub-continent and Rome. As routes of
integration, exchange and dialogue, the Silk Road contributed greatly to the common prosperity
and development of humankind for almost two millennia, and is, even today, still present among
us in the shape of monuments, gastronomy, ideas, formulas, scriptures and books, architectural
designs, linguistic expressions and many aspects more.

1. Introduction 15
UNWTO understands the Western Silk Road as a tourism concept that is geographically defined
to include, primarily, European Member States, but also countries located along the Mediterranean
basin, the Caspian Sea and the Black Sea. All participating countries share one defining criteria:
they were in contact with, were influenced by, but also influenced the historic Silk Road routes. The
interdependencies created were vast in outreach and influenced many different spheres, whereby
belonging to the Western Silk Road is generously classified and applies to those geographically
defined countries that host historical or heritage sites, commercial trades/guilds, popular traditions
or festivities, gastronomic heritage, creative arts and/or industries connected to the Silk Road, as
well as more recent synergies such as city partnerships and academic relations between countries
with Silk Road heritage, business partnerships and stakeholders with an interest in developing
tourism products around available Silk Road heritage.
As the tourism perspective is essential in understanding the use and meaning given to the Western
Silk Road, contemporary trends shaping the industry must also be taken into account whilst
applying the concept. For example, the move towards clustering the Silk Road into regions that
share a geographical proximity, similar regulations or a defining tourism project is considered an
effective strategy to move the Silk Road forward as an overarching tourism concept without being
overwhelmed by its sheer extension or by the necessity to seek the participation of all 33 Member
States who currently collaborate within the UNWTO Silk Road Programme platform. The growing
importance of maritime routes, transnational tourism routes based on a common theme such as
eco- or adventure tourism packages, a drive towards sustainable tourism practices focused on local
communities, experiential travel, and improved connectivity and infrastructure are further framework
issues that shape the organic growth and understanding of the Western Silk Road. As is explained in
this roadmap, simultaneous actions in the areas of research, stakeholder mobilization and capacity
building aim to achieve objectives in the short-, medium- and long-term, with the final vision being
the establishment of the Western Silk Road as a transnational tourism route supported by a fully
operative brand and extensive marketing campaigns.

1.3 Objectives
Under the auspices of the project partners, and after incorporating relevant feedback received from
the two Western Silk Road Capacity Building workshops, a list of project outcomes and objectives
is provided below. The outcomes have been grouped together and summarized under two main
thematic pillars: Western Silk Road Research and Western Silk Road Capacity Building. While
some objectives are already in place, others may still be considered potential ideas that received
widespread support during the workshops, especially from the Western Silk Road Working Group
members. The objectives, aligned with the Western Silk Road vision detailed further below, are to
ensure a unity of purpose and joint action, and aim to mobilise support and commitment among
stakeholders with an interest in developing the Western Silk Road Tourism Development initiative.
Figure 1.2 Objectives: Western Silk Road research
Short-term objectives:
–– Establish the Western Silk Road Tourism Academic Network;
–– Develop a common methodological approach enabling country specific but
comparable Western Silk Road data; and
–– Identify key research areas and topics.
Medium-term objectives:
–– Develop Western Silk Road “National Heritage Maps”;
–– Share results with project partners via a shared academic database;
–– Develop joint interdisciplinary research; and
–– Include the Western Silk Road in the academic curricula.
Long-term objectives:
–– Publish Western Silk Road articles and research papers; and
–– Western Silk Road student exchange programmes among participating universities.

1. Introduction 17
Figure 1.3 Objectives: Western Silk Road Capacity Building
Short-term objectives:
–– Establish the Western Silk Road Working Group;
–– Promote the Western Silk Road through UNWTO activities and events;
–– Mobilize and engage public and private stakeholders from the tourism sector and
beyond; and
–– Establish a Western Silk Road webpage on UNWTO website.
Medium-term objectives:
–– Encourage, stimulate and guide collaborative projects and exchange best practices;
–– Support Western Silk Road research;
–– Encourage continuous participation of partners and prolonged viability of the
Working Group;
–– Seek financial resources for implementation of projects, activities and training; and
–– Raise the media profile of the Western Silk Road.
Long-term objectives:
–– Work towards a shared Western Silk Road logo and brand identity/toolkit;
–– Western Silk Road stand or booth at main tourism fairs and festivals;
–– Annual Western Silk Road events and activities;
–– Western Silk Road website, online and social media tools; and
–– Full integration of the Western Silk Road in tourism strategy plans.

1.4 Vision
Through ongoing collaboration between involved partners and through the implementation of
Western Silk Road objectives in the areas of research and capacity building, following multifaceted
vision for the Western Silk Road Tourism Development initiative will be pursued:
Figure 1.4: Vision for the Western Silk Road
Establish the Western Silk
Road as a fully operative brand
supported by extensive and
cooperative marketing
campaigns.
Partners will support the
Western Silk Road and will
gain in return for their
investment through an
increase in tourist flows (direct
and indirect social and
economic impact).
Western Silk Road
By offering sustainable and
internationally competitive
tourism products, destinations
along the Western Silk Road
will increase visitor stay,
regional dispersal and yield
across the region.
Western Silk Road
destinations and stakeholders
will work together fostering
hereby social cohesion,
sustainable development,
solidarity and peace.

1. Introduction 19
1.5 Western Silk Road Map
Official and/or private sector stakeholders of the countries below have contributed with research
information and/or through their participation in the workshops to the Western Silk Road Tourism
Development initiative:
–– Albania
–– Armenia
–– Azerbaijan
–– Bulgaria
–– Bosnia and Herzegovina
–– Croatia
–– Cyprus
–– Egypt
–– France
–– Georgia
–– Greece
–– Ireland
–– Iran
–– Iraq
–– Italy
–– Former Yugoslav Republic of
Macedonia (FYROM)
–– Montenegro
–– Romania
–– Russian Federation
–– San Marino
–– Serbia
–– Slovenia
–– Spain
–– Turkey
–– United Kingdom

1.6 Key stakeholders
The input, endorsement and engagement from a variety of stakeholders are key to ensure the
success of the short-, medium- and long-term Western Silk Road objectives. The following
stakeholders are essential in ensuring their implementation and validity:
Figure 1.5 Stakeholders essential in ensuring the implementation of the Western Silk Road
UNWTO
–– Lead and coordinate activities via the UNWTO Silk Road Programme;
–– Support the Western Silk Road Working Group as a collaborative platform;
–– Incorporate the Western Silk Road into annual activities;
–– Support Western Silk Road research, marketing and the development of transnational projects;
and
–– Support funding and resource mobilization.
International organizations
–– Contribute expertise and input;
–– Contribute resources for specific Western Silk Road initiatives; and
–– Promote as part of international activities and campaigns, e.g., Sustainable Development Goals
(SDGs).
Example institutions: European Union, UN partner agencies, Council of Europe.
Western Silk Road Member States
–– Ensure representation and involvement via Silk Road Task Force representative and/or Western
Silk Road Working Group representative;
–– Implementation of Western Silk Road objectives on the national, regional and local level; and
–– Support and promote Western Silk Road activities and events.
Western Silk Road Working Group
–– Manage the Western Silk Road as a collaborative platform;
–– Ensure practical implementation of agreed upon objectives;
–– Assess, coordinate and follow-up on recommendations, best practices and proposed activities;
–– Contribute and channel research results and promotional strategy; and
–– Assist in the implementation of national and transnational projects.
Western Silk Road research
–– Academically explore and assess the tourism potential of the Western Silk Road; and
–– Support the development and implementation of transnational tourism projects by contributing
relevant data and tourism intelligence.
Main partners: Western Silk Road Tourism Academic Network, European Interdisciplinary Silk Road
Tourism Centre.

1. Introduction 2121

2. Western Silk Road research

2. Western Silk Road research 23

If the Western Silk Road is to function in the long-term as a fully operative tourism brand supported
by high quality tourism products and cooperative marketing campaigns, several intermediate steps
will firstly require adequate assessment. Concise research on the tourism dimension of the Western
Silk Road is one of these intermediate steps. By conducting an initial exploratory research, the
project partners intended to map and gain a picture of Silk Road heritage located throughout Europe
and its neighbouring region, whereby heritage was given a very broad definition (as explained in the
chapter 1.2); the main reason for such a broad definition was the wish to discover as many common
links and similarities as possible among the participating countries. In contrast to a purely academic
analysis focused on the Silk Road’s European imprint, the research also had a practical dimension:
the common links identified are to form the basis for the development of joint Western Silk Road
tourism projects and sustainable tourism products.
With very few exceptions, pre-existing information on European heritage linked to and branded as
part of the Silk Road was scarce and, if at all available, isolated in its local approach and dimension.
The potential and possibility of transnationally linking available heritage for tourism was altogether
ignored. Hence, the first step or objective was to assess, via a Western Silk Road Strength-,
Weaknesses-, Opportunities- and Threats/SWOT-analysis, the viability of the Western Silk Road
as a transnational tourism concept. Simultaneously, UNWTO mobilised partner universities and
destinations on the local, regional and national level, via nationally focused SWOT-analyses and
focus group discussions, to strengthen and deepen research output.
Although the research effort still needs to be continued and further specified (for example, more
information is needed regarding potential market segments, traveller profiles, a marketing study,
etc.), the initial steps have been successful in raising awareness on the potential of the Western Silk
Road and in showcasing how transnational cooperation could function and progress.
Below, a summary of the main results from the Western Silk Road SWOT-analysis is provided, followed
by country specific results obtained from voluntary SWOT-analyses and focus group discussions.
More detailed information on the Western Silk Road Tourism Academic Network, the European

Interdisciplinary Silk Road Tourism Centre and the Western Silk Road University Challenge, plus
guidelines for those interested in contributing voluntary research are also included in this chapter.
2.1 Western Silk Road SWOT-analysis
SWOT is an acronym for strengths, weaknesses, opportunities and threats, and SWOT-analysis
is best described as a structured analysis or planning method focused on assessing the potential
viability and framework conditions of a project.
As to the SWOT-analysis assessing the potential viability of the Western Silk Road as a transnational
tourism route, most respondents contributed input via an online questionnaire published by the
UNWTO Silk Road Programme. The questionnaire was distributed to the Task Force representatives
of the involved destinations, as well as to targeted partner stakeholders from the public and private
sphere. The full questionnaire is contained as an Annex in the Western Silk Road research report
available online on the UNWTO Silk Road Programme website. Further input for the SWOT-analysis
was received through telephone and personal interviews conducted by UNWTO, as well as through
feedback received from focus group reports submitted by involved destinations.
As to available strengths, the Western Silk Road is deemed a strong brand with a positive
reputation. In addition to the individual potential of the participating countries, the Western Silk
Road benefits from the cultural and historical significance of the ancient Silk Road routes (brand
recognition). Also, in line with the so-called “experience economy”, whereby travellers increasingly
seek for enriching experiences and authenticity along with the traditional product purchase, the
competitive edge of the Western Silk Road, a cross-border tourism initiative with a multifarious offer,
is clearly recognised. Good infrastructure and connectivity, high hospitality standards, and good,
although improvable, accessibility/access-for-all conditions are also recognised.

Figure 2.1 Western Silk Road strengths
Accessibility: travel connections,
travel facilitation, good
infrastructure and
access-for-all-standards.
The Silk Road is a strong brand
with a positive image based on
historical and cultural ties.
Western Silk Road Strengths
High quality tourism standards
and strong tourism sector.
As to weaknesses, the main points relate to governance/tourism management issues and the
joint branding/marketing of a transnational route. There is a concern in establishing an independent
Western Silk Road brand that could potentially collide with the more commonly known classical
Silk Road identity. Bearing in mind the widespread usage, cognisance and visual imagery of the
Silk Road, the idea of competing or separately co-existing Silk Road/Western Silk Road brands is
met with reticence. As a wrongly understood East-West dichotomy could counteract the intended
message of showcasing the multiple benefits to be derived from peaceful exchange, a solution
may be found in clearly defining the concept of authenticity contained in the Western Silk Road
brand and philosophy. Gastronomy in its multiple aspects (food tourism, gastronomic journeys,
etc.) and alternative or lesser-known, western, depictions of the Silk Road, as portrayed in the arts
(painting, sculpture, architecture and literature), are just two possible attributes that could promote
an authentic and multi-layered, as opposed to a competing, approach to the Silk Road.
Apart from the issue of how to create synergies between the Western and the classical Silk Road
concept, an important weakness identified relates to the transnational usage of a future brand.
How to ensure that country specificities are reflected, the necessity of common marketing rules
and guidelines (brand consistency), and how to integrate a transnational brand within a national
framework are just some weaknesses that will need to be addressed by participating stakeholders.
As even local destinations compete nowadays on a global scale, governance is given major
importance. A coordinated approach among stakeholders, instruments that favour information
sharing, a balanced approach between the public and private tourism sector, the participation of
the local communities in order to avoid the negative side-effects of tourism (congestion, heritage
decay, etc.), and targeted capacity building trainings are just a few key points that will have to be
addressed in order to ensure the success of the Western Silk Road initiative.

Western Silk Road
Weaknesses
Figure 2.2 Western Silk Road weaknesses
Abandoned / decayed
heritage and/ or poor
integration of local cultural
sites.
Difficulties in defining and
developing a new
destination brand and
image.
Lack of tourism education/
training among certain
service providers.
Transnationally coordinating
involved stakeholders.
It is widely expected that the development of the Western Silk Road as a transnational tourism
route will bring about beneficial opportunities. Apart from favourable international conditions
detailed in the last chapter of the roadmap (drive towards improved connectivity throughout the
region, sustainability as a key development factor, etc.), the route component of the Western Silk
Road, both maritime and on land, is seen as an opportunity to secure local engagement, economic
development and tourism diversification within participating destinations (walking, cycling routes,
heritage corridors, etc.).
With the emergence of a new discourse focused on showcasing how classical concepts of the
Silk Road influenced its, lesser-known, western section, an opportunity to counteract harmful or
exclusivist tendencies within society is also identified. Apart from gastronomy mentioned further
above, a revised focus on silk related products could revitalise decaying skills and traditions.
Revising silk heritage is seen as both a means to strengthen the creative industries sector and
to protect lesser-valued industrial heritage infrastructure. In this sense, encouraging local events
and festivities could help raise Western Silk Road awareness, enhance the visitor experience and
support local products and heritage.
Lack of synergies among
local, regional, national and
transnational
strategy plans.
Lack of integrated
knowledge about available
Silk Road heritage: absence
of a database that could
support partnerships.
Low connectivity and
tourism development in
unfrequented destinations.

Figure 2.3 Western Silk Road opportunities
Paradigm change towards
sustainable tourism and
increased conservation of
natural and cultural heritage.
Western Silk Road
Opportunities
Gained resources can be used
to enhance local integration and
the creative industries.
As to potential threats that could limit the growth or impact of the Western Silk Road, development
gaps and a lack of unified standards among participating destinations is considered important.
Transnational tourism initiatives do not only imply sharing resources and costs, but also entail sharing
risks. Without the enforcement of common rules, destinations would continue to prioritise their
national agenda. In order to ensure long-term stability and ownership, participating stakeholders
need to identify specific itineraries, ideally cross-border, that can be developed and marketed as
part of the Western Silk Road. Once specific routes are identified, partners will be able to invest in
a targeted way in capacity building programmes and awareness raising campaigns. Furthermore,
the need to ensure common usage and ownership of a Western Silk Road brand, and language
divergences among participating stakeholders are further identified threats that will require adequate
solutions.
Opportunity to promote mutual
understanding and showcase
existing interdependencies.
International framework:
European Neighbourhood
Programmes, China’s One Belt
One Road, etc.
Reinterpretation of available
heritage/creation of an
East-meets-West narrative.
Raise awareness among the
travel trade; create new and
unique visitor experiences; offer
a competitive advantage for
lesser-known destinations.
Create linkages between
transnational land and maritime
routes.

Figure 2.4 Western Silk Road threats
Competitive disadvantages:
lesser-known destinations may
not be able to compete with
established ones.
Economic or political difficulties
in one country may have a
negative impact on other ones
sharing resources within a
transnational route.
Western Silk Road Threats
Economic stagnation within the
region and lack of long-term
support among partners and
involved stakeholders.
As previously mentioned, a SWOT-analysis provides guidance on the overall determinants that may
favour or hinder a specific project. Hereby it is important to note that the nature of a determinant will
vary according to the actions undertaken. For example, the development of a Western Silk Road
brand can simultaneously be considered a strength, a weakness, an opportunity and a threat; the
outcome depending on the decisions and actions adopted by the involved stakeholders. Hence,
based on the feedback received, short-, medium- and long-term objectives were agreed upon (see
chapter 1.3). These objectives will help ensure that the strengths remain so, that the opportunities
end up materialising, and that the weaknesses and threats are respectively neutralised or limited.

2.2 Western Silk Road research instruments and current activities
2.2.1 Western Silk Road Tourism Academic Network
The development of specialised tourism research and data is a key area of work of the Western Silk
Road project. Established during the 2nd International Western Silk Road Workshop in Bulgaria,
the Western Silk Road Tourism Academic Network will support the development of transnational
tourism initiatives through the provision of joint research and practical tourism intelligence. For an
outline of the main objectives of the academic network, see chapter 1.3.
The following universities are currently part of the Western Silk Road Tourism Academic Network:
–– Russian-Armenian University, Armenia;
–– Aristotle University of Thessaloniki, Greece;
–– ISTHIA University of Toulouse, France;
–– People’s Friendship University, Russian Federation;
–– Peter the Great St. Petersburg Polytechnic University, Russian Federation;
–– University of Bologna, Italy;
–– University of Kerbala, Iraq;
–– University of Kragujevac, Serbia; and
–– University of Valencia, Spain.
Interested universities are encouraged to contact UNWTO in order to become a member of
the network. By joining, universities and research partners will not only benefit from increased
collaboration with leading tourism and research institutions but also contribute to the practical
development of transnational tourism projects, and hereby support further integration throughout
the region.

2. Western Silk Road research
2.2.2 European Interdisciplinary Silk Road Tourism Centre
As a clear recognition of the value of the Western Silk Road Tourism Development initiative, the
Aristotle University of Thessaloniki has established the European Interdisciplinary Silk Road Tourism
Centre. The Centre, an initiative brought forward by the university that has received widespread
support from the Ministry of Tourism of Greece and UNWTO, will support the work of the Western
Silk Road Tourism Academic Network and function as a joint research hub.
Did you know?
On 29 August 2017, the Senate of the University of the Aristotle University of Thessaloniki
(AUTh) established, by unanimous decision, the “European Interdisciplinary Silk Road Tourism
Centre”. Founded in 1925, the Aristotle University of Thessaloniki is a vibrant academic centre
consisting of 41 schools organized in 11 faculties. Participating in the Erasmus Programme
since 1987, 74,000 students, including 8,000 Master or Doctorate students, are currently
enrolled in the university.
2.2.3 Western Silk Road University Challenge
UNWTO, in cooperation with ISTHIA (Toulouse School of Tourism, Hospitality Management and
Food Studies, University of Toulouse Jean Jaurès), has launched the UNWTO Western Silk Road
University Challenge, an activity that will take place in Toulouse, France, during the academic year
2017–2018. During this time, ISTHIA students will analyse the historical involvement of the French
territories within the Silk Road network, assess the Silk Road impact on French culture, and prepare
an inventory of Western Silk Road heritage in France. The research will result in a study containing
proposals for the development of potential thematic French and cross-border routes and tourism
products, including strategies aimed at their branding and sustainable management.
The Western Silk Road University Challenge is a best practice example that can be replicated
throughout the Western Silk Road region. Universities or research centres interested in developing
similar research are kindly advised to contact UNWTO Silk Road Programme for further details.
31

2.3 Your role – join us and contribute to the Western Silk Road research effort
2.3.1 Guidelines – Western Silk Road SWOT-analyses on the national, regional and local level
The main aim is to identify the Strengths, Weaknesses, Opportunities and Threats of promoting and
developing Western Silk Road tourism within your destination. Bearing in mind that interdisciplinary
research is fundamental to support the development of transnational tourism projects and to
enhance the understanding of the complexity of the Western Silk Road topic, all individual efforts
are welcome. However, efforts must be coordinated and follow a similar methodological approach.
Although the guidelines provided below are intended to assist researchers, it is advised that
interested stakeholders seek the assistance of the UNWTO Silk Road Programme and the Western
Silk Road Tourism Academic Network. Both function as research databases and are in charge of
ensuring a common Western Silk Road methodological approach.
Figure 2.5 Guidelines for developing Western Silk Road investigation within your destination
Stage 1: Secondary research
Read through secondary sources such as academic papers, archives and similar and
identify Silk Road related cultural and natural heritage located on a local, regional and
national level. Silk Road heritage is broadly defined and can include museums, cultural
products and activities, popular traditions, festivities, gastronomic heritage, tourism
routes, etc.
Stage 2: Focus group
As stakeholders may be restricted by limited resources or time, we suggest conducting a
focus group discussion as a potential research support. Focus group guidelines are
presented further below. As part of stage 1 and 2, identified heritage should be classified
according to type and relevance.
Stage 3: SWOT-analysis
In accordance with the data collected during stage 1 and 2, draw a SWOT-table listing
the main outcomes researched or identified. Try to justify/explain every outcome in a
clear and thorough manner.
Stage 4: Report
Detail the results obtained via a written report. The SWOT-report should contain an
introduction, a review of the primary and secondary sources, a detailed outline of the
SWOT-analysis, a discussion and/or recommendations chapter, a chapter focused on
potential areas of research and an inventory or annex listing the identified heritage.

2.3.2 Guidelines – Western Silk Road focus group discussions
A focus group brings together stakeholders with certain expertise to brainstorm about a specific
topic. Although the Western Silk Road Tourism Development initiative has a tourism focus, an
interdisciplinary approach involving stakeholders from different sectors (culture, gastronomy,
economy, international relations, etc.) is encouraged. Any entity, ranging from a tourism ministry to
a group of friends, can develop a focus group. The guidelines provided below are aimed to support
voluntary Western Silk Road research efforts.
The adequate focus group size is between five and seven people. A group leader, who will be in
charge of moderating the discussion and drafting a final report, should be appointed. As support,
the discussion can be recorded (video or audio). The brainstorming process should ideally address
the following key issues:
Figure 2.6 Focus groups discussions – key issues
What initiatives could be developed?
What would be required in order to materialize proposed initiatives?
Who would be the main stakeholders?
Main markets and traveller segments
Timeframe
Why contribute to the Western Silk Road research effort?
UNWTO would be pleased to receive voluntary SWOT-analyses and focus group reports.
Input received will be shared among the research and project partners and will expand
the Western Silk Road research database. By submitting research, you will contribute to
the growth of the Western Silk Road and, hereby, also be invited to relevant Silk Road
Programme events and activities. Moreover, submitted project proposals, especially of
transnational nature, will be studied by the Western Silk Road Working Group.


3. Untold Western Silk Road stories

3. Untold Western Silk Road stories 35

The Western Silk Road research brought to light untapped Silk Road stories, routes and heritage
located throughout the European region. Not intended as a comprehensive selection, this
sub-chapter serves as an illustrative sample based on the input of academic partners and
destinations. As the initiative develops, it is expected that many more partners will contribute to the
discovery of the available Western Silk Road potential.
3.1 Armenia and the Silk Road
Armenia, together with the Caucasus, has strong Silk Road links, having served as a gateway for
traders travelling east and west. The first mentioning of Armenian silk use dates back to the second
century BCE: according to the ancient historian Movses Khorenatsi, the Armenian King Artashes I
(190–160 BCE) was draped and buried in silk cloth.
Learn more:
The Institute of Economics and Business of the Russian-Armenian University greatly
contributed to the Western Silk Road research through an extensive SWOT-analysis. Also,
the Armenian Institute of Tourism greatly contributed with an inventory of tangible and
intangible heritage connected to the Silk Road.
To learn more details about the above and to access the two studies, visit the UNWTO
Silk Road Programme at www.unwto.org and look for the tab option “Western Silk Road”
followed by “Research”.

Armenian merchants had trading links with all major empires along the Silk Road. Their main trade
goods were artisanal products such as carpets, garments, belts and jewellery, as well as nut tree,
red and yellow arsenic, mineral pitch, mercury, blue copperas, silver, lead and medicinal herbs of
copious quantities. Armenian horses were also strongly demanded. Armenian merchants transported
raw silk and other oriental products from Tabriz (now in modern-day Iran) to the Mediterranean and
from there, through maritime routes, to the rest of Europe. As a record of their journeys, Armenian
merchants kept specialised merchant journals. These trading books present a valuable source of
information about the Silk Road trade and the merchant life. These records are also masterpieces of
applied art, as they are richly decorated with luxurious silk and contain valuable graphical images.
The Institute of Ancient Manuscripts in Yerevan hosts the world’s largest collection of Armenian
manuscripts linked to the Silk Road.
Besides trade, Armenia greatly benefited from the exchange of scientific knowledge and technologies.
Exceptional examples of scientific exchange favoured by the Silk Road include a 6200 BCE Armenian
astronomical observatory, the prehistoric archaeological site of Zorats Karer or Karahunge, the
Metzamor ancient observatory and the medieval Gladzor University. As to distinctive or essential
Silk Road elements that Armenia could contribute to the Western Silk Road, its rich gastronomic
heritage, its traditional dances and a myriad of festivals, ranging from national costumes and sheep
shearing to wine, carpet and barbecue festivities, feature prominently.

Did you know?
Armenia is famous for its traditional dances that reflect the cultural diversity of the country.
Traditionally, Armenian dances are accompanied by the Duduk, an Armenian folk instrument,
recognised by UNESCO as intangible world heritage.
Gastronomy plays a significant role in Armenian cultural life. The preparation of Lavash,
a traditional Armenian bread-type, is registered as part of UNESCO’s intangible heritage.
Tolma, a minced meat dish wrapped in grape leaves, is another famous example of Silk Road
gastronomic heritage. Tolma was a typical merchants’ meal, as it was easy to transport and
consume. An annual Tolma festival is held in the Armavir region, near the memorial complex
“Sardarapat”.
3.2 Bulgaria and the Silk Road
Bulgaria can rightly be considered a melting pot, with cultures and religions traversing through its
crossroads territory for centuries. As such, Bulgaria preserves historic memories, archaeological
monuments and intangible heritage of ancient civilizations that could strengthen the cultural and
sustainable dimension and outlook of the Western Silk Road.
As highlighted in the SWOT-analysis submitted by the Ministry of Tourism of Bulgaria, the country
boosts important natural and cultural resources allowing for the development of tailor-made,
segment specific tourism products. Home to more than 40,000 archaeological sites and artefacts,
ten UNESCO World Heritage Sites (seven cultural and three natural sites) and fifteen sites that are
currently on the UNESCO World Heritage Tentative list, the country is very well positioned and, as
the Roman Emperors and Danube Wine Route demonstrates (certified as a “Cultural Route of the

Council of Europe in 2015), has widespread experience in transnational tourism cooperation. The
Roman Emperors and Danube Wine Route is a best practice example connecting four countries
of the Middle and Lower Danube region, namely Croatia, Serbia, Bulgaria and Romania, and
encompassing twenty archaeological sites and twelve wine regions.
Apart from heritage that favours the development of cultural and religious tourism products and
initiatives, Bulgaria benefits from a climate capable of fighting seasonality (winter and summer
tourism options) and favouring the development of sustainable and health-oriented tourism products
(spa and wellness tourism, rural and adventure tourism, eco- and food tourism).
To support the country’s industry, the Ministry of Tourism has strongly invested in innovative
marketing tools, such as mobile applications, online tourist portals and interactive tourist platforms,
e.g., ILoveBulgaria, to raise awareness on the numerous attractions available throughout the
country. Also, eight cultural-historical destinations were prioritised as a means to promote thematic
cultural routes and lesser-known historical sites.
Learn more
In 1896, the Sericulture and Agriculture Experiment Station was established in the city of
Vrasta. Once an important silk production centre that competed with similar industries located
in Greece and Romania, the heritage remaining in all three countries could be reinvented for
tourism. Thematic tourist products of transnational nature could incorporate cities along the
Maritsa River, for example Plovdiv, Svilengrad, Veliko Tarnovo, Gabrovo and Lovech.

Overall, the geographic proximity to relevant European source markets and convenient transportation
to the Black Sea and the Danube River region are important assets that support Bulgaria’s leading
role within the Western Silk Road project. It is believed that activities within the Western Silk Road
framework will be able to play a role in developing and improving awareness for less-developed
tourism regions of the country, especially from a marketing and destination management perspective.
Furthermore, as an overarching project, the Western Silk Road will enhance regional cooperation
and favour the development of inclusive discourses of exchange and cooperation throughout history.
Did you know?
The Monastery of Chirpan of Saint Athanasius the Great is considered one the oldest, still
active Christian monasteries in Europe. It was erected in 344 BCE and symbolized the
growing implantation of Christianity. Generally speaking, the Silk Roads not only favoured
the spread of trade, but also contributed to the dissemination of knowledge throughout
centuries.

3.3 Greece and the Silk Road
Greece’s connection to the Silk Road is too vast to summarise in a few lines, therefore the following
two quotes contained in the SWOT-analysis submitted by the Aristotle University of Thessaloniki can
only offer a glimpse:
In his Histories, Herodotus praised the Persian messengers in the following way: “There is nothing
in the world that travels faster than these Persian couriers. Neither snow, nor rain, nor heat, nor
darkness of night prevents these couriers from completing their designated stages with utmost
speed”.1
And assessing the Seleucid Empire that was established after the death of Alexander the Great,
the Greek historian Strabo (63–24 BCE) wrote that the Greeks “extended their empire as far as the
Seres, the land where silk came from”,2
he hereby meant China.
Learn more
Apart from the SWOT-analysis developed by the Aristotle University of Thessaloniki, important
input was also contributed by a regional focus group set up in Soufli. Moreover, an important
boost to the Western Silk Road project was given during the 1st International Western Silk
Road Workshop, held in Alexandroupoli, Greece, in April 2017. More information on this
workshop is provided on chapter 4.3.1.
1 Taken from Mark, J. (2014), Silk Road – Ancient History Encyclopedia, available at: http://www.ancient.eu /Silk_Road/.
2 Ibid.

These two quotes are only a sample of the incredible and highly extensive information contained in
the above-mentioned SWOT-analysis. Stakeholders interested in learning about how Greece and
its various regions can be linked and integrated into the Western Silk Road are kindly advised to
view the report of the Aristotle University of Thessaloniki. Visit the UNWTO Silk Road Programme at
www.unwto.org and look for the tab option “Western Silk Road” followed by “Research”.
Generally speaking, tourism development based on the Western Silk Road is considered to have
considerable potential to enrich and differentiate the tourism offer of Greece, and also to provide
sustainable development prospects for less developed regions. Furthermore, the use of the Western
Silk Road brand is expected to add significant promotional value to the involved Greek regions,
favouring herewith visitor dispersal and the diversification of the thematic tourism offer.
Untapped Silk Road heritage, available land and sea routes, and diverse cultural assets are features
travellers can easily encounter in Greece. Therefore the implementation of a Silk Road brand that
can reinforce Greece’s role as part of the route and serve as a quality distinction among travellers
are considered highly positive assets.
Did you know?
The Region of Eastern Macedonia and Thrace has significant Silk Road links. Located
in the north-east, the region neighbours with Bulgaria and Turkey and is thus ideal for
the development of transnational tourism projects. The region is also home to Evros,
Alexandroupoli and Soufli, important silk centres. Discovered Hellenistic tombs indicate that
Soufli has been inhabited since the Alexandrian period. The town developed and flourished
thanks to sericulture, its main trade until the 1980s.
The Region of the Peloponnese is also home to significant Silk Road heritage, especially in
Kalamata. During the nineteenth century, Kalamata became a silk trade hub connected via
land and sea routes. Numerous villages surrounding the area bear names derived from the
word “metaxi”, which means silk in Greek language.

3.4 Italy and the Silk Road
Italy plays a leading role when it comes to assessing Europe’s connection to the Silk Road. Since
the times of the Roman Empire, silk was one of the most precious commodities in Italy, and Italian
Catholic missionaries were of the first Europeans to explore the Silk Road, primarily for diplomatic
purposes; that is, to ensure, at the time, peaceful relations with the expanding Mongol Empire.
In the eleventh century, a demographic boom contributed to the military rise and economic
development of cities such as Venice, Genoa and Pisa. During this time, and led by the Republics
of Venice and Genoa, detailed nautical charts – portolani – emerged that greatly deepened the
cartographical and geographical knowledge of the Mediterranean basin.
Trade fostered by the Silk Road also greatly contributed to the development and mastering of
techniques related to the Italian arts and crafts sector. Ravenna became an important mosaic-
manufacturing centre, while Venice mastered glass-manufacturing techniques. With the acquisition
of know-how, the silk manufacturing trade greatly contributed to the further development of other
relevant Italian cities such as Bologna, Como, Naples, Piedmont, Lucca and Forli.
The Centre for Advanced Studies in Tourism of the University of Bologna identified the revitalization
of the silk industry, including its related trade and craftsmanship, the development of sustainable
and niche tourism products and experiences, and enhanced cooperation with regional and local
tourism stakeholders as key areas that would potentially benefit from the development of the
Western Silk Road. Furthermore, by putting local communities and their local tourism products first,
new itineraries and tourism linkages could evolve, contributing, herewith, to the dispersal of tourist
flows and the diversification of the tourism offer.
Examples of experiential tourism products that engage the traveller with local artisans, businesses
and communities include VivoVenetia, a local tourism portal focused on the arts and crafts sector
of Venice, and Open Factory, an initiative that brings together industrial and manufacturing centres
of the Veneto region.

Learn more
The Centre for Advanced Studies in Tourism of the University of Bologna greatly contributed
to the Western Silk Road research through an extensive SWOT-analysis. To view the report,
visit the UNWTO Silk Road Programme at www.unwto.org and look for the tab option
“Western Silk Road” followed by “Research”.
Venice and Forli, through the submission of focus group reports, also valuably contributed
to the research effort.
Did you know?
Adventure and eco-travellers can discover the historic silk heritage of Italy by bike. The Silk
Cycleway, a mapped cycle route, starts in Venice and throughout 418 km crosses Ferrara,
Bologna, Lucca, Pisa and finally Livorno, all cities with great Silk Road tangible and intangible
heritage. The initiative is a best practice example that showcases the potential and further
development of sustainable tourism products along the Western Silk Road.
The last functional silk spinning mill in Western Europe was brought back to life through the
“Fair Silk Way” project. Launched in 2014, the project aims to restore the production of silk
cocoons and reinstate the complete silk production manufacturing cycle in the provinces of
Vicenza and Treviso.

3.5 Spain and the Silk Road
Spain’s connection to the historic Silk Road routes dates back as far as the ninth century, a period
during which silk and other valuable goods reached the Iberian Peninsula via a route passing
through India, Arabia and the Islamic North African territories. Originally known during the time
as spaniscum, Andalusian silk soon gained an international reputation for quality, which allowed
for a strong industry to emerge from the tenth century onwards. Primarily centred on the cities of
Granada, Almeria and Malaga, the silk trade greatly impacted the economic outlook of the Spanish
territories, influencing trade relations, regulatory provisions, land rights and city-land relations. The
decentralization and specialization of the silk trade soon extended to the regions of Murcia, Valencia
and even, in truce times, to Castile.
Did you know?
In 2016, the Region of Valencia in Spain
launched the Silk Road tourism brand “Ruta
de la Seda Comunitat Valenciana”. Designed
by Juan Martínez of Martínez Branding, the
corporate image draws upon multiple sources:
a floral motive of an eighteenth-century textile recalls the textile manufacturing past of the
region, while the typography used is similar to sixteenth century engravings found in the Silk
Exchange and the College of High Silk Art located in the city of Valencia. The rediscovery of
Valencian Silk Road heritage are further motives represented.

Learn more
Three focus groups contributed with input to the research:
–– One focus group, of national outlook, counted upon the input of the Spanish Secretariat
of Tourism, the Ministry of Foreign Affairs and Cooperation of Spain, the Spanish National
Commission for Cooperation with UNESCO and the Spanish Institute for Quality Tourism;
and
–– Two regional focus groups from the Valencian region, led by Turismo Valencia and the
Agència Valenciana del Turisme, submitted high quality feedback.
Also, the University of Valencia was commissioned by the regional government of Valencia to
elaborate an inventory of available Silk Road heritage within the region. The study identified,
collected and classified regional Silk Road related resources, including specialised museums,
monuments, factories, festivities, popular traditions, gastronomic heritage and a myriad of
events, within the three regional provinces – Castellón, Valencia and Alicante. An outline of
the study was presented by the University of Valencia during the 7th UNWTO Silk Road Task
Force Meeting which took place in Valencia (March 2017). The presentation is available on
the UNWTO Silk Road Programme website at www.unwto.org.
Especially Valencia, home to one of the most important trading ports of the Mediterranean, benefitted
from the rise and growing diversification of the silk trade. Local artisans of Jewish and Islamic descent
converged with Genovese business-minded merchants shaped by European trading routes to form
what was to become a potent regional industry by the end of the fifteenth century. As of today, the
College of High Silk Art (Colegio del Arte Mayor de la Seda), the Silk Exchange (La Lonja de la Seda)
and the Barrio de Velluters, the historical silk trade district, symbolize Valencia’s and, by extension,
Spain’s connection to the historic routes. Reformed and placed within a historical-cultural context
that builds on World Heritage sites, gastronomy and popular traditions, the promotion of Valencian
silk legacy can rightly be considered a best practice example in the sense of adding attractiveness
and diversification to a region already well established within the Spanish tourism circuit.
Since 2015, the city and region of Valencia have developed and implemented a comprehensive
tourism strategy that includes marketing and brand positioning, tourism research and an inventory
of available heritage, training initiatives and targeted projects aimed at reviving and re-positioning
Valencia as a Silk Road destination. As such, Valencia provides a good model for other destinations
looking to maximise the potential of their available Silk Road heritage. Characterised by a highly
structured approach, Valencia ensured two key issues before moving forward: one, political support
on all levels (local, regional and national) for a joint project, and, two, broad stakeholder support and
engagement, including universities, civil society organizations, the business sector and actors from
the cultural sphere. With stakeholders capable of contributing and seeing their ideas reflected in a
strategy plan, initiatives evolve and grow within a stable and long-term framework.
Source: Historical information included in chapter 3.5 was taken from López de Coca Castañer, José Enrique (1998), ‘Silk
in the Kingdom of Granada (15th–16th centuries)’ in: Comisión Española de la Ruta de la Seda (1998), Spain and
Portugal in the silk routes: ten centuries of production and trade between east and west; 1st edition, Universitat de
Barcelona.

3.6 Turkey and the Silk Road
Bridging Europe with Asia, Turkey has been tantamount to the history and importance of the historic
Silk Road routes. Cherishing Roman, Byzantine and Ottoman heritage, Istanbul is rightly considered
one of the main crossroad cities of the Silk Road, although, as briefly detailed below, Aksaray,
Bursa, Konya and Nevşehir also chiefly contributed to the growth, exchange and dissemination of
products, techniques and ideas throughout Europe.
Istanbul
Istanbul was central in the expansion of sericulture throughout Europe. It is claimed that in the sixth
century, during the reign of the Byzantine Emperor Justinian, famously known for commissioning
the Byzantine architectural masterpiece, the Hagia Sophia Basilica, the silkworm made its famous
journey from China to Europe via Istanbul. Silk production made Istanbul the centre of the Eastern
Mediterranean silk trade and, by consequence, to one of the most important textile centres in the
world. Silk garments produced in the city and fashioned by Byzantine Emperors and high officials
achieved great prominence and subsequently became ceremonial clothing of European kings
and emperors. Of the innumerable sites with direct links to the Silk Road, two locations feature
prominently: the Galata district and the Grand Bazaar of Istanbul. Famous for its tower, the Galata
district derives its name from Genoese merchants who traded and established themselves within
the city during the Byzantine era. As to the Grand Bazaar, its history ranges back to the reign of
Sultan Mehmet II in the mid-fifteenth century. Enlarged over the ages and a magnet for all types of
merchants and traders, the Grand Bazaar not only became the most important commercial centre
of the region but also the heart of the incumbent banking and financial sector. Depicted in numerous
works of art and mentioned in numerous books of European travel pioneers, the Grand Bazaar
positively symbolizes the potential of an East-meets-West Western Silk Road narrative.

Aksaray
Aksaray’s splendour dates back to the Seljuk era. Eastern goods on their way to the port of Antalya
or to the cities of Konya and Kayseri had to pass through Aksaray. The city became famous for its
caravanserais, and it is here where the earliest examples of Seljuk architectural guesthouses and
inns can be found. The Sultanhani (Sultan’s Inn) of Aksaray was built in 1229 and is a not to be
missed destination on the Silk Road. With its 4,500 m2
floor area, the building is the largest Seljuk
caravanserai. Its portal – decorated with calligraphic stone carvings, floral and geometrical patterns
– and its masjid – built in the form of a raised kiosk in the middle of the courtyard –, make it an
architectural masterpiece of the time.
Bursa
As Aksaray, Bursa profited from its strategic geographical location, as it was a key trading node
connecting the cities of Istanbul, Ankara, Tabriz, Aleppo and many more. Bursa, famous for the
quality of its silk patterns, reached its zenith as a silk weaving centre during the Ottoman era. It
became a good highly coveted by aristocratic lineages in Europe, Russia and even China. The
city centre of Bursa still conserves many trading inns, the most famous being Galle Han, which is
believed to be the only structure in Bursa to be designed and built by the royal Ottoman architect,
Mimar Sinan. Also, the first bedesten, a covered market usually for haberdashery and craftsmanship,
was built in the city and received the name of Yildirim Bedesten.

Konya and Nevşehir
As the capital of the Seljuk Turks from the twelfth to the thirteenth century, Konya not only ranks
as one of the great cultural centres of Turkey but is also considered one of its oldest continuously
inhabited cities. It was in Konya where the mystic Mevlana Celaleddin-i Rumi founded a Sufi order
known in the west as the Whirling Dervishes. The striking green-tiled mausoleum of Mevlana is
Konya’s most famous building. Attached to the mausoleum, the former dervish seminary now
serves as a museum housing manuscripts of Mevlana’s works and various artefacts related to the
mysticism of the sect.
An important node during the Seljuk era, Nevşehir is nowadays famous for its geography of minaret-
shaped sedimentary rocks, commonly referred to as fairy chimneys. Churches and houses carved in
stone and dating back to the Byzantine era, as well as the Saruhan caravanserai constructed during
the thirteenth century, are among the main attractions of this famous Silk Road city.
3.7 Expanding the scope of the Silk Road: the Vikings
The so-called Viking Age ranged between 800 and 1050 AD, a time during which Vikings reached
significant boat building achievements, as well as unprecedented navigation skills. This allowed
them to trade and settle throughout Europe. They also bequeathed to future generations a language
and highly valuable intangible heritage such as sagas, literature and story-telling traditions.
Despite extensive research on the Vikings, little was known about their connection to the Silk Road.
With her study Silk for the Vikings, Marianne Vedeler shed some light on this issue.3
By collecting
and studying available manuscripts and documents, she discovered that the Vikings entertained
extensive trade relations with neighbouring countries and foreign empires. Hence their knowledge
and appreciation of silk primarily resulted from peaceful exchange, as opposed to previously held,
more violent, views. Research of key Viking sites where silk was found indicates that Viking silk had
two main origins: the Byzantine Empire, especially from its capital Constantinople (Miklagard for
the Vikings), and the Persian Empire. The Russian rivers Dnepr, leading to Constantinople, and the
Volga, which flows into the Caspian Sea, functioned hereby as the main modes of transportation.
Learn more
The Vikings Cultural Route contributed with a SWOT-analysis to the Western Silk Road
research effort. Among many interesting findings, they highlighted the potential of Silk
Road thematic cruises. Building on the historical significance of the rivers as trade bridges,
thematic cruises connecting northern Europe and the Russian Federation, underpinned
by niche tourism products such as gastronomy, could enhance the attractiveness of the
Western Silk Road route and diversify its tourism offer.
3 Marianne Vedeler (2014), Silk for the Vikings, Oxbow Books, Barnsley.

Bearing in mind renewed public interest in the history of the Vikings, easily accredited through
numerous drama series, films and documentaries, both the Vikings and the Silk Road could benefit
from enhancing and further developing their multiple connections. For example, a Silk Road tourism
product along the Viking routes would be highly successful, as favourable framework conditions
are available. Viking related heritage, of archaeological and historical nature, are among the most
visited attractions in northern Europe, especially favoured by the high-quality tourism infrastructure.
Overall, Vikings on the Silk Road could constitute a powerful promotional tool and a great
opportunity to develop specific tourism products along the Western Silk Road. As a start, interested
stakeholders could cooperate to reinforce the Silk Road component of the Vikings Cultural Route
of the Council of Europe.
3.8 Expanding the scope of the Silk Road: The Russian Federation
As the most extensive country in the world, the Russian Federation, entertained multiple Silk Road
connections – the key nodes with the highest potential for Silk Road tourism development being:
The cities of Moscow, Saint Petersburg and Kazan
The biggest cities, Moscow, Saint Petersburg and Kazan function as entry points to the country.
All three cities contain important Silk Road heritage, including oriental art collections, ethnographic
collections, silk fabrics and textiles, and archaeological findings. They are mainly present in the
Moscow State Historic Museum, the State Museum of Oriental Art and the Moscow Kremlin
Museum; in the Saint Petersburg Russian Ethnographic Museum; the Museum of Anthropology and
Ethnography of Peter the Great and the State Museum of the History of Religion; and in the Asian
Institute of Oriental Manuscripts and the State Hermitage Museum, the last two in Kazan.

As to thematic products and tours, the so-called Golden Ring of Russia, in the outskirts of Moscow,
has great tourism potential. The towns located within the Golden Ring have a strong trade and
manufacturing past, with a special emphasis on the manufacture of porcelain, ceramics, gold
embroidery and lacquer miniature painting on papier-mâché. The available heritage could strengthen
the arts and crafts component of the Silk Road.
The regions of Dagestan, North Caucasus, the Caucasus, the lower Don region, Azov, Taman and Kalmykia
The Caucasus region is home to abundant natural and cultural heritage. Medieval architecture
can be found throughout the entire alpine zone of Ingushetia, North Ossetia and Chechnya, while
the region of Dagestan is home to the city fortress of Derbent, a UNESCO World Heritage Site.
The steppe regions of Stavropol have two reconstructed Silk Road paths leading from the steppe
regions of Kalmykia and Dagestan via Mineralnie Vody to the Kislovodsk basin. The main heritage
of the area includes the archaeological sites of Alan and the Golden Horde times, and Majar (town
of Budyonnovsk). The Black Sea coast of the Caucasus and the Republic of Adygea are famous for
their dolmens, as well as Christian churches and Byzantine fortresses. Azov (ancient Greek colony
of Tanais) and the city of Anapa are further Silk Road sites on the Black Sea coast.
Learn more
The People’s Friendship University of Russia contributed valuable input through a SWOT-
analysis. The report can be accessed by visiting the UNWTO Silk Road Programme website
and looking for the tab option “Western Silk Road” followed by “Research”.
Research by the Russian Museum of Ethnography also provided valuable insight as to the
country’s historical and cultural connection to the Silk Road.
The Volga river region and the Republic of Tatarstan
As a former trade route of historic importance, the Volga basin is surrounded by cities and sites with
important Silk Road heritage, including Mashaikskoe (Xacitarxan), Selitryanovoe (Sarai), Tsarevskoe
(Saray al-Jadid), Vodyanskoe (Gulistan), Uvekskoe (Ukek), Bolgarskoe, Bilyarskoe (Bilyar) and Kazan.
Did you know?
Sabantuy is a Bashkir, Idel-Uralian and Tatar summer festival that dates back to the Volga
Bulgarian epoch. During the two International Western Silk Road Workshops, Silk Road
themed festivals were identified as key attractions capable of raising awareness for the
Western Silk Road. Popular festivities are a cultural asset that can be encountered throughout
all participating countries.

4. Western Silk Road Capacity Building

4. Western Silk Road Capacity Building 55

The establishment of a strong management structured is considered essential if the Western Silk
Road is to compete within a highly competitive tourism market. A unified management structure has
many responsibilities, the most peremptory being ensuring a coordinated approach among many
different stakeholders and securing the financial stability of the project.
While the project partners have already started to advance towards a strong management structure
with the establishment of the Western Silk Road Working Group, it will be important that national
tourism organisations (NTOs) support the initiatives taken by reviewing and internally coordinating
their national, regional and local tourism plans and strategies.
Also, while the Working Group guarantees a unity of purpose, it may become unavoidable that
a cluster or group of countries take a leading role in promoting their Western Silk Road heritage.
Some countries and stakeholders are further advanced than others, and while this roadmap aims to
close existing capacity building gaps, a strategy of autonomous but interlinking Western Silk Road
initiatives may also bear advantages in terms of favouring joint learning and ensuring ownership and
leadership among participating stakeholders.
Formerly limited by little reciprocal awareness and a missing platform to collaborate, the workshops
played an important role in creating a sense of unity among participants and in laying the foundations
of the Western Silk Road Working Group. The below will reflect the structure and role of the Working
Group, outline initiatives discussed during the workshops, and present initiatives already in place,
such as the Western Silk Road Events and Heritage Map.

4.1 Western Silk Road Working Group
Designed as a collaborative platform, the Western Silk Road Working Group is the main structure
that is to ensure the long-term viability of the Western Silk Road Tourism Development initiative.
Representing the interests of all Western Silk Road partners, the Working Group, together with the
UNWTO Silk Road Programme, functions as the project’s main contact point and is responsible
for ensuring that the Western Silk Road capacity building objectives outlined in chapter 1.3 are
implemented in the short-, medium- and long-term. Additional functions include following-up on
recommendations and project proposals received, coordinate Western Silk Road marketing and
promotional efforts, and assist in the implementation of transnational tourism projects.
Did you know?
The Western Silk Road Working Group, the management structure that is to ensure the
long-term viability of the Western Silk Road Tourism Development initiative, was established
during the 2nd International Western Silk Road Workshop in Sofia, Bulgaria, on 27 and 28
June 2017.

Figure 4.1 Western Silk Road Working Group: structure and role
UNWTO Silk Road Programme
–– General coordination;
–– Support initiatives and development
efforts; and
–– Ensure general framework, especially in
regards to planned annual meetings.
Western Silk Road Working Group
–– Silk Road Task Force Members;
–– UNWTO Affiliate Members;
–– Media partners; and
–– Experts: sustainable development,
heritage management, tourism
marketing.
Role: Leading project development, primarily:
–– Encourage, stimulate and guide collaborative projects
through interaction and exchange of best-practices;
–– Resource mobilization: support economic sustainability
and financing of joint projects; and
–– Contribute towards a Western Silk Road communication
strategy, both for external (marketing activities) and
internal (updates, maintenance of communication
channels, etc.) purposes.
The members of the Western Silk Road Working Group represent both official and private sector
stakeholders from the tourism sector and beyond. For more information on the working group,
including membership conditions, please visit the UNWTO Silk Road Programme website.
4.2 Western Silk Road Events and Heritage Map
In an effort to create a stronger sense of ownership and coherence among Western Silk Road
partners, the UNWTO Silk Road Programme has created an event and heritage map that enables
partners to upload and share information linked to the Western Silk Road. The map is continuously
updated, freely accessible and easy to use.
The Western Silk Road Events and Heritage Map can be accessed by visiting UNWTO Silk Road
Programme website and looking for the tab option “Western Silk Road”.
Why contribute?
By making active use of this map, stakeholders will:
–– Support Western Silk Road research efforts by collecting and unifying previously scattered
information on tangible and intangible Western Silk Road heritage;
–– Promote and raise awareness on activities and events hosted by Member States and Western
Silk Road partners;
–– Showcase best practice examples happening throughout the region; and
–– Increase dialogue and exchange.

4.3 Western Silk Road Capacity Building Workshops
4.3.1 1st International Western Silk Road Workshop
The 1st International Western Silk Road Workshop was jointly organized by UNWTO, the Ministry of
Tourism of Greece and the region of Eastern Macedonia and Thrace. Held in cooperation with and
supported by the European Commission, the workshop took place in Alexandroupoli, Greece, on
26 and 27 April 2017.
The city of Alexandroupoli hosted 100 national and international participants for the 1st International
Western Silk Road Workshop. Three panels integrated the workshop:
1. Challenges and opportunities of developing the Western Silk Road as a trans-national tourism
route;
2. Marketing potential of the route; and
3. Practical steps that need to be taken to ensure the project’s long-term success and viability.
Attended by the Minister of Tourism of Greece, the Governor of Eastern Macedonia and Thrace, the
Mayor of Alexandroupoli and the Secretary-General of the Greek National Tourism Organization, the
workshop counted upon excellent feedback from a wide range of international stakeholders from
the tourism sector and beyond, including tour operators, universities, cultural routes representatives
and stakeholders from the creative arts. Important input was also contributed by TripAdvisor, the
Fundación Turismo Valencia, the World Federation of Tourist Guides Association (WFTGA), the
European Federation of Tourist Guide Associations (FEG), the Greek Guiding Association, the
Ministry of Culture and Tourism of Iraq, Destination Makers and Aegean Airlines, who shared its
actions in promoting route development and connectivity across the Silk Road. The Chamber of
Evros and the Tsiakiris Silkhouse supported the event. As part of the programme, a technical tour
to Soufli, the silk city of Greece, was organized.

Overall, the organization and international presence was highly appreciated by the national, regional
and local tourism stakeholders of Greece. On the local level, the workshop had an immediate and
practical impact: a Task Force of 20 stakeholders, including representatives from the local and
regional administration, local businesses, silk producers and three local museums, was set up in
Soufli to advance in a specific tourism development plan based on available silk heritage. Measures
agreed upon and currently being developed by the regional Task Force include:
–– The establishment of a local tourism body;
–– The development of a website that will promote Soufli (www.visitsoufli.com); and
–– The restoration of the Tzivre Silk Factory, a Silk Road industrial heritage site.
All event information, including photos and presentations are available on the UNWTO Silk Road
Programme website at www.unwto.org. Look for the tab option “Western Silk Road” followed by
“Events”.
4.3.2 2nd International Western Silk Road Workshop
The 2nd International Western Silk Road Workshop was jointly organized by UNWTO and the Ministry
of Tourism of Bulgaria. Held in cooperation with and supported by the European Commission, the
workshop took place in Sofia, Bulgaria, on 27 and 28 June 2017.
The second Western Silk Road workshop held in Sofia was attended by over 100 national and
international participants, and consolidated the results obtained during the first workshop in Greece
in April. The workshop shared specialized expert input on how to progress from theory to practice
in the development of the Western Silk Road as a transnational tourism route.

Two specialized sessions focused on product development, and tourism certification and quality
standards were held. Ms. Ethna Murphy of Ethna Murphy Consulting, an expert with extensive
experience in leading international tourism development projects, shared her ideas and insights
on how to ensure the long-term success of an initiative involving a broad range of stakeholders
cooperating on a transnational scale.
The value of tourism certification schemes and ensuring high-quality standards within the tourism
sector was addressed by Maria Cruz Cádiz Gómez of the Spanish Institute for Quality Tourism
(ICTE). The importance of creating an emotional link between the visitor and the host destination,
and relevant tools to improve the quality of services within the tourism sector were addressed during
this interactive session.
Also, a Western Silk Road B2B speed-networking session was organized, where attending National
Tourism Administrations, tour operators and SMEs, universities, tourist guide associations and
cultural route representatives networked and discussed potential initiatives to be developed within
the framework of the Western Silk Road. Finally, the main ideas, objectives and tools sustaining the
Western Silk Road Working Group were discussed.
All event information, including photos and presentations are available on the UNWTO Silk Road
Programme website at www.unwto.org. Look for the tab option “Western Silk Road” followed by
“Events”.

4.4 Moving forward: future areas of work
This roadmap provides an overview of the current development stage of the Western Silk Road
Tourism Development initiative. That is: its current structure, the key areas of work and the main
objectives, as detailed in the “Introduction” chapter.
Contributed research and the two capacity building workshops provided hereby the main content.
The two very well attended workshops were of high standard while discussing and assessing
potential future components of a Western Silk Road tourism route.
The main objective during the workshops was to unleash creativity and to foster a sense of purpose
and ownership among participants. Although some proposals brought forward may be difficult to
realise or lack financial backing at this stage, they are worthy of credit and future consideration. The
following list offers a summary of what was proposed and a more detailed report of the workshop
discussions is contained in the Workshop Conclusions Report document available on the UNWTO
Silk Road Programme website under the tab option “About”.

1. Specialised Western Silk Road capacity building and training workshops:
–– For tour operators: focus on what is needed and what is available in terms of promoting
the Western Silk Road as a unified tourism route;
–– For tourism and heritage guides: focus on strategies aimed at fighting heritage decay
and misuse, the revitalization of available heritage, and the development of common
certification systems; and
–– For destinations: focus on agreeing upon and developing common strategic actions in the
area of capacity building and marketing and promotion.
2. Western Silk Road B2B events and workshops:
–– Create a network of Western Silk Road tour operators; and
–– Create framework for the specialised B2B exchange among Western Silk Road and
Chinese tour operators.
3. Developing Western Silk Road experiences
–– Western Silk Road Food Festivals under the tentative logo “follow the silk, taste the spices”;
–– Tourism re-conversion of industrial heritage sites;
–– Creative Arts industry: visit the workshops of designers and artisans, which could include
master-classes in jewellery-making, clothing accessories, cooking classes and other
related crafts; and
–– Spa and Wellness tourism resorts along the Western Silk Road.
4. Western Silk Road promotion
–– Western Silk Road Mobile Application containing information on specific routes, heritage,
involved partners and sites, etc.;
–– Promote twin city partnerships among involved Western Silk Road cities;
–– Develop a unified Western Silk Road souvenir passport that could be used to obtain
benefits such as discounts while visiting partner museums, restaurants, etc.;
–– Western Silk Road and Sports: development of a Western Silk Road rotating marathon;
–– Creation of an International Western Silk Road Tourism Day;
–– Rotating Western Silk Road stand at the main international tourism fairs; and
–– Shared Western Silk Road International Calendar of Events.

5. International framework and
tourism trends

5. International framework and tourism trends 67

5.1 2030 Agenda for Sustainable Development and the Sustainable
Development Goals (SDGs)
On 1 January 2016, the 17 Sustainable Development Goals (SDGs) of the 2030 Agenda for
Sustainable Development – adopted by world leaders in September 2015 at the UN Summit –
officially came into force.
The SDGs, also known as Global Goals, build on the success of the Millennium Development Goals
(MDGs). The new Goals are unique in that they call for action by all countries, independent of their
GDP, to promote prosperity while protecting the planet. They recognize that ending poverty must
go hand-in-hand with strategies that build economic growth and addresses a range of social needs
including education, health, social protection and job opportunities, while tackling climate change
and environmental protection.
While the SDGs are not legally binding, governments are expected to take ownership and establish
national frameworks for the achievement of the 17 Goals. Countries have the primary responsibility
of following-up and reviewing the progress made in implementing the Goals, which requires the
collection of quality, accessible and updated data.
For more information, please visit:
17 Sustainable Development Goals – SDGs

Western Silk Road Roadmap by UNWTO

Western Silk Road Roadmap by UNWTO

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