CAREC Tourism Strategy 2030

CAREC TOURISM STRATEGY

DECEMBER 2020 FOR ENDORSEMENT

The Central Asia Regional Economic Cooperation (CAREC) Tourism Strategy 2030 sets out the long-term vision, objectives, programs, and targets to promote sustainable, safe, and inclusive tourism development in the region and enhance its attraction as a competitive tourism destination globally. It builds upon countries’ efforts to develop their tourism sectors as well as existing initiatives being implemented by development partners. It adopts a holistic approach, covering five strategic pillars: connectivity and infrastructure; quality and standards; skills development; marketing and branding; and market intelligence. The strategy also mainstreams six cross-cutting themes namely health, safety and security; digitalization; gender equality; environmental sustainability; private sector participation; and universal access to tourism services.

About the Central Asia Regional Economic Cooperation Program

The Central Asia Regional Economic Cooperation (CAREC) Program is a partnership of 11 member countries and development partners working together to promote development through cooperation, leading to accelerated economic growth and poverty reduction. It is guided by the overarching vision of “Good Neighbors, Good Partners, and Good Prospects.” CAREC countries include: Afghanistan, Azerbaijan, the People’s Republic of China, Georgia, Kazakhstan, the Kyrgyz Republic, Mongolia, Pakistan, Tajikistan, Turkmenistan, and Uzbekistan.

About the Asian Development Bank

ADB is committed to achieving a prosperous, inclusive, resilient, and sustainable Asia and the Pacific, while sustaining its efforts to eradicate extreme poverty. Established in 1966, it is owned by 68 members —49 from the region. Its main instruments for helping its developing member countries are policy dialogue, loans, equity investments, guarantees, grants, and technical assistance. CAREC TTOURISMOURISM STRATEGY

DECEMBERSEPTEMBER 2020 2020 FOR ENDORSEMENT

CAREC Secretariat www.carecprogram.org

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Printed on recycled paper Contents

Abbreviations

Executive Summary...... i

I. Introduction...... 1

II. Global Tourism Trends and Impact of COVID-19...... 2

III. Tourism in the CAREC Region...... 5 A. Domestic, Inbound, and Outbound Tourism...... 5 B. Tourism Contribution to Gross Domestic Product and Competitiveness ...... 8 C. CAREC Region’s Potential for Attracting Core Tourism Segments...... 9 D. National Tourism Priorities and the Need for a Regional Tourism Strategy ...... 13

IV. CAREC Tourism Strategy 2030...... 15 A. Vision ...... 15 B. Guiding Principles...... 15 C. CAREC Tourism Development Concept and Regional Tourism Priority Clusters...... 16

V. Strategic Pillars of the CAREC Tourism Strategy 2030...... 20 A. Pillar 1: Connectivity and Infrastructure...... 22 B. Pillar 2: Quality and Standards...... 23 C. Pillar 3: Skills Development...... 24 D. Pillar 4: Marketing and Branding...... 25 E. Pillar 5: Market Intelligence...... 27 F. Cross-Cutting Themes...... 28

VI. Institutionalization and Implementation Arrangements...... 29 A. Phased Implementation Approach ...... 29 B. Institutional Structure...... 30 C. Financing...... 32 D. Partnerships...... 32 E. Results Framework...... 33

Appendixes 1 Summary of CAREC Countries’ Tourism Strategies ...... 34 2 Indicative List of Provinces and Cities under Each Priority Tourism Cluster...... 38 3 Regional Tourism Investment Framework (2021–2025) ...... 40 4 Results Framework ...... 46 Tables and Figures

Tables 1 Main Motivations for Traveling to CAREC Countries, 2019...... 7 2 Strengths, Weaknesses, Opportunities, and Threats Analysis...... 21

A1 Summary of CAREC Countries’ Tourism Strategies ...... 34 A2 Indicative List of Provinces and Cities under Each Priority Tourism Cluster...... 38 A3.1 Strategic Pillar 1—Connectivity and Infrastructure...... 40 A3.2 Strategic Pillar 2—Quality and Standards...... 43 A3.3 Strategic Pillar 3—Skills Development...... 43 A3.4 Strategic Pillar 4—Marketing and Branding...... 44 A3.5 Strategic Pillar 5—Market Intelligence...... 45 A4 Results Framework...... 46

Figures 1 Distribution of Domestic Tourists in CAREC Countries, 2019...... 5 2 Inbound Tourists in CAREC Countries, 2019...... 6 3 Outbound Tourists from CAREC Countries, 2019...... 7 4 Travel and Tourism Competitiveness and Direct Contribution to Gross Domestic Product. .9 5 CAREC Tourism Development Concept and Clusters...... 19 6 CAREC Tourism Strategic Pillars ...... 22 7 CAREC Institutional Framework...... 31 Abbreviations

ADB Asian Development Bank CAGR compound annual growth rate CAREC Central Asia Regional Economic Cooperation COVID-19 coronavirus disease GDP gross domestic product MICE meetings, conventions, conferences, and exhibitions PPP public–private partnership PRC People’s Republic of China SMEs small and medium-sized enterprises UNESCO United Nations Educational, Scientific and Cultural Organization UNWTO United Nations World Tourism Organization WTTC World Travel and Tourism Council Executive Summary

The Central Asia Regional Economic Cooperation destinations, and countries are adapting their (CAREC) Tourism Strategy 2030 provides a tourism strategies and plans to focus on domestic common strategic and holistic framework to and intra-regional tourism in the short term. guide tourism operations in the CAREC region The CAREC Tourism Strategy 2030 takes into until 2030. It sets out the long-term vision, consideration the impacts and trends resulting guiding principles, strategic pillars, and targets from the COVID-19 pandemic. Through the to promote sustainable, safe, and inclusive gradual implementation of regional projects and tourism development in the region and enhance initiatives across its five strategic pillars, it seeks the region’s attraction as a competitive tourism to help CAREC countries’ tourism sectors bounce destination globally. It builds on the findings and back stronger and faster, and restore travelers’ recommendations of Promoting Regional Tourism confidence and trust by promoting the region as Cooperation under CAREC 2030, a scoping a safe and resilient tourism destination. study published in 2019. The tourism strategy is aligned with the overall directions of the CAREC The CAREC region possesses a wide range 2030 strategy as well as with CAREC countries’ of historical and cultural heritage, unique tourism priorities and plans, and it seeks to ensure gastronomy and local traditions, a rich and close coordination among tourism initiatives unexplored network of cities, and arresting natural being implemented by development partners in endowments that traverse national boundaries. the region. In 2019, the CAREC countries received 424 million domestic tourists and 41 million foreign The coronavirus disease (COVID-19) outbreak tourists. Domestic tourists and visitors from in early 2020 has placed significant pressure on neighboring countries travel mainly for business CAREC economies, with tourism being one of purposes and for visiting friends and relatives, the most severely impacted sectors. International particularly on short trips of 2–3 days. On the tourist arrivals decreased by 65% globally during other hand, foreign tourists from distant countries January–June 2020 compared to the same period tend to be motivated by culture and heritage, in 2019. According to estimates of the United nature and adventure, and business. Thus, the Nations World Tourism Organization (UNWTO), CAREC Tourism Strategy 2030 aims at supporting the overall reduction in international tourist the development of unique tourism products and arrivals worldwide in 2020 could range from experiences catering to various tourism segments 58% to 78%, depending on when travel restrictions such as business, culture, nature and adventure, are lifted. As a result, the preference of travelers sun and beach holidays, health and wellness, and is shifting toward closer, safer, and uncrowded domestic weekenders. Executive Summary ii

Vision, Guiding Principles, development potential to attract an increasing and Priority Tourism Clusters number of tourists, increase spending per tourist, and improve the contribution of the tourism The CAREC Tourism Strategy 2030 is inspired sector to countries’ gross domestic product by a vision to create “a sustainable, safe, easily (GDP). accessible, and well-known tourism region that provides a variety of unique year-round quality The seven priority cluster groups are as follows: experiences to visitors along the Silk Road, and (i) Caspian, covering Azerbaijan, Georgia, widely shares its benefits among its communities.” Kazakhstan, and Turkmenistan; (ii) Heart of Central Asia, covering Afghanistan, Kazakhstan, Five guiding principles underpin the development the Kyrgyz Republic, Tajikistan, Turkmenistan, of comprehensive and effective regional and Uzbekistan; (iii) Almaty–Bishkek, referring tourism programs and the promotion of tourism to the area of the Almaty–Bishkek Economic cooperation in the region: (i) prioritizing quality Corridor and the Tian Shan mountains, covering over quantity to ensure environmental, social, Kazakhstan, the Kyrgyz Republic, and north and cultural sustainability; (ii) adapting to global Xinjiang Uyghur Autonomous Region in the trends and building resilience by promoting People’s Republic of China (PRC); (iv) Golden the uniqueness of countries’ tourism products Coast, located in the southwest of Pakistan; while building regional synergies and creating (v) Karakorum–Wakhan, covering the eastern greater opportunities for economies of scale and part of Afghanistan, north Pakistan, northwest optimization of resources to effectively respond Xinjiang Uyghur Autonomous Region, and to new global and regional developments; (iii) southeast Tajikistan; (vi) Altai, covering reducing regional imbalances and empowering Kazakhstan, Mongolia, and the PRC; and (vii) local communities; (iv) promoting multi- seasonal Gobi and Grasslands, covering Inner Mongolia tourism through product diversification and Autonomous Region and Mongolia. promotion of multicountry trips to help address seasonality and provide year- round opportunities for businesses in the region; and (v) adopting a Strategic Pillars holistic and phased approach for developing the CAREC tourism network along the Silk Road and While CAREC countries possess outstanding ensuring sustainable development of the regional natural and cultural resources, there are still tourism clusters. several factors that hinder the development of their tourism sectors. These include limited The Silk Road is the most important route linking access to and between CAREC countries, CAREC countries’ major cities and tourism assets. complex and nonuniform visa requirements In addition, major national and transnational roads and border arrangements, inconsistent quality in the region are also connected to the Silk Road, of tourism infrastructure and services, skills such as the Pamir Highway, Karakorum Highway, shortages, lack of reliable tourism data and Chinggis Khaan Trail, and Trans- Siberian Railway. statistics, and low awareness and knowledge The CAREC Tourism Strategy 2030 identifies about the tourist attractions in CAREC countries. seven priority regional tourism clusters connected To achieve its long-term vision and overcome to these main tourist routes. The priority tourism these challenges through enhanced cooperation, clusters have been selected based on their the CAREC Tourism Strategy 2030 identifies five regional relevance; visitation levels; and future strategic pillars: iii CAREC Tourism Strategy 2030

(i) Connectivity and infrastructure. practices, and promotion of partnerships This includes the improvement of air between public and private tourism and land connectivity; simplification stakeholders in the region for conducting of border-crossing procedures; joint market research to better harmonization of visa requirements; and understand customers’ preferences, improvement of tourism infrastructure desired experiences, and needs. facilities, and urban development in areas with potential for year-round In addition, the following themes cut across all activities within the priority tourism the strategic pillars: (i) health, safety, and security clusters. to support countries’ efforts in responding to the COVID-19 pandemic and to build resilience (ii) Quality and standards. This includes of their tourism sectors to future global crises; the development and implementation (ii) digital and communication technologies; of effective and harmonized minimum (iii) gender equality; (iv) private sector quality, hygiene, and environmental development; (v) environmental sustainability standards. This could include the through the adoption of sustainability practices development of a “Silk Road Quality to protect the region’s tourism assets; and Label” for tourism services, to be (vi) universal access to integrate the needs of adopted on a voluntary basis. differently abled people and elderly travelers into destination planning and management. (iii) Skills development. This focuses on addressing the gaps between industry practices and tourism education and Implementation and Institutional training provision, and developing Arrangements integrated regional trainings and programs for both public and private A phased approach will be adopted for the tourism stakeholders, maximizing the implementation of the CAREC Tourism Strategy use of digital technologies. 2030 and in the prioritization of initiatives and projects under the strategic pillars. During (iv) Marketing and branding. This the initial phase, from 2021 to 2023, regional includes building the common brand interventions will focus on domestic and intra- (“Visit Silk Road”) through development regional tourism. The second phase, from 2024 and operationalization of the CAREC to 2028, will focus on attracting high-spending tourism web portal, and organization international markets through improvement of of joint tourism promotion activities air connectivity and development of joint tourism and events and business-to-business products and multicountry experiences. In the initiatives for tour operators and other last phase, from 2029 onward, expansion toward tourism services business providers. secondary destinations beyond the seven priority regional tourism clusters will be considered. (v) Market intelligence. This includes To support this, a regional tourism investment development and implementation framework has been developed, covering regional of common methodologies for data projects and initiatives under the five strategic gathering and production of tourism pillars to be implemented during the first statistics following international best 5 years of the strategy implementation period (2021–2025). Executive Summary iv

The CAREC tourism work will be led and may be different within the strategic pillars coordinated by a CAREC tourism focal points and/or tourism clusters, adjustments will be group. An incremental approach is envisioned made as needed based on countries’ emerging to effectively build the countries’ ownership and needs and priorities. devise the most appropriate institutional structure based on progress made over time. As a first step, Given the cross-cutting nature of the tourism focused and demand-driven technical expert sector, careful consideration will be given to groups will be formed either at the thematic or establish an effective mechanism for coordination cluster level to further develop regional projects among the wide range of stakeholders, including and initiatives within the strategic pillars. When government agencies, the private sector, progress is considered sufficient and based on academia, and civil society. Technical, analytical, countries’ demand, a small centralized tourism and organizational support will be provided by office and/or an independent regional tourism the CAREC Secretariat, development partners, agency with common funding mechanisms could and the CAREC Institute. Efforts will be devoted be established. to mobilizing greater financing from a wide range of sources, including from development The CAREC tourism focal points group will be partners, state budgets, the private sector, and responsible for monitoring the implementation of public–private partnership (PPP) arrangements. the tourism strategy and the regional investment In addition, the establishment of a regional framework. Recognizing the global, changing investment fund to support tourism investments nature of the sector and the fact that progress with a regional scope and impact will be explored.

CHAPTER I

Introduction

1. The Central Asia Regional Economic 3. In 2018, the CAREC Secretariat Cooperation (CAREC) program is a partnership of undertook a scoping study on Promoting 11 countries and development partners working Regional Tourism Cooperation under together to promote development through CAREC 2030 to assess the potential of cooperation, leading to accelerated economic CAREC as a regional cooperation platform growth and shared prosperity. CAREC operations to promote a coordinated approach to are guided by the CAREC 2030 strategy endorsed tourism development.2 The study identified at the 16th CAREC Ministerial Conference in opportunities for enhancing and expanding October 2017.1 The CAREC 2030 strategy tourism cooperation among CAREC focuses on five operational clusters, including member countries and maximizing economic the trade, tourism, and economic corridors opportunities while safeguarding ecosystems. development cluster. 4. Building on the findings of the scoping 2. Tourism transcends national borders, and study, the CAREC Tourism Strategy 2030 there are a range of benefits for countries within sets out the long-term vision, objectives, a geographic region working with each other in programs, and targets to promote sustainable, the development, management, and promotion safe, and inclusive tourism development in the of their tourism sectors. Regional tourism region and to enhance the region’s attraction cooperation can help strengthen economic, as a competitive tourism destination globally. social, and cultural ties among countries, thereby It builds upon countries’ efforts in this area enhancing the region’s image and making it more as well as initiatives being implemented by attractive for foreign visitors and investment. development partners. It adopts a holistic Developing a regional approach also creates a approach, covering travel facilitation and larger market for supply and demand of tourism connectivity, human resources and skills services, and offers greater diversity and a wider development, tourism infrastructure and range of experiences for travelers and tourists. services, digitalization, tourism marketing The overall goal of such cooperation is to improve and promotion, and regional institutional living standards for the populations of CAREC arrangements for tourism, including the roles countries and accelerate inclusive economic of both the public and private sectors. growth in the region.

1 Asian Development Bank (ADB). 2017. CAREC 2030: Connecting the Region for Shared and Sustainable Development. Manila. 2 ADB. 2019. Promoting Regional Tourism Cooperation under CAREC 2030: A Scoping Study. Manila.

1 CHAPTER II

Global Tourism Trends and Impact of COVID-19

5. The global tourism industry has been United Nations World Tourism Organization growing robustly over the past 2 decades, (UNWTO), the overall reduction in international showing strong resilience through several crisis tourist arrivals worldwide in 2020 could range periods. Since 2000, international tourism from 58% to 78%, depending on when travel growth, with a compound annual growth rate restrictions are lifted. This could result in a loss (CAGR) of 5.8%, has outpaced the growth of of export revenues from tourism in the range of the global economy (5.4% CAGR).3 As of 2018, $910 million–$1.2 trillion and could put at risk the tourism industry directly contributed 3.9% up to 120 million jobs in the tourism industry.6 ($3.35 trillion) to the world’s gross domestic While domestic tourism is expected to recover product (GDP), of which 71% corresponded to more quickly, prospects are that regional and domestic tourism and 29% to inbound tourism international travel will not show any signs of expenditure.4 Its value added stood at 58.8% of recovery until 2021. the revenues ($5.7 trillion).5 8. The global COVID-19 pandemic is 6. The growth of the tourism industry globally expected to create new patterns and trends in has been driven mainly by the increasing middle the tourism sector, particularly in the short term. class from emerging economies. Moreover, These include the following: countries in Asia and South America have experienced robust growth in per capita income, (i) Increased importance of domestic which has enabled consumers in these regions to and regional tourism. The COVID-19 take more overseas trips. outbreak will shift travelers’ priorities to closer, safer, and uncrowded 7. The global spread of the coronavirus disease destinations. Thus, domestic and (COVID-19) outbreak in early 2020 has severely regional tourism could be the more impacted the tourism sector. From January to sought-after alternative, with the car June 2020, global international tourist arrivals being the preferred mode of transport decreased by 65%, with Asia and the Pacific to avoid contact with large groups of experiencing an especially hard decline in tourist people. Villas or accommodation units arrivals of 72%. According to estimates of the with self-catering facilities compliant

3 United Nations World Tourism Organization (UNWTO). 2020. World Tourism Barometer. 18(1). Madrid; World Bank. World Bank Open Data (accessed 10 August 2020). 4 World Travel and Tourism Council (WTTC). 2019. Travel and Tourism Economic Impact. London. The data is from 2018. This refers to domestic tourism expenditure (i.e., tourism expenditure of a resident visitor within the economy of reference) and inbound tourism expenditure (i.e., tourism expenditure of a non-resident visitor within the economy of reference). UNWTO. Glossary of Tourism Terms (accessed 30 October 2020). 5 WTTC. 2019. Travel and Tourism Economic Impact. London. 6 UNWTO. 2020. World Tourism Barometer. 18(5). Madrid.

2 Global Tourism Trends and Impact of COVID-19 3

with social distancing requirements will to the environmental footprint and the experience the highest demand during socioeconomic impact of their travels. the recovery period. This trend also Tourists increasingly prefer destinations means a more regionalized pattern of and businesses with clear sustainability business travel. Long-haul air travel will policies, recycling procedures, and other potentially resume at a fast pace only circular economy solutions, and there is a once the contamination risks disappear growing interest in tourism products and and when a COVID-19 vaccine is put experiences that can help protect the into use. environment and bring tangible benefits to local communities.8 (ii) Emergence of safe travel corridors. Although COVID-19 cases are (ii) Technological innovations. The continuing to rise, some countries process of digitalization of the tourism have been successful in containing sector is changing the business model the pandemic through the adoption of suppliers and the expectations of of several public health and social customers. The emergence of new measures. Such measures, however, players in accommodation (e.g., Airbnb, have negatively affected economic HomeAway), transport (BlaBlaCar, growth. In an attempt to revamp the Uber), catering (Eatwith), and economy and reactivate the tourism guiding (ToursByLocals) services has industry, countries are reestablishing revolutionized the tourism sector. connections and partnering to develop “Smart tourism destinations”9 are virus-free travel bubbles, which offer a comprehensively managing tourist safe environment for the development visits, augmented reality solutions are of tourist activities, protecting both improving the experience of customers, tourists and the local population.7 virtual reality is increasingly being applied to meetings and conferences, 9. In addition, the following trends are also cryptocurrencies are starting to be used foreseen to influence the tourism sector globally to pay for services, 5G connections in the coming years: and Wi-Fi are becoming necessary services, and the Internet of Things (i) Greater focus on sustainability and artificial intelligence are already and responsible travel. An increasing being applied by many hotel chains share of tourists are paying more attention and other tourism services providers.

7 Virus-free travel bubbles refer to partnerships among countries that have been successful in containing the pandemic and agree to open up borders and reestablish connections among them to allow entry of virus-free travelers and reactivate the tourism industry and related economic activity. 8 According to the UNWTO, sustainable tourism refers to “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities.” 9 E. Çeltek. 2020. Handbook of Research on Smart Technology Applications in the Tourism Industry. Hershey, Pennsylvania: IGI Global.; M. Castells. 2009. The Rise of the Network Society, 2nd edition. New Jersey: John Wiley & Sons, Ltd. A smart tourism destination is one that responds to the requirements of global mobile elites (increased mobility leads to the surge of a new social order in which a global well-connected leader-elite rules over a mass of disconnected people) by facilitating access to tourism and hospitality products, services, spaces, and experiences through information and communication technology-based tools. It also promotes innovative and entrepreneurial businesses and fosters interconnectedness of businesses. 4 CAREC Tourism Strategy 2030

(iii) Customers as the main source organizations, tour operators, and of information through online businesses need to adapt accordingly platforms. Word-of-mouth has by developing and planning a set of been always an important factor when unique and diversified experiences tourists select their travel destinations. and providing personalized services. Most travelers now fully rely on online Increasing engagement with local platforms for planning and booking communities is key for this purpose. their trips. The increased use of social media and travel blogging has (v) Further increase of middle-income accentuated this trend, reducing the class population and growing influence of mainstream traditional influence of younger generations. communication channels in destination The global middle- income class choice. This represents a cost-effective population is expected to reach marketing opportunity for lesser- 4.9 billion by 2033, with most of the known destinations to build a strong growth occurring in the People’s tourism brand and image perception Republic of China (PRC).11 This is among consumers in target markets expected to have a positive impact and segments globally. on the tourism sector given the high travel propensity and increased (iv) Experiential travel. The traditional disposable income of this population travel motivation of spending time away group. Furthermore, tech-savvy and from home to relax is declining. Instead, technology-driven age groups—such as tourists look for authentic experiences, millennials (also known as Gen Y) learn while traveling, and spend a and Gen Z—have specific needs for memorable time in the destination communication, consumption, and by interacting with local people and tourism experiences.12 These age groups immersing themselves in the local are expected to represent 50% of all culture, history, gastronomy, and travelers by 2028.13 traditions.10 Destination management

10 Experiential travel aims at getting a deeper understanding of a travel destination by closely connecting with its culture, people, and history. The traveler usually blends with locals (e.g., a friend, an accommodation host) who give guidance on how best to experience a place. Experiential travel tends to focus on travel that is inspirational, personalized, and/or creates a path to self-discovery. 11 H. Kharas. 2010. The Emerging Middle Class in Developing Countries. Organisation for Economic Co-operation and Development, Development Centre Working Papers. No. 285. Paris: Organisation for Economic Co-operation and Development. 12 Gen X defines the generation that was born during 1965–1980. Millennials (or Gen Y) were born during 1981–1996. Gen Z corresponds to people born during 1995–2015. 13 Horwath HTL. 2015. Tourism Megatrends: 10 Things You Need to Know About the Future of Tourism. New York. CHAPTER III

Tourism in the CAREC Region

A. Domestic, Inbound, from geographically distant markets.15 In 2019, and Outbound Tourism14 the region received 424 million domestic tourists, highly concentrated in Uzbekistan 10. Tourism in the CAREC region is mainly (29.9%) and two provinces of the PRC: Inner driven by domestic tourism, followed by tourists Mongolia Autonomous Region and Xinjiang from neighboring countries, and lastly by tourists Uyghur Autonomous Region (53.4%) (Figure 1).

Figure 1: Distribution of Domestic Tourists in CAREC Countries, 2019 (%)

Afghanistan: . Uzbekistan: . million arrivals; . Azerbajian: .

Other CAREC countries: Georgia: . . million arrivals; . Kazakhstan: . Xinjiang Uyghur Inner Mongolia Autonomous Regions: Kyrgyz Republic: . . million arrivals; Mongolia: . . Pakistan: . Tajikistan: . Turkmenistan:

CAREC = Central Asia Regional Economic Cooperation. Sources: Estimates from the consultant team under Asian Development Bank. 2019. Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region. Manila. based on 2019 information provided by the Bureau of Statistics of the Xinjiang Uyghur Autonomous Region; Ministry of Environment and Tourism of Mongolia; Statistical Bulletin of the Inner Mongolia Autonomous Region; the United Nations World Tourism Organization. UNWTO Statistics Database (accessed 20 June 2020); and World Bank. 2020. Global Economic Prospects. Washington, DC.

14 Domestic tourism comprises tourism-related activities of residents within their country of reference, inbound tourism comprises tourism- related activities in a country by visitors who are not residents of that country, and outbound tourism comprises tourism-related activities by residents outside their country of reference. A country sends outbound visitors and receives inbound visitors. Inbound visitors (arrivals) include both overnight tourists and same-day visitors (excursionists). United Nations, Department of Economic and Social Affairs, Statistics Division; and UNWTO. 2010. International Recommendations for Tourism Statistics 2008. New York. 15 Neighboring countries refer to those that are within a 3-hour flight time from each CAREC country. This includes other CAREC countries if they meet the 3-hour flight time criterion.

5 6 CAREC Tourism Strategy 2030

11. In 2019, the region sent 70 million (17.9%), Kazakhstan (15.6%), and Azerbaijan outbound tourists and received 41 million (10.2%). Of the total outbound tourists, tourists. International tourism in the region (both 83% travel to neighboring countries, although inbound and outbound) is highly concentrated in only half of them go to other CAREC countries neighboring countries, particularly in the Russian (Figure 3). There are, however, some notable Federation. More than three-quarters of the total differences across countries. For instance, foreign arrivals are concentrated in four countries: almost all outbound tourists from Uzbekistan Kazakhstan (23.6%), the Kyrgyz Republic (20.2%), travel to other CAREC countries while, in the Georgia (18.6%), and Uzbekistan (16.3%). Of the case of Pakistan, only 4.5% travel within the total inbound tourists, 91% come from neighboring CAREC region. Other main destinations for countries, of which two-thirds of the total arrive outbound tourists include Iran, Republic of from other CAREC countries (Figure 2). Korea, the Russian Federation, and Turkey.

12. Although outbound tourism is less 13. Travel motivations in the CAREC countries concentrated than inbound tourism, tourists (Table 1) vary substantially between domestic from four CAREC countries represent two-thirds tourists, tourists from neighboring countries, of the total: the PRC (23.3%),16 Uzbekistan and tourists from distant countries. Domestic

Figure 2: Inbound Tourists in CAREC Countries, 2019 (‘000 trips) , , , , , , , , , , , , ,

, , , , , Azerbaijan Other CAREC Uzbekistan Georgia Kyrgyz Republic Kazakhstan countries

Distant countries Neighbor countries CAREC countries

CAREC = Central Asia Regional Economic Cooperation Sources: Estimates from the consultant team under Asian Development Bank. 2019. Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region. Manila. based on 2019 information provided by the Bureau of Statistics of the Xinjiang Uyghur Autonomous Region; Ministry of Environment and Tourism of Mongolia; Statistical Bulletin of the Inner Mongolia Autonomous Region; the United Nations World Tourism Organization. UNWTO Statistics Database (accessed 20 June 2020); and World Bank. 2020. Global Economic Prospects. Washington, DC.

16 This refers only to the two PRC regions that are part of the CAREC Program: the Inner Mongolia Autonomous Region and the Xinjiang Uyghur Autonomous Region. Tourism in the CAREC Region 7

tourists and tourists from neighboring countries from distant countries tend to be motivated by travel mainly for business purposes and for culture and heritage, nature and adventure, and visiting friends and relatives, while tourists business.

Figure 3: Outbound Tourists from CAREC Countries, 2019 (‘000 trips) , , , ,

, , , , , , , , , , , , , , , , , , Pakistan Azerbaijan Kazakhstan Uzbekistan Xinjiang Uyghur Other CAREC Inner Mongolia countries Autonomous Regions

Distant countries Neighbor countries CAREC countries

Table 1: Main Motivations for Traveling to CAREC Countries, 2019 (%)

Inbound Tourists Neighboring Market Segment Domestic Countries Distant Markets Business and MICE 20.94 23.52 16.63 Visiting friends and relatives 20.01 20.85 7.40 Nature, sports, and adventure 13.10 16.17 26.95 Culture and heritage 13.63 15.82 32.80 Holiday, sun, and beach 17.01 14.88 7.91 City breaks 15.31 8.76 8.31

MICE = meetings, incentives, conferences, and exhibitions. Source: Tour operator’s survey under Asian Development Bank. 2019. Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region. Manila. 8 CAREC Tourism Strategy 2030

B. Tourism Contribution to 15. Countries can increase tourism’s direct Gross Domestic Product impact on GDP through two distinct strategies: and Competitiveness (i) a volume-based strategy (i.e., mass tourism with little spending and appropriation of value 14. Tourism impact on GDP is a function of added), or (ii) a high-value strategy (i.e., low the quantity of tourists, their spending, and tourism volume but high spending and the value added generated by that spending.17 appropriation of value added). Although the GDP Figure 4 shows the international competitive effects derived from both strategies could be the positioning of CAREC countries. The vertical same, the social and environmental sustainability axis represents the score of the Travel and impacts are quite different, as more tourists Tourism Competitiveness Index from the World tend to produce higher social and environmental Economic Forum (with a global average of 3.87). negative externalities. Well- designed tourism The average score of CAREC countries is 3.66, strategies, therefore, strike a good balance ranging from 3.10 in Pakistan to 4.88 in the between volume of tourists, spending per tourist, PRC.18 The horizontal axis corresponds to the appropriation of value added, and sustainability direct contribution of the tourism sector to from a social and environmental perspective. the GDP in each country (with a global average of 4.3%). Internationally, compared to similar 16. Tourism is considered a priority sector in economies,19 CAREC countries’ tourism sectors CAREC countries’ strategies and plans. However, tend to have lower direct contributions to their the level of global competitiveness of their respective GDPs, ranging from as high as 9.4% in tourism sectors is quite low.22 Although CAREC Georgia to as low as 0.1% in Turkmenistan.20 countries have abundant and attractive natural In terms of appropriation of revenues from the and cultural assets, they have shortcomings in tourism sector, there are also notable differences, other critical dimensions such as transport and including high appropriation in Pakistan (63.7%),21 tourism services infrastructure. Tackling these medium appropriation in Azerbaijan (36.9%) dimensions is, therefore, key to improving overall and Uzbekistan (54.1%), and low appropriation visitation and spending levels. Strengthening the in the two PRC regions (about 20%) and the tourism value chain by improving the range and Kyrgyz Republic (15.7%). quality of tourism services and increasing the

17 This refers to what part of every dollar spent by tourists (domestic and foreign) in the country contributes directly to the GDP through national value added. Countries with high percentages of national value added in the spending levels have a greater appropriation of value in the value chain than countries that have low levels of value added from tourism revenues. 18 Travel and Tourism Competitiveness Index scores are not available for Afghanistan, Turkmenistan, and Uzbekistan. 19 Examples are Cambodia, Côte D’Ivoire, Guatemala, the Philippines, Rwanda, and Senegal. The primary reason for the choice of such countries is the size of their economies, the level of development of the tourism industry, and the tourism products offered. 20 World Economic Forum. 2019. The Travel & Tourism Competitiveness Report 2019: Travel and Tourism at a Tipping Point. Geneva; WTTC. 2019. Travel and Tourism Economic Impact. London; and World Bank. World Bank Open Data (accessed 10 August 2020). For Afghanistan and Turkmenistan, data has been estimated by the consultant team under ADB. 2019. Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region. Manila. 21 The appropriation is measured as a ratio between direct contribution of tourism to GDP (numerator) and tourism revenues (denominator). The world average is 58.8%. 22 The World Economic Forum’s Travel and Tourism Competitiveness Index is used to measure the international competitiveness of the tourism sector of a country, and can be used as (i) an indicator of the effectiveness of countries’ planning processes, (ii) a guide on which key issues and areas need to be tackled, and (iii) a means of prioritizing the utilization of scarce resources to maximize benefits. The PRC as a whole is highly competitive internationally. However, the two CAREC regions (the Inner Mongolia Autonomous Region and the Xinjiang Uyghur Autonomous Region) lag behind the national results and therefore are more in line with the other CAREC countries. Tourism in the CAREC Region 9

Figure 4: Travel and Tourism Competitiveness and Direct Contribution to Gross Domestic Product

. People’s Republic of China

Kazakhstan Azerbaijan Georgia

Thailand Malta Croatia

Seychelles . Montenegro . Philippines Senegal Guatemala Rwanda Cambodia . Côte d’Ivoire Gambia

Mali Mongolia

Pakistan . Tajikistan

WEF T&T Competitiveness Index Kyrgyz Republic

. , . . . . . T&T direct contribution to GDP,

GDP = gross domestic product, T&T = travel and tourism, WEF = World Economic Forum. Sources: WEF. 2019. The Travel & Tourism Competitiveness Report 2019: Travel and Tourism at a Tipping Point. Geneva; World Travel and Tourism Council (WTTC). 2019. Travel and Tourism Economic Impact. London; and World Bank. World Bank Open Data (accessed 10 August 2020).

participation of local small and medium-sized of providing unique experiences catering to enterprises (SMEs) and other private sector various tourism segments such as business, stakeholders will allow CAREC countries to culture, nature and adventure, sun and beach improve the national appropriation of tourism holidays, and health and wellness, among revenues. others. In addition, domestic weekenders are critical for sustainable tourism development, particularly considering the challenges faced by C. CAREC Region’s Potential the tourism industry because of the COVID-19 for Attracting Core outbreak. Domestic weekenders can help flatten Tourism Segments the seasonality curve, generating year-round business to regional tourism sites and the SMEs 17. CAREC is a heterogeneous region with associated with those sites, while being the areas and routes rich in history and culture and driving force of domestic tourism in a region arresting natural endowments that traverse where the majority of the population lives in national boundaries. The capitals and important urban areas. Thus, CAREC countries can also metropolitan areas in the region constitute a cater for this market segment through the offer rich and unexplored network of cities capable of 2- to 3-day trips around the major cities, 10 CAREC Tourism Strategy 2030

with activities that engage families or groups development of communication technologies, in different activities (e.g., adventure, religion, business events are becoming hybrid, combining culture, nature, shopping, etc.). the traditional aspect of physical presence of participants with remote contributions and 18. Business and meetings, incentives, online presentations. Thus, state-of-the-art conferences, and exhibitions tourism. technology and high- speed internet capability Internationally, city and business trips account are a must. CAREC countries need to further for 27.6% of the total global outbound trips.23 The improve the quality of these tourism-related CAREC region is strategically located between services to further unleash the potential some of the largest economic regions of the world of meetings, incentives, conferences, and such as Europe, northeast Asia, and the Middle exhibitions (MICE) tourism in the region. East. Several capitals or major cities (Almaty, Baku, Bishkek, Hohhot, Islamabad, Karachi, 20. Small- and/or medium-scale meetings and Tashkent, Tbilisi, and Urumqi) in the CAREC conventions could be the core sector in which region offer the unique potential of year-round CAREC countries compete, since it would be city-break and business- related opportunities.24 complicated to divert large-scale events from Other cities offer good part- of- year potential, the major capitals of Europe, East Asia, and such as Batumi, Cholpon-Ata, Kashgar, Lahore, North America. Events in CAREC countries and Nur-Sultan. However, less than 1% of global should be as unique and localized as possible, meetings take place in the CAREC region.25 This engaging business travelers intellectually and is mostly because of the limited air connectivity emotionally, and linking the objective of the event between CAREC countries and international with the local community, cultural traditions, markets as well as the complex visa regimes and and gastronomy.27 The attractiveness of lesser- entry requirements in the region. Less than half known and minor cities in CAREC countries of all country pairs within the CAREC region are could be improved by providing discounts or served with direct flights, and flight frequencies offering promotional rates to attract MICE buyers are generally low.26 and improving the urban infrastructure and services such as 24/7 electricity, water supply 19. Business customers look for personalized and sanitation, transport, and connectivity. In service, safe and comfortable transport, terms of promotion and business development attractive urban design and well-functioning activity, CAREC countries could target MICE cities, clean and comfortable accommodation, intermediaries and attend specialized MICE good catering, and meeting venues. With the trade shows.28

23 UNWTO. 2020. World Tourism Barometer. 18(1). Madrid; and ITB Berlin. 2018. ITB Berlin and IPK International: International City Trips—A Success Story. Berlin. 24 These cities have the unique feature of allowing multi-seasonal city-related tourism with the attractiveness of their respective outskirts, which could result in higher occupancy rates for hotels and resorts. Other major cities in the region are only suitable for city tourism, stopovers, or activities complementary to business trips in 9 months of the year. 25 International Congress and Convention Association (ICCA). 2018. The International Association Meetings Market 2018. Amsterdam. 26 ADB. 2018. Aviation and the Role of CAREC: A Scoping Study. Manila. 27 Examples of related activities include traveling the Silk Road, going on a caravanning adventure, staying in a yurt, experiencing local horse culture, and tasting unique local foods. 28 These intermediaries include the European Federation of Associations of Professional Congress Organizers, International Association of Professional Congress Organizers, International Congress and Convention Association, Joint Meetings Industry Council, and Society of Incentive and Travel Executives. Tourism in the CAREC Region 11

21. Nature and adventure. In 2016, the 23. In addition, the region has a unique ski adventure market was worth $445 million and winter tourism potential, which could globally and was growing by 17.6% annually.29 be combined with city trips around main air “Soft adventure,” the largest segment, is hubs (e.g., Almaty, Baku, Bishkek, Islamabad, expected to represent 62.4% of the total market Tashkent) and other unique areas such as by 2023.30 Despite the COVID-19 situation, northern Afghanistan, Altai, Georgia, Karakol, adventure tourists have a resilient motivation, Karakorum, Khyber Pakhtunkhwa, Pamir, and are less sensitive than other segments to sanitary Wakhan Corridor. Ski tourists mostly come from issues, and typically travel to remote areas. domestic markets, complemented by tourists Hence, adventure tourism demand is likely to from neighboring countries. CAREC countries recover faster than other segments. Adventure should focus on fostering a ski culture among travelers increasingly seek a personal connection domestic travelers, while seeking to attract with locals, interacting amicably around shared customers from neighboring countries and experiences. Among adventure tourists, solo markets with high national ski participation rates travelers are a relatively small group, but they (e.g., Czech Republic, Latvia, Poland, Slovakia). represent an important target for operators, as Investments in specialized state-of-the-art their spending tends to be higher, as well as the infrastructure with harmonized service standards related margins. and complementary services will be required for this purpose. 22. The variety and multiplicity of natural endowments across the CAREC region offer 24. Culture and heritage. The Silk Road is the the potential for year-round nature-based and most important tourism asset linking countries in ecotourism (adventure, sports, and ecology) the CAREC region. It is the world’s longest cultural in the region’s mountain ranges, coastal areas, route network connecting Asia and Europe with deserts, lakes, rivers, natural parks, and protected hundreds of historic buildings and monuments, areas. The development of nature- based tourism caravansaries, ports, and cities, linking religions, in the region should include community-based cultures, ideas, knowledge, trade, and businesses. tourism initiatives that allow visitors to interact In 2018, 170 million international tourists with locals and provide an authentic and unique identified culture as their main travel motivation travel experience (e.g., skills development (14.0% of total international arrivals), and programs for communities on the preservation 396 million (32.8%) considered cultural activities of tourism assets, tour guiding and walking tours, as part of their trip.31 foreign languages, homestays).

29 Adventure Travel Trade Association. 2018. Adventure Tourism Development Index. Monroe, Washington. 30 “Soft adventure” refers to low-risk activities requiring little experience or skills, such as bird-watching, fishing, hunting, and joining a research expedition or safari. On the other hand, “hard adventure” refers to high-risk activities requiring higher skill levels, such as caving, climbing, hiking, horseback riding, kayaking, sailing, scuba diving, snorkeling, skiing and snowboarding, surfing, and trekking. 31 UNWTO. 2018. Tourism and Culture Synergies. Madrid. 12 CAREC Tourism Strategy 2030

25. The cultural heritage of the CAREC may be difficult to form, and the standards countries reflects the legacy of the Silk Road of various accommodation structures are low and other relevant historical elements and (making it crucial to manage the expectations of figures (e.g., Alexander the Great, Indo- visitors). As in the adventure and nature market Islamic and Mughal architecture, Buddhist segment, community-based tourism initiatives heritage,32 ancient Christian heritage in Georgia, (such as improving local communities’ skills in and Karakol as a multireligious center in the tour guiding and preservation of assets) will be Kyrgyz Republic). All this rich heritage provides crucial for enhancing the experiences of tourists, unique opportunities for potential historical and increasing their satisfaction, and ultimately cultural tourism circuits linking various CAREC encouraging their spending. countries. Moreover, the CAREC region is deeply embedded in Islamic culture. In 2019, 27. Sun and beach. Holiday, leisure, and the Islamic tourism market was estimated to recreation is by far the largest tourism market be worth $175 billion (excluding the Hajj and segment in the world, accounting for 818 million Umrah), of which Central Asia has a small share international outbound trips, or 56% of total of only 7%, mostly concentrated in Azerbaijan global international trips in 2019.34 This market and Uzbekistan.33 This market has been growing is highly competitive and price sensitive. at an average annual rate of 8.3% since 2016 and Destinations and facilities in this segment need to is expected to outpace the global tourism sector be able to constantly innovate their products to growth rate by 2030 (footnote 33). avoid losing their clientele and achieve strategic positioning and differentiation. The demand in 26. The cultural links among CAREC countries this segment is mature, requires quality, and has should be further promoted to reinforce the a relatively high elasticity both to price and time region’s cultural image and stimulate visits to reach destination. Increased competition, across various countries. Intangible cultural associated with the boom in new intermediation aspects such as local lifestyles and traditions business models, has generally reduced profit should be put into value, with the aim of creating margins in the value chain of sun and beach authentic experiences of tourist– resident tourism.35 interactions (e.g., cooking courses, yurt and nomadic living). Local tour operators and travel 28. In the CAREC region, the Black Sea coast agencies are key for the development of this of Georgia, the Caspian Sea, Issyk-Kul lake, and tourism segment, especially in CAREC countries, the south Pakistan coast are the most relevant where many tourism attractions are difficult to tourism assets for this segment. Sun and beach reach, connections with the local population customers are more risk averse than other types

32 Buddhism is prevalent in Afghanistan, Kazakhstan, the Kyrgyz Republic, Mongolia, Pakistan, Tajikistan, Turkmenistan, Uzbekistan, and Xinjiang Uyghur Autonomous Region. 33 Statistical, Economic and Social Research and Training Centre for Islamic Countries (SESRIC). 2018. Strategic Roadmap for Development of Islamic Tourism in OIC Member Countries. Ankara. Hajj and Umrah are Islamic pilgrimages. Hajj is one of the five pillars of Islam. It is obligatory for every Muslim once in their lifetime, provided they are physically fit and financially capable. Hajj is performed over specific days during a designated Islamic month. Umrah, however, can be performed at any time. Although they share common rites, Umrah can be performed in less than a few hours while Hajj is more time-consuming and involves more rituals. 34 UNWTO. 2020. World Tourism Barometer. 18(1). Madrid. 35 New intermediation businesses refer to travel and tourism digital global platforms (e.g., AirBnB, Booking, Expedia), airlines’ tour operation programs (e.g., Ryanair, Easyjet, Wizzair), and several online travel agents. Tourism in the CAREC Region 13

of customers. Hence, to mitigate the impact complementary offer for tourists coming to the of COVID-19 in this tourism segment, a label region for other purposes such as business and guaranteeing the hygiene of facilities could be adventure. developed and certified for the CAREC region, creating synergies and cross visitation among countries, and exploiting the image of uncrowded D. National Tourism Priorities and exotic destinations. New waterside and the Need for a Regional developments in Asia and Middle East are Tourism Strategy increasingly considered trendy and fashionable, but the boom in such destinations is related to 30. All CAREC countries have developed connectivity and service quality. Therefore, the national tourism strategies and plans to guide the availability of flights at reasonable prices, as well development of their tourism sectors. The vision as the presence of recognized accommodation and objectives outlined in countries’ national brands that promote high service standards, tourism strategies present common features should be considered as key prerequisites for such as increased focus on sustainability, success for destinations catering to this segment preservation of natural and cultural resources, and in the region. improvement of international competitiveness and innovation within the tourism sector. Their 29. Health and wellness. Health tourism main goals are to foster economic growth, represents 14.8% of the global wellness industry generate jobs, and improve the quality of life of and it grew at a CAGR of 6.5% from 2015 their citizens. to 2017.36 The number of wellness tourism trips totaled 830 million in 2017, generating 31. Most CAREC countries focus their respective $639 billion worldwide ($770 per trip). national strategies on the following priorities: Wellness customers look for differentiation (i) sustainable development of tourism assets and authenticity. Thus, destinations should through responsible planning and management, develop products focused on their own wellness and sound environmental and social protection; traditions and typical products to compete (ii) improved tourism institutional structures successfully. The CAREC region has the and governance; (iii) reduction of seasonality potential to promote itself as a destination rich effects; (iv) improvement of air and land in fresh air and open spaces, especially in those connectivity, and accessibility; (v) effective source countries where overpopulation and tourism branding and promotion in international air pollution are major issues. Strict hygienic markets; (vi) improvement of tourism and urban standards should be applied in accommodation infrastructure, and tourism services and quality and transport facilities to promote the CAREC standards; (vii) digitalization of the sector; and region as a destination with a safe and healthy (viii) attraction of private sector investments environment. This will be particularly important and development of public–private partnerships in the post-COVID-19 period. Exclusive services (PPPs). A summary of countries’ national should be created, personnel should be trained, strategies is included in Appendix 1. and facilities should be structured to develop a

36 Global Wellness Summit. 2019. Global Wellness Trends Report. Miami. 14 CAREC Tourism Strategy 2030

32. While individual CAREC countries possess better understanding of visitors’ needs and greater outstanding resources for the development of customization of services, leading to increased their tourism sectors, each country’s potential tourism flows in the region. can be significantly increased through enhanced cooperation. Cooperation on visa and cross- 33. Overall, regional tourism cooperation border arrangements can facilitate travel between provides greater opportunities for economies CAREC countries and enhance movement of scale, reduced costs, and optimization of of people and goods across borders, bringing resources, and it can facilitate the development increased mutual benefits for each of the of competitive and resilient year-round countries. Harmonization of tourism education destinations. Adopting such a regional approach and training systems and operating standards of to tourism revenue generation is particularly tourism services can help produce the requisite important given the adverse impacts of the number of qualified personnel and help address COVID-19 pandemic on countries’ tourism supply–demand gaps in the regional market. Joint sectors and the substantial resources and market research, common statistical systems, investments that will be required as part of the and collaborative marketing activities can lead to recovery process. CHAPTER IV

CAREC Tourism Strategy 2030

A. Vision quality of tourism services provision and increasing CAREC countries’ 34. The proposed vision for the CAREC region is capacity and awareness on the use and to create “a sustainable, safe, easily accessible, and integration of sustainable practices in well-known tourism region that provides a variety tourism programs and projects are key of unique year-round quality experiences to visitors for this purpose. along the Silk Road, and widely shares its benefits among its communities.” (ii) Adapting to global trends and building resilience. The CAREC Tourism Strategy 2030 will be aligned B. Guiding Principles with national tourism priorities and will help promote the uniqueness of 35. The following guiding principles will each country’s tourism products while underpin the development of comprehensive focusing on building regional synergies and effective regional tourism programs, and the and creating greater opportunities promotion of tourism cooperation in the region: for economies of scale and optimization of resources to effectively respond (i) Prioritizing quality over quantity. and adapt to emerging global trends. Traditionally, countries’ tourism Strengthening collaboration between strategies and actions have been countries to create safe travel corridors oriented toward increasing the number that enable a smooth and safe flow of visitors to accelerate economic of tourists across the region and with growth. However, a vast influx of distant markets, developing common tourists can severely burden countries, health and safety tourism protocols particularly those lacking the necessary and standards, building capacity of infrastructure and capacities to tourism stakeholders, increasing the effectively manage it. This can have a private sector’s participation and detrimental social and environmental leadership roles in tourism development impact and can result in a negative initiatives, and implementing joint experience for visitors. Thus, careful tourism promotion initiatives are key consideration will be given to ensuring elements to build resilience of countries’ the right balance between the tourism sectors. development of touristic assets in the CAREC region to attract visitors and the (iii) Reducing regional imbalances and preservation of the social, cultural, and empowering local communities. ecological values of the tourism areas to Many of the region’s tourism assets are be developed. Improving the perceived in rural areas of CAREC countries. The

15 16 CAREC Tourism Strategy 2030

CAREC Tourism Strategy 2030 will of new cultural and religious routes contribute to bridging regional inequality will also be considered. Initiatives and gaps by fostering sustainable tourism projects to develop the tourism clusters growth in both urban and rural areas will be prioritized based on countries’ and providing opportunities for local needs and priorities, with the aim of communities to flourish. Gender equality generating large regional benefits and through generation of jobs and income attracting markets that will yield the opportunities for private sector SMEs highest returns. Given the cross-cutting and entrepreneurs, including women nature of the tourism sector, careful and youth, will be promoted. consideration will be given to ensure close coordination across the wide range (iv) Promoting multi-seasonal tourism of stakeholders, including government through product diversification. agencies, the private sector, academia, Based on its resources, the CAREC region and civil society. can cater to diverse tourist segments and experiences, including adventure tourism, ecotourism, cultural tourism, C. CAREC Tourism Development architectural heritage tourism, religious Concept and Regional Tourism tourism, recreational tourism, and Priority Clusters business and city break tourism. Under the CAREC Tourism Strategy 2030, 36. The proposed regional tourism concept regional clusters that combine different under CAREC is based on the Silk Road as the tourism products and experiences most important tourism asset for the entire across countries will be developed to region and the basis for a common regional help address seasonality and provide tourism umbrella brand. It aims at maximizing year-round opportunities for businesses the international recognition of the Silk Road in the region. brand to further develop the various tourism market segments (paras. 18–29) through the (v) Adopting a holistic and phased development of regional tourism priority clusters. approach for developing the CAREC The following main routes and bypasses within tourism network. The CAREC the Silk Road are proposed (Figure 5): Tourism Strategy 2030 will seek to expand the network of tourism routes (i) Silk Road north route. This route and strengthen the linkages between connects Urumqi, Almaty, Bishkek, routes in a gradual manner to ensure Shymkent, Tashkent, Samarkand, sustainable and adequate growth of Buchara, Merv, Ashgabat, Turkmenbashi, the regional tourism clusters. The Baku, Tbilisi, and Batumi. Two bypasses development of safe travel corridors are proposed for the north route: one and tourism clusters will build upon through Issyk-Kul lake to Osh, Fergana, existing routes such as the transnational Khujand, and Samarkand; and another historical Silk Road and other routes, from Shymkent, Turkestan, Kyzlorda, such as the Pamir Highway, Karakorum Aral, Kulsary, Atyrau, and then by sea or Highway, Chinggis Khaan trail, and air to Baku. Trans-Siberian railway. Development CAREC Tourism Strategy 2030 17

(ii) Silk Road south route. This route 39. The routes mentioned in paras. 36–37 connects Hotan, Kashgar, Islamabad, comprise the major national and transnational Lahore, Hyderabad, Karachi, and roads in the region, linking CAREC countries’ Gwadar. The south route also has two major cities and tourism assets within the priority bypasses: one from Kashgar, Sary-Tash, clusters (Appendix 2 lists the provinces and cities and Osh; and another from Islamabad, under each priority cluster group). Each priority Peshawar, Kabul, Herat, and Merv. cluster has at least one air hub in a major city with the potential to serve the overall cluster and 37. In addition, two other important routes connect the tourism assets within the cluster directly connected with the Silk Road have been through various multimodal transport options. taken into consideration: (i) a segment of the The seven priority clusters are as follows: Trans-Siberian railway, and (ii) the Chinggis Khaan Trail. The Trans-Siberian Railway (i) Caspian. This cluster covers four connects north Mongolia with the Inner Mongolia countries (Azerbaijan, Georgia, Autonomous Region, and the northeast part Kazakhstan, and Turkmenistan) linked by of the Inner Mongolia Autonomous Region air and sea. This cluster is oriented toward with Beijing, which, although not being part the adventure, city, business, culture, and of CAREC, is a major gateway to the region. sun and beach tourism segments. The Chinggis Khaan trail provides an adventure- and culture-driven experience from Delüün (ii) Heart of Central Asia. This cluster Boldog in Khentii aimag (provincial administrative covers six countries: Afghanistan, unit in Mongolia), the place where Chinggis Kazakhstan, the Kyrgyz Republic, Khaan was born, to Ulaanbaatar (Mongolia) and Tajikistan, Turkmenistan, and Uzbekistan. west Kazakhstan. It focuses on the tourism segments of culture, adventure, city, and business. 38. Seven priority tourism clusters have been identified in the CAREC region based on regional (iii) Almaty–Bishkek. This cluster refers relevance; visitation levels (in terms of domestic to the economic corridor between visitors and foreign visitors from neighboring Almaty and Bishkek and the area around countries and distant markets); and the future the Tian Shan mountains, including development potential to attract an increasing Issyk- Kul lake, Alaqol, Illi, and Aksu. number of tourists, increase spending per tourist, It covers three countries (Kazakhstan, and improve the contribution of the tourism the Kyrgyz Republic, and north Xinjiang sector to countries’ GDP.37 Uyghur Autonomous Region in the PRC) and it caters to the business, city, culture, adventure, and sun and beach tourism segments.

37 A cluster consists of an organized stock of touristic assets in a short-spatial distance that combine a series of touristic activities lasting at least 1 day. A mapping exercise of 1,447 tourism assets in the region was performed during March–June 2020. These assets were initially grouped into 49 small-scale clusters and scored in terms of visitation levels, regional relevance (priority was given to clusters covering more than one country and/or single-country clusters with important spillover effects on other CAREC countries either through an improved image of the region, potential of the core market segments addressed by the cluster, and/or potential to generate tourism flows to other CAREC countries), and the clusters’ future development potential. Based on the scoring, the 49 small-scale clusters were further grouped into seven larger regional tourism priority clusters. 18 CAREC Tourism Strategy 2030

(iv) Golden Coast. This cluster, located in (vi) Altai. This cluster spans the area from the southwest of Pakistan, is a coastal Urumqi to the Altai region, covering area spanning about 700 kilometers three countries: Mongolia, Kazakhstan, from Karachi to the Iranian border and the PRC. It is suitable for the along the coast of the Arabian Sea. adventure, ecotourism, business, and It has great potential for the sun and culture segments. beach, adventure, culture, and business tourism segments. (vii) Gobi and Grasslands. This cluster forms a triangle extending from Delüün (v) Karakorum–Wakhan. This cluster Boldog, Bayan-Ovoo to Ulaanbaatar covers the eastern part of Afghanistan, (Mongolia) to Hohhot (Inner Mongolia southeast Tajikistan, north Pakistan, and Autonomous Region). The main tourism northwest Xinjiang Uyghur Autonomous segments are business, city, culture, and Region. This cluster focuses on the adventure. adventure, business, city, and culture segments. CAREC Tourism Strategy 2030 19

A and legal the

20-0907 on y - Mongolia a ail ass lands r Beijing denominations, Gobi and Gr judgment information. or any colors, n o Bank, i a g i ans-Siberian Railw l egional Priority Cluster e r o T Chinggis Khaan T R g s R n boundaries, u o denominations, elopment o The laanbaatar m r M Dev U o e colors, n n Bank. o n t I Asian u A the f o elopment boundaries, part Dev such A f the o N I on Asian , H oad the oute oute f F C imply o M O N G L I A acceptance not unit C O orth R ypass or I do L B aphy map CAREC Silk R oad N oad South R oad B U P this E on- cartogr Silk R Silk R N Silk R on endorsement S R �� the ' E any by L shown or P , �� TION O E A oduced P pr �� territory Kilometers as information w any f � o map r other s u OOPER g u This any status y o n ack m o r i o g U g n n e o a i R t j u n i A ept and Clusters X akhan – ul oute W ONOMIC C -K erry nternational Rail T yk ub ss Almaty orum– I ational Capitals ak Cruise/ F Air H Major Land R N Major I Altai C I ar L K B U P elopment Conc E ek Z R Y slamabad N I Bishk G R TA Y S K I K I J ourism Dev AL ASIA REGIONAL EC TA T ur-Sultan N N ent abul Dushanbe K TA S ashk CENTR I T K A Z H S T N N N A H TA G S P A K I S T N I F K A E B N Z U TA S I Figure 5: CAREC Tourism Development Concept and Clusters Concept Development Tourism 5: CAREC Figure N E Ashgabat M K R U oad T The Golden Coast The Heart of the Silk R N A J I A B Baku R E Z an A ev A I er Tbilisi Y N E A Caspian I M G R R A O E G CAREC = Central Asia Regional Economic Cooperation. Economic Asia Regional = Central CAREC CHAPTER V

Strategic Pillars of the CAREC Tourism Strategy 2030

40. The strengths of CAREC countries as countries to facilitate intra-regional tourism tourism destinations arise from their wide range and multicountry trips. This is not the case in all of unspoiled natural assets; historic cities and CAREC countries. Inconsistent quality of tourism United Nations Educational, Scientific and infrastructure and services, skills shortages, and Cultural Organization (UNESCO) World Heritage a challenging business environment are also Sites; diverse ethnic groups and cultures; quality key factors hindering tourism development in of lodging in capital cities; and strong government the region. Furthermore, market knowledge support for tourism development. Of particular of CAREC countries is generally low (though importance is the countries’ low population growing in some instances) and necessitates density, which allows the promotion of the region promotional actions to create awareness of and as a safe tourism destination and acceleration interest in the tourist attractions of the countries of post-COVID-19 recovery for each country’s on a regional basis. tourism sector. In spite of the slowdown in tourism because of the COVID-19 pandemic, the growing 42. To achieve the long-term tourism vision interest of travelers in new experiences and off- (para. 34), it is necessary to develop a strategic the-beaten track destinations, and the use of framework that builds on the region’s main information technology to access tourism-related tourism strengths, addresses its main weaknesses, information and purchase tourism products and captures the main opportunities, and is resilient experiences, will continue playing a key role once to the main threats. The strengths, weaknesses, international travel resumes. CAREC countries opportunities, and threats analysis is summarized can take advantage of these trends while further in Table 2. exploiting the international recognition of the Silk Road by expanding the range of itineraries based 43. Based on the strengths, weaknesses, on this well-known historical route. opportunities, and threats analysis, the CAREC Tourism Strategy 2030 identifies five key 41. Several factors, however, represent a strategic pillars with regional scope and where the significant barrier to the development of the implementation of regional initiatives and projects tourism sector in the region. Access to and can help countries reap the socioeconomic between CAREC countries is a fundamental benefits of sustainable tourism development requirement for national and regional tourism to (Figure 6). These pillars are (i) connectivity and grow. Transport facilities need to be improved to infrastructure, (ii) quality and standards, (iii) skills internationally accepted standards, with services development, (iv) marketing and branding, and on a regular and reliable basis. Border control (v) market intelligence. Cross- cutting themes will arrangements and visa requirements should be mainstreamed in all interventions under the be tourist-friendly and more uniform across five strategic pillars, including safety and security,

20 Strategic Pillars of the CAREC Tourism Strategy 2030 21

Table 2: Strengths, Weaknesses, Opportunities, and Threats Analysis

Strengths Weaknesses • Outstanding unspoiled natural assets, and unique • High cost and poor air connectivity between CAREC tangible and intangible cultural heritage and diversity in capital cities and with distant markets all CAREC countries • Inadequate transport infrastructure, roadside facilities • Low population density, even in capital cities, making it on tourist routes, last-mile access, tourism services, a safe tourism destination and signage in tourist sites • Diversity and uniqueness of nomadic and settled • Cumbersome and time-consuming border crossing cultures across the entire region, as well as ethnic and visa procedures (including in airports) groups and religions • Lack of brand awareness and image resulting in little • Historic cities, legacy from ancient empires, and knowledge of CAREC countries and a weak perception UNESCO World Heritage Sites in all countries of them as tourism destinations • Quality of lodging and other tourism facilities in • Limited capacity on social responsibility practices and capital cities preservation of tourism assets • Unknown destination suitable for discovery • Limited multi-seasonal product development and • Internationally recognized common brand: Silk Road tourism experiences to appeal to the most attractive market segments • Local populations highly receptive to welcome tourists • Language barriers and shortages of skilled workers, • Political goodwill and support from governments for destination managers, and tourism guides tourism development Opportunities Threats • Growing international interest in and exposure of the • Growing international health risks and geopolitical Silk Road conflicts, with high potential impacts in the travel and • Continued expansion of international tourism, tourism industry particularly among the fast-growing Asian markets, • Climate change with global warming and and travelers’ quest for new experiences and off-the- environmental degradation beaten track destinations • Safety and security issues and political instability in • Major regional infrastructure projects under some CAREC countries development in the region • Economic downturns in primary tourist-generating • Continuing rise of information technology enabling markets prospective travelers to gather information and • Natural and human-created disasters interact digitally with potential service providers • Tourism as an industry capable of supporting post- pandemic economic recovery • Donor support for bankable tourism projects

CAREC = Central Asia Regional Economic Cooperation; UNESCO = United Nations Educational, Scientific and Cultural Organization. Source: Consultant team under Asian Development Bank. 2019. Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region. Manila. digital technology, gender, environmental arrangements need to be in place to ensure sustainability, private sector participation, and effective implementation, monitoring, and universal access to tourism services. In addition, evaluation of the CAREC Tourism Strategy 2030. appropriate institutional and governance 22 CAREC Tourism Strategy 2030

Figure 6: CAREC Tourism Strategic Pillars

Institutions and Governance

Connectivity Quality Marketing Skills Market and and and Development Intelligence Infrastructure Standards Branding

Cross-cutting themes: Health, Safety, and Security; Digitalization; Gender; Environmental Sustainability; Private Sector Participation; Universal Access

CAREC = Central Asia Regional Economic Cooperation. Source: Consultant team under Asian Development Bank. 2019. Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region. Manila.

A. Pillar 1: Connectivity partners, freight movement has been the and Infrastructure priority. In addition, complex border crossing arrangements (e.g., visa requirements and cost, 44. Key challenges. Air connectivity is key immigration and passport control systems, and for the development of the tourism sector in time for clearance) act as a significant deterrent CAREC countries given the landlocked nature to the development of the tourism sector in of the region. High transport costs, limited air the region. Furthermore, most tourism assets connectivity, cumbersome border crossings, are focused on the spring and summer months and poor road conditions represent major in regions with good potential for year- round obstacles to the development of intra-regional activities; these assets therefore require and international tourism in the CAREC region. investments in capacity and quality to reduce The development of the aviation sector in their seasonality and improve private sector CAREC countries is constrained by high ground profitability in tourism businesses. costs, limited competition and protectionist aviation policies, and ineffective regulatory 45. Proposed actions. The CAREC Tourism frameworks. Difficulties in land connectivity Strategy 2030 will focus on making CAREC arise from poor last-mile access conditions to countries more accessible by facilitating border tourism sites, and the need to upgrade road crossing procedures, easing visa requirements, and rail infrastructure in terms of quality and and improving air connectivity by reducing the provision of roadside services. Although ground costs and harmonizing aviation investments in upgraded rail connections regulatory frameworks. Regional initiatives and in CAREC countries are taking place with projects under this pillar will be implemented support from international development in close coordination with the work being Strategic Pillars of the CAREC Tourism Strategy 2030 23

conducted under other CAREC operational (vii) Rehabilitation of existing tourism assets clusters, such as transport and trade.38 Proposed and development of new tourism areas of intervention will include the following: infrastructure and facilities in areas with potential for year-round activities (i) Improvement of air connectivity within the priority tourism clusters. to and between CAREC countries, These initiatives could be implemented with development of affordable through private sector investments or non- European Union-banned39 air through PPP arrangements with means services into gateway airports and of de-risking the investments.41 capital cities in the region. (viii) Improvement of basic services such as (ii) Liberalization of visa regimes and water supply, sewage, and solid waste automation of entry requirements that management in urban and rural areas are common across CAREC countries. around the most visited tourism assets (iii) Simplification of border crossing of the priority tourism clusters. procedures for foreign tourists, (ix) Development of a common registry of improvement of technological means tourism assets to allow effective and of processing people and vehicle cost-efficient use by public entities, crossings, and upgrade of infrastructure government officials, travelers, guides, and immigration facilities. and tour operators. (iv) Improvement of ferry crossings for passengers and vehicles between Caspian cities along the coast for the B. Pillar 2: Quality and Standards Caspian Sea as well as accessibility from the seaports to the nearest 46. Key challenges. Tourism services in the tourist centers. CAREC region are mostly provided by SMEs, (v) Improvement of road and rail except for the presence of some large international connectivity to reduce travel time hotel chains. SMEs do not have either the between tourism clusters and key resources or the know-how to implement quality tourism assets in the region. standards. Development and implementation of (vi) Improvement of public transport and harmonized service quality and environmental last-mile access, signage, information standards aligned with international best points, roadside services, and quality practices, including those related to health and and availability of sanitary facilities and safety, are key to raising the competitiveness of toilets40 in key tourism attractions and the region as a global tourism destination, and rest areas along tourist routes. attracting tourists from high- spending markets.

38 These will include priority investment projects included in the CAREC Transport Strategy 2030, and projects and activities included in ADB. 2019. CAREC Integrated Trade Agenda 2030 and Rolling Strategic Action Plan, 2018–2020. Manila. 39 The European Union has the strictest aviation regulations in the world, and being allowed to fly there represents a strong trustworthiness instrument for third countries in relation to reliability, safety, and security. 40 These could include eco-friendly solutions for toilets in remote areas specially tailored for cold weather. 41 Such means could be, for example, concessions with the exclusive right to exploit mineral water springs for human consumption in exchange for the investments in infrastructure for tourists. 24 CAREC Tourism Strategy 2030

47. Proposed actions. One of the main tools. The “Silk Road Quality Label” features of the CAREC Tourism Strategy 2030 would also help support promotion and is the establishment of the common “Visit Silk marketing of those tourism businesses Road” brand, which requires member countries providing high-quality standards. to work in a coordinated and collaborative manner to protect and foster its brand value. This can be achieved, among other actions, through C. Pillar 3: Skills Development the establishment of effective and harmonized minimum service quality standards. Regional 48. Key challenges. All CAREC countries projects and initiatives within this pillar could suffer from important shortcomings with regard include the following: to tourism skills. Public sector officials need more specialized and up-to-date knowledge in the (i) Development of common minimum development of effective tourism policies and quality, hygiene, and environmental strategies as well as in destination management standards of tourism facilities, and digital marketing, standards, safety and attraction sites, hotels, restaurants, hygiene-related regulations, and environmental means of transport, airports, trains, and and socioeconomic sustainability policies. The bus stations. This could include the private sector also requires improved knowledge implementation of a star system for in the development, management, and marketing accommodation, which allows tourists of tourism products, services, and experiences. to have an intuitive understanding of the There is also a need to improve tourism expected quality level prior to booking, education and training systems to ensure the as well as the development of a “Silk necessary quantity and quality of graduates that Road Quality Label” for other tourism can meet both current and future skills demand services, to be adopted on a voluntary in the region. Online tourism skills development basis. is in its infancy in CAREC countries, but this (ii) Development and implementation of mode of learning is increasingly recognized as a a system for registration of tourism cost-efficient model to invest in reducing the businesses, and effective regionally skills gap in the tourism sector, where a regional harmonized inspection mechanisms collaborative approach has the potential to for tourism service providers to ensure generate important impacts. The COVID-19 standards compliance. outbreak is accelerating the trend of remote work (iii) Development and implementation of and distance learning, giving further impetus to a formal claim management system for develop online learning solutions for the region. tourists in relation to tourism service providers, rewarding the best performers 49. Proposed actions. The CAREC Tourism through effective promotion and Strategy 2030 will support CAREC member positive reviews, and penalizing the poor countries in addressing skills gaps by developing service providers. integrated tourism skills and training offerings (iv) Support to tourism businesses, through regional programs, and maximizing the particularly SMEs and women-owned use of digital technologies. Initiatives under this enterprises, to increase their capacity in pillar will be developed and implemented in close the implementation of quality standards coordination with the private sector to help close and access to efficient promotional the gaps between industry practices and tourism Strategic Pillars of the CAREC Tourism Strategy 2030 25

education and training provision. Regional within the region, and knowledge sharing projects and initiatives within this pillar could across CAREC countries. Tourism include the following: education and training institutions in the region,43 as well as the CAREC (i) Development of distance learning Institute, will be used for the provision tourism programs to allow remote of demand- driven capacity-building educational experiences for students and activities for tourism professionals on teachers, private sector representatives, best practices in the development and and public officials, with certification management of tourism destinations. issued by internationally accredited (v) Promotion of intra-regional student institutions and organizations, allowing mobility, including work and internship for international skills recognition and placements, and faculty exchanges. acceptance. (vi) Improvement of tourism professionals’ (ii) Development of common curricula skills through specialized training and qualifications for technical and programs that are internationally vocational education and training accredited by reputable institutions and higher education levels to create and organizations with recognition an effective equivalence system for in all CAREC countries. These could students who choose the technical include tour guides (World Federation and vocational education and training of Tourist Guide Associations), ski path and later choose to proceed with instructors (International Ski Instructors further studies. A related initiative Association), travel agents (International could be the acceptance of diplomas Air Transport Association), and and professional certificates of tourism specialized training programs for MICE professionals from across CAREC tourism, among others. countries. (iii) Improvement of the quality of tourism education and skills development D. Pillar 4: Marketing and Branding programs in CAREC countries in alignment with international standards 50. Key challenges. The Silk Road is the and best practices. This could be most important tourism asset shared by CAREC operationalized by setting up a joint countries. Given its international recognition, it tourism program in the region certified provides the ideal branding for the CAREC region’s by the UNWTO through the TedQual tourism. One of the most fundamental needs Certification.42 for CAREC countries is building a perception (iv) Development of a platform that supports that the countries are, both individually and in twinning programs between tourism combination, destinations that (i) offer a wide education and training institutions range of outstanding tourism experiences with

42 The TedQual Certification is a quality certification for tourism education and training programs offered by the UNWTO. The certification pays particular attention to ensuring that tourism education and training programs incorporate tourism industry and student employability needs. UNWTO. TedQual Certification System. https://www.unwto.org/unwto-tedqual-certification-system. 43 This could include, for example, the Silk Road International University of Tourism in Samarkand. 26 CAREC Tourism Strategy 2030

high- quality facilities and standards; (ii) are destinations to visit, restoring travelers’ easy to reach, travel around in, and travel confidence, and reactivating tourism between; and (iii) provide a safe and secure investments and demand in the region. environment. This necessitates investments in As domestic and regional tourism marketing and promotion targeted at the most is likely to return first in the post- promising tourism segments, and oriented toward COVID-19 recovery period, marketing building back confidence in tourism destinations and promotion activities will focus on during the post-COVID-19 recovery period. neighboring countries in the short term, However, CAREC countries face the challenge followed by international markets once of budgetary restrictions for tourism marketing, travel restrictions are lifted further. promotion, and branding activities, which are (iii) Development of partnerships with major key for effectively positioning the region globally. digital tourism platforms to run year- round campaigns for the entire region in 51. Proposed actions. Investing in joint selected target markets, in coordination tourism promotion activities and sharing related with offline promotional initiatives in costs will benefit all countries in the region. these markets. The CAREC Tourism Strategy 2030 will support (iv) Organization of and/or participation in regional tourism marketing and promotion tourism events with high promotional initiatives focused on a common brand, including effects regionally and internationally the following: (e.g., joint exhibitions and events to promote the tangible and intangible (i) Creation and promotion of a common cultural diversity and uniqueness of umbrella brand (“Visit Silk Road”) through the region, a Silk Road rally) that could the development and management of a contribute to the brand-building CAREC tourism web portal. The portal process.44 Special attention will be given will serve as a regional tool for sharing to initiatives that support business-to- and consolidating tourism-related business networking and information information, and generating business sharing for tour operators and other opportunities for the private sector tourism services business providers. in CAREC countries by allowing the (v) Promotion of affordable multicountry booking of package tours and experiences travel on the Silk Road through common through the portal itself or through links initiatives such as a “Silk Road Pass.” to the websites of private sector-owned The Silk Road Pass could include special tourism businesses. fares for air and/or land transport within (ii) Design of marketing strategies and the CAREC region, visas, and discount promotional activities on a regional coupons for other accredited tourism and/or cluster basis aimed at reinforcing attractions and service providers in the countries’ image as safe tourism CAREC countries.

44 Silk Road rally could be organized as a similar concept of the Dakar rally, but covering several CAREC countries. Strategic Pillars of the CAREC Tourism Strategy 2030 27

E. Pillar 5: Market Intelligence production of tourism statistics, such as the International Recommendations for 52. Key challenges. Tourism intelligence Tourism Statistics 2008 (footnote 14), and knowledge are essential in developing to allow the public and private sectors targeted and innovative tourism products and to make evidenced-based decisions. services. Improving the gathering and analysis (ii) Development of methodologies and of tourism data and statistics and knowledge of capacity strengthening of countries customers’ behavior is paramount in enhancing to conduct surveys on customers’ the international competitiveness of the CAREC satisfaction and spending patterns region. Most CAREC countries do not have per tourist segment. effective systems of data collection, statistics (iii) Development and implementation production, and collection of primary data to of TSAs to measure and monitor the evaluate the performance of their products impact of tourism policies and strategies in relation to current and future customers’ in the national economies. expectations. These shortcomings are a central (iv) Support for the establishment of problem that can be minimized with regional UNWTO observatories in CAREC cooperation. For example, the Tourism Satellite countries to monitor the environmental Accounts (TSA) is an international best practice and social impact of tourism at the and a key instrument to measure and monitor the destination level.46 impact of tourism policies and strategies in national (v) Utilization of regional data collection economies.45 and statistics production tools powered by effective digital solutions to allow 53. Proposed actions. To address the existing cost-sharing across countries and the challenges and shortcomings faced by most achievement of economies of scale. CAREC countries in terms of the availability (vi) Promotion of partnerships between and quality of data, market intelligence, and the public and private tourism stakeholders production of statistics, the CAREC Tourism in the region for conducting joint Strategy 2030 will focus on the following: research and analyses focused on customers’ behavior, preferences, (i) Support for the development desired experiences, and needs. and implementation of common methodologies for data gathering and

45 The TSA is the main tool for the economic measurement of tourism. It allows for the harmonization and reconciliation of tourism statistics from an economic (national accounts) perspective. This enables the generation of tourism economic data (such as Tourism Direct GDP) that is comparable with other economic statistics. United Nations, Department of Economic and Social Affairs, Statistics Division; UNWTO; Eurostat; and Organisation for Economic Co-operation and Development. 2010. Tourism Satellite Account: Recommended Methodological Framework 2008. New York, Madrid, Luxembourg, and Paris. 46 The International Network of Sustainable Tourism Observatories was created in 2004 by the UNWTO to provide a framework for systematic, timely, and regular monitoring of resource use; the implementation of sustainable development plans and policies; and the impact of tourism at the destination level. In the CAREC region, there is only one observatory (Kanas observatory in Xinjiang Uyghur Autonomous Region), which focuses its efforts especially on monitoring tourism impacts in remote and border areas (the Kanas lake nature reserve in the Altai mountains borders Kazakhstan, Mongolia, and the Russian Federation). 28 CAREC Tourism Strategy 2030

F. Cross-Cutting Themes rights and equal access to resources, economic opportunities, education, 54. Several themes cut across all five strategic training, and decision-making processes pillars, requiring that each of the regional programs will be promoted. and initiatives is shaped with the necessary considerations of such themes. These include (iv) Private sector development. the following: Particular focus will be placed on increasing private sector participation (i) Health, safety, and security. and promoting private investments To support countries’ efforts to to implement regional programs and respond to the COVID-19 pandemic projects under the five strategic pillars. and build resilience of their tourism Support will be provided to strengthen sectors to future global crises, careful tourism investment policies, laws, consideration will be given to the and regulations to create an enabling development and implementation of business environment and provide safety assurances and effective controls equal treatment for domestic and and health protocols, including through international investors, while fostering capacity building and information- and the development and implementation data-sharing mechanisms to avoid of innovative solutions in the sector. the spread of infectious diseases. The development of a pilot safe travel (v) Environmental sustainability. Adoption corridor and/or travel bubble in the of appropriate safeguard measures and short term will be paramount for rapid sustainability practices to protect the replicability across clusters. region’s natural tourism assets will be considered when developing and (ii) Digitalization. Digital and implementing regional tourism programs communication technologies are and projects. at the center of the most lucrative activities of the tourism value chain. (vi) Universal access. People with The CAREC Tourism Strategy 2030 disabilities need to have access to will support the development and tourist attractions and recreation implementation of innovative solutions facilities as well as tourism-related for the provision of tourism services, economic opportunities.47 Special increased connectivity, improved needs of the increasing proportion of destination marketing and promotion, elderly travelers will also need to be and development of educational tools incorporated into destination planning and digital tourism content. and management, and marketing and promotion initiatives.48 (iii) Gender equality. Tourism policies, programs, and initiatives to ensure that both women and men have equal

47 The senior tourism market segment may not be that familiar with online tools, so it is important that online marketing initiatives are combined with traditional communication channels. 48 ADB. Forthcoming. Georgia—Inclusive Cities: Urban Area Guidelines. Manila. CHAPTER VI

Institutionalization and Implementation Arrangements

A. Phased Implementation 56. Phase 1: Readiness improvement Approach (2021–2023). The COVID-19 outbreak is shifting travelers’ priorities to closer and safer 55. To support the implementation of the destinations in the short term. Thus, focusing CAREC Tourism Strategy 2030, a regional on the development of domestic and intra- tourism investment framework, 2021–2025 regional tourism will be key during this phase, has been developed, covering regional while building up the foundations to attract high- projects and initiatives under each of the five spending tourists from international markets in strategic pillars (Appendix 3). In alignment the medium to long term. Initiatives during this with the overall directions of the CAREC phase will focus on skills development, including 2030 strategy (footnote 1), and in recognition through the use of technology; adoption and of the varying levels of development and implementation of common quality standards capacity of CAREC countries, flexibility will for tourism services, including health and safety be built into the investment framework by protocols; improvement of data collection, allowing two or more countries to implement statistics, and market intelligence; and regional projects and initiatives agreed on by development of the common “Visit Silk Road” all member countries. The regional tourism brand, including through the development of the investment framework will serve as a tool CAREC tourism web portal (para. 51). for prioritizing the projects and will allow for greater coordination among development 57. Phase 2: Rapid market share growth partners and mobilization of resources. The (2024–2028). During this phase, the main CAREC tourism focal points group will be aim will be increasing market share in lucrative responsible for monitoring the implementation international markets by improving connectivity, of the regional tourism investment framework infrastructure, and regulatory procedures in the on an annual basis and proposing adjustments priority tourism clusters. Initiatives during this as needed based on countries’ emerging needs phase could include, among others, improvement and priorities. A phased approach is suggested of the aviation sector and air connectivity at for the implementation of the proposed low fares;49 development of hubs with stopover strategy for developing tourism in the region features in the priority clusters; improvement (paras. 56– 58). of last-mile access and border crossing point

49 This could include the development of a regional airline owned by various countries, following the Scandinavian Airlines (better known as SAS) model.

29 30 CAREC Tourism Strategy 2030

procedures within the priority cluster groups; guidance on issues of regional relevance and harmonization of visa regimes and introduction accountable for the overall results of the CAREC of e-visas in all countries; improvement of ferry Program. The Senior Officials’ Meeting monitors crossings of the Caspian Sea for passengers and progress on all operational clusters and sectors, cargo; feasibility assessment and establishment recommends operational improvements, and of a tourism investment fund with regional scope ensures that the high- level decisions made at the to support the private sector, PPP development, CAREC Ministerial Conference are effectively and public investment; and strong product implemented. development with emphasis on digitalization of supply and product offerings, e.g., the Silk Road 60. At the sector level, the overall CAREC Pass (para. 51). tourism work will be led by a tourism focal points group. This group is composed of the tourism 58. Phase 3: Consolidation of competitive focal points appointed by each CAREC country positioning and improvement of value since 2018.50 The CAREC Secretariat will provide added (2029–onward). In phase 3, the main technical, administrative, and organizational target should be to strengthen the development support during the implementation of the CAREC programs of phases 1 and 2 within the priority Tourism Strategy 2030. cluster groups, and consider expanding toward the development of secondary destinations 61. The CAREC 2030 strategy (footnote 1) (beyond the priority clusters), provided that advocates adopting an incremental approach there is the necessary demand and ownership in new operational areas such as tourism to from member countries. Initiatives during this effectively build countries’ ownership and devise phase could include, among others, tourism the most appropriate institutional structure promotion targeting specific areas within based on progress made. The following four the priority clusters; further improvement of phases are proposed for the institutionalization infrastructure and accessibility; and development of the CAREC tourism sector: of new tourism products to further diversify the offer of the different clusters. (i) Phase 1. Technical expert groups with both public and private sector representatives will be formed to B. Institutional Structure further develop and coordinate the implementation of regional projects 59. The overall CAREC institutional framework and initiatives within the strategic will be taken as a starting point for setting up pillars.51 Such technical expert groups the appropriate institutional arrangements for will be focused and demand-driven to tourism in the CAREC region (Figure 7). At the effectively support countries’ emerging top, the CAREC Ministerial Conference functions priorities and most pressing needs. as the main high-level policy and decision- During phase 1, only one or two technical making body, responsible for providing strategic expert groups will be constituted either

50 The tourism focal points were appointed by all CAREC countries in 2018 to support the formulation of the scoping study on Promoting Regional Tourism Cooperation under CAREC 2030 (footnote 2). Since then, two meetings of the tourism focal points group have been held (in October 2018 and December 2019). 51 Technical expert groups will include both national and provincial tourism stakeholders given the decentralization of the tourism sector in some CAREC countries (e.g., Pakistan). Institutionalization and Implementation Arrangements 31

Figure 7: CAREC Institutional Framework

Operational Clusters • Economic and financial stability • Agricu lture and water • Trade, tourism, and economic corridors • Human development • Infrastructure and economic connectivity ICT cuts across all the above clusters

Ministerial Conference Development • Policy and strategic dialogue CAREC Partners • Decision body Institute

Technical and Knowledge financial support Senior Officials’ Meeting support • Complex projects/initiatives approval and coordination • Oversight and progress monitoring CAREC Private Secretariat Sector

Technical and Sector committees and sub-working groups Financing and organizational public–private support Expert groups dialogue

An Open and Inclusive Platform

CAREC Tourism Focal Points Group

Phase 1 Phase 2 Phase 3 Phase 4

One or two Additional Small thematic thematic centralized Regional and/or and/or office in tourism cluster-based cluster-based a CAREC agency expert groups expert groups country

CAREC = Central Asia Regional Economic Cooperation, ICT = information and communication technology. Source: CAREC Secretariat.

at the thematic level (based on the demand, additional expert groups in themes and/or subthemes within the other themes and/or subthemes and/ or strategic pillars) and/or at the tourism tourism clusters could be introduced. cluster level should there be interest and The additional expert groups would work demand from the countries that are part on the same manner as those referred to of such cluster. in phase 1. The tourism focal points group will continue overseeing the work of the (ii) Phase 2. When progress is considered focused expert groups and coordinating sufficient and based on countries’ the overall work in the tourism sector. 32 CAREC Tourism Strategy 2030

(iii) Phase 3. When progress is considered PPP arrangements. The Asian Development sufficient by member countries and Bank (ADB) will strive to maintain technical participating development partners in assistance financing for the tourism sector. one or more themes of the strategic To support investments with regional scope pillars and/or tourism clusters, a small and impact, the establishment of a regional office could be set up in a CAREC investment fund will be explored in subsequent country to function as a centralized phases (para. 57). Such an investment fund organizational unit to coordinate such could involve equity and lending components thematic and/or cluster work. at affordable rates to promote the role of SMEs and the private sector in the development of (iv) Phase 4. A more permanent the regional tourism industry. arrangement could be established in the form of an independent regional tourism agency. Depending on the D. Partnerships progress achieved and the willingness of countries to deepen their cooperation, 63. A coordinated approach among all CAREC common funding mechanisms could countries and development partners is required be designed, and member countries to implement the CAREC Tourism Strategy could share the institutionalization 2030. There are several national tourism costs. CAREC, as a neutral body, could initiatives and projects being implemented support the establishment of this by various development partners and independent regional tourism agency, institutions in individual CAREC countries.52 including supporting the appointment Building synergies among such initiatives process of its executive board. through regular exchange of information and developing a collaborative partnership framework to combine financial and technical C. Financing capabilities is important for maximizing the benefits of regional collaboration. In addition, 62. Financial resources are necessary to mechanisms for developing partnerships implement regional initiatives and projects, with private entities in key areas such as data as well as national ones that can contribute collection and statistics, education and skills positively to the overall development of tourism development, and marketing and promotion in the region. Financing is also needed to support will be promoted. The CAREC Institute can also the work of the tourism focal points group play an important role in providing knowledge and the expert groups. Efforts will be devoted and analytical support across the five strategic to mobilizing greater financing from a wide pillars, particularly in the area of tourism range of sources, including from development skills development. partners, state budgets, the private sector, and

52 These include (i) tourism initiatives under the Almaty–Bishkek Economic Corridor and the trilateral economic corridor initiative among Kazakhstan, Uzbekistan, and Tajikistan; (ii) ongoing and planned ADB tourism projects in Georgia, Tajikistan, Uzbekistan, and Mongolia (including the Strategic Framework Agreement for Sustainable Tourism Development, 2020–2021 between the Government of Mongolia and ADB); and (iii) tourism projects from other development partners such as the UNWTO and the UNESCO, among others. Institutionalization and Implementation Arrangements 33

E. Results Framework monitor the strategy implementation progress at the outcome (vision) and output (strategic 64. A results framework (Appendix 4) has been pillars) levels. Recognizing the global, changing developed to periodically monitor and evaluate nature of the sector and the fact that progress the implementation progress of the CAREC may be different within the strategic pillars Tourism Strategy 2030 and its accompanying and/ or tourism clusters, flexibility will be built regional tourism investment framework. into the results framework, and the necessary The CAREC tourism results framework is adaptations will be reflected in the regional aligned with the overall CAREC 2030 results tourism investment framework on an annual framework (footnote 1) and seeks to contribute, rolling basis. Progress reports will be prepared to the extent possible, to achieving performance and discussed among the CAREC tourism focal targets and indicators in countries’ national points on an annual basis and will be presented tourism strategies. The results framework to the Senior Officials’ Meeting. Progress reports includes indicators that are specific, measurable, will be made available online on the CAREC achievable, relevant, and time-bound to website and the regional tourism web portal.

continued on next page on next continued Goals Increased number of foreign tourist overnights in overnights tourist foreign number of Increased 3.65 million a minimum of to Baku 3 days 2 to from stay length of average Increased 0.9 million, to arrivals tourist foreign Increased 1.5 million to daily visitors and foreign 265,000 additional accommodate Gradually budget tourists about to rate utilization capacity Increased facilities in wellness rate) 65% (occupancy attractions touristic to 180,000 tourists Attract least at GDP of in Kazakhstan’s tourism of Share 8% and 8 million9 million inbound visitors domestic tourists industry in the tourism 650,000 people employed Not specified Not 2020: by be achieved To • • • • • • specified Not 2025: by be achieved To • • • Strategic Priorities Strategic Sustainable development, increased tourism revenues, and revenues, tourism increased development, Sustainable employment growth needs based on market products tourism of Improvement standards based on international development Infrastructure strategy tourism and growth-oriented Sustainable and competitiveness diversity High development sector and private regional Well-balanced tourist as a modern and safe the country Building the image of awareness increasing destination and spending average stays, and overnight arrivals international Increasing tourism from and revenues by tourists, and their loyalty tourists of the satisfaction Increasing tour organizations, with tourism cooperation international Improving airlines and international MICE organizers, operators, assets tourism of Development and assets destinations tourist of accessibility Transport and services products tourism of Quality and accessibility climate tourism Favorable potential tourism the country’s promoting for system Effective markets in domestic and international • • • • • • • • • • • • • • •

Main Document Draft Tourism Tourism Draft of Policy Afghanistan (2020) Strategy Tourism 2023 and key 2019 projects Road Strategic the Map for of Development Industry Tourism of in the Republic (2016) Azerbaijan Tourism Georgian Development 2025 Strategy The State the for Program Development the Tourism of the of Industry of Republic Kazakhstan, 2019–2025 Appendix 1: Strategies Summary of Countries’ CAREC Tourism Country Afghanistan Azerbaijan Georgia Kazakhstan

34 Appendix 1 35 continued on next page on next continued Goals 2.5 times increase in the volume of tourist of in the volume 2.5 times increase T270 billion to services to assets in fixed in investment 3 times increase T600 billion the World of 80th position in the ranking and Tourism Travel Forum Economic Index Competitiveness GDP 7% to should contribute sector The tourism by 2023 in a phased tourists the number of Increasing 2020, by manner: 1.0 million inbound arrivals 2030 2025, and 2.0 million by 1.5 million by in and programs new projects five Implementing and international with the UNWTO partnership 2020 institutions by development in the World ranking Mongolia’s Improving and Tourism Travel Forum’s Economic the 85th position by to Index Competitiveness 2025 should and tourism travel of contribution Direct GDP total be 3.0% of should be and tourism travel of contribution Total GDP 7.4% of to and tourism travel by supported directly Jobs supported 2.7%, while those indirectly by increase 2.3% by increase to PRs192.5 billion to increase to exports Visitor • • • • • • • 2028: by be achieved To • • • • Strategic Priorities Strategic Effective management system of the tourism sector the tourism of system management Effective in of tourism as a center Republic the Kyrgyz of and promotion Marketing Asia Central digitization Tourism the country of in the regions development Tourism sector in the tourism doing business for conditions favorable of Creation investments attract and to infrastructure tourism improving by competitiveness regional Increasing internationally brand Mongolia as a tourism Positioning on and awareness knowledge the public’s improve Conducting activities to and tourism travel law Amending the tourism incentives with tax providers service tourism Providing air routes, frequent such as new and more accessibility better Providing tourism cross-border and supporting borders, at e-visa offering growth economic tourism Increasing experience visitor a world-class Delivering brand destination tourism as a globally recognized Pakistan Positioning practices tourism responsible Promoting and market resources of the optimization plans for strategic Preparing opportunities and quality innovation Promoting with nature in harmony works that system a tourism Supporting • • • • • • • • • • • • • • • National: • • • Main Document Tourism Tourism Development the of Program Government the Kyrgyz of Republic, 2019–2023 Sustainable Development 2030 Concept Strategy National on Tourism Development, 2015–2025 National Pakistan Strategy Tourism 2020– Vision, 2030 National: Thirteenth Tourism Five- Year Development Plan, 2016–2020 continued Country Kyrgyz Republic Mongolia Pakistan People’s Republic China of A1 Table A1 Table 36 Appendix 1 continued on next page on next continued Goals Receive more than 130 million domestic and more Receive of annual growth with an average tourists, foreign than 12% more exceed industry to the tourism of revenue Total of annual growth CNY530 billion, with average 20% or higher GDP to the provincial to contribution Tourism’s 15% reach 300 million reach to tourists number of Total reach to consumption tourism Total CNY600 billion to in tourism people employed The number of 2.5 million, including 1 million in rural reach driving 300,000 poor alleviation, poverty tourism poverty people out of visiting the country 2.5 million tourists GDP and 15% to 8% to contributes Tourism exports industry and in the tourism capital of 10% share budget revenue in state tourism of 3% share in $1,223.6 million provided at valued Services industry the tourism Inner Mongolia Autonomous Region, to be achieved be achieved to Region, Mongolia Autonomous Inner 2020: by • • • be achieved to Region, Autonomous Xinjiang Uyghur 2020:by • • • 2030: by be achieved To • • • • Strategic Priorities Strategic Promoting inclusive growth by enhancing the quality of life and the life enhancing the quality of by growth inclusive Promoting people of satisfaction agency systems guide, and travel tour management, destination Reforming and local with provincial and cooperation coordination Strengthening governments development sustainable for resources natural Preserving resources of diversity Promoting culture, agriculture, tourism, of development the integrated Promoting on quality and efficiency and industry, focusing sports, activity and to year-round encourage planning to strategic Coordinating and routes products tourism of the development promote jointly in terms the market to role a decisive assigning by innovation Stimulating resources of of allocation and enhancing the services government of the effectiveness Improving financial services of provision the Silk Road of advantage taking by tourism foreign up toward Opening Belt Economic and visa facilitation systems transport Improving human resources and developing investments capital Attracting products tourism and developing Innovating poverty enriches people and aims at industry that Building up a tourism and entrepreneurship generation, employment alleviation, of and the modernization tourism smart of the development Promoting industry the tourism sector in the tourism reforms structural Promoting institutional framework tourism Strengthening infrastructure modern tourist Developing the quality improving by products tourism of Ensuring competitiveness of service of as sub-brands as well brand the national and promoting Developing areas tourist products tourism of Marketing • • • Region: Mongolia Autonomous Inner • • • • • • Region: Autonomous Xinjiang Uyghur • • • • • • • • • • • • Main Document Regional: Thirteenth Tourism Five- Year Plan Development Mongolia Inner of Autonomous 2016– Region, 2020 Thirteenth Tourism Five- Year Development Plan—Xinjiang Uyghur Autonomous 2016– Region, 2020 Development of Strategy in the Tourism of Republic the for Tajikistan 2030 period until continued Country Tajikistan A1 Table A1 Table Appendix 1 37 . Manila. Goals 500 registered entities providing services in the services providing entities 500 registered recreation field of total 10% of for industry accounts Tourism employment the World of 50th position in the ranking and Tourism Travel Forum Economic Index Competitiveness will travelers 114,000 international 2025, over In visit the country sector, in the hotel paperwork of Digitalization travelers registration of including electronic on Turkmenistan of hotels of Registration such as Booking. platforms marketing international Trivago.ru TripAdvisor., makemytrip.com, com, the tourism of personnel of and retraining Training and best standards per international sector Institute with the CAREC in cooperation practices of improvement for investments of The attraction monuments historical around infrastructure visiting Uzbekistan tourists 11,810,000 foreign services tourist of $2,170 million exports trips 25,010,000 domestic tourism facilities and similar accommodation 3,050 hotels facilities in accommodation 64,000 rooms facilities 128,000 beds in accommodation operators 1,450 tour • • • • • • • • 2025: by be achieved To • • • • • • • Strategic Priorities Strategic Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region Cooperation Economic Asia Regional in the Central Development Tourism Sustainable for Assistance Technical Development, protection, and rational use of natural recreational recreational natural use of and rational protection, Development, heritage and cultural as historical as well resources, in the employment productive for human resources Strengthening tourism industry tourists of and ensuring the safety standards Complying with international and innovation and providing clusters tourism and developing Creating industry the tourist of the development for investments system a modern tourism of and development Establishment and abroad in the country promotion tourism Extensive investments foreign of Attraction environmental of the strategies to according tourism of Development seasonality of and reduction protection in tourism framework the regulatory Improving infrastructure tourism Developing with neighboring countries routes and regional Enhancing domestic routes seasonal factors of the influence reduce to Adopting measures domestic tourism Developing markets tourism in domestic and foreign promotion Enhancing tourism highly qualified specialists, and advanced training of the system Improving workers service tourism of training • • • • • • • • • • • • • • • Main Document National National of Programme and Support Development in Tourism of for Turkmenistan 2011–2020 the of Decree of President the Republic Uzbekistan of on Additional to Measures Encourage Tourism in Development of the Republic (2019) Uzbekistan Consultant team under Asian Development Bank. 2019. Bank. 2019. under Asian Development team Consultant Based on publicly available information and information provided by CAREC tourism focal points. points. focal tourism CAREC by provided and information information Based on publicly available continued Country Turkmenistan Uzbekistan World Nations = United and exhibitions; UNWTO conferences, incentives, MICE = meetings, domestic product; GDP = gross Cooperation; Economic Asia Regional = Central CAREC Organization. Tourism Sources: A1 Table A1 Table continued on next page on next continued Main Cities

Astara, Baku, Ganja, Gobustan, Guba, Khachmaz, Ganja, Gobustan, Baku, Astara, Sumgayit Mingachevir, Shabran, Lankaran, Tbilisi, Telavi Gurjaani, Sagarejo, Zhanaozen Kulsary, Atyrau, Aktau, Turkmenbashi Serdar, Balkanabat, Herat, Charikar, Fayzabad, Chaghcharan, Bamyan, Maidan Shar, Mahmud-I-Raqi, Kunduz, Kabul, Parun, Mazar i Sharif, Mihtarlam, Maymana, Samangan, Sar-E Pol, Khumri, Qala I Naw, Puli Taloqan Sheberghan, Mangystau, Kyzylorda, Atyrau, Almaty, Aktobe, Turkistan Taraz, Shymkent, Osh Jalal-Abad, Batken, Khorugh, Khujand, Kurganteppa Dushanbe, Mary, Turkmenabad Ashgabat, Karshi, Gulistan, Djizzak, Ferghana, Andijan, Bukhara, Samarkand, Tashkent, Nukus, Navoi, Namangan, Urgench Termez, Ormara Karachi, Jiwani, Gwadar, Provinces Absheron, Aran, Daglig-Shirvan, Daglig-Shirvan, Aran, Absheron, Lankaran Guba- Khachmaz, Tbilisi Kakheti, Mangystau Atyrau, Balkan Badakhshan, Badghis, Baghlan, Balkh, Jawzjan, Ghor, Herat, Faryab, Bamyan, Laghman, Nuristan, Kunduz, Kapisa, Kabul, Samangan, Sar-e Pul, Parwan, Panjshir, Wardak Takhar, Kyzylorda, Jambyl, Atyrau, Almaty, Aktobe, Turkistan Mangystau, Osh Jalal-Abadm, Batken, Badakhshan, Khatlon, Kuhistani Dushanbe, Sughd Mary Akhal, Lebap, Djizzak, Ferghana, Andijan, Bukhara, Khorezm, Kashkadarya, Karakalpakstan, Samarkand, Navoi, Namangan, Tashkent Syrdarya, Surkhandarya, Sindh Balochistan, Country

Azerbaijan Georgia Kazakhstan Turkmenistan Afghanistan Kazakhstan Republic Kyrgyz Tajikistan Turkmenistan Uzbekistan Pakistan

Appendix 2: Cities and Provinces of List Indicative Cluster under Each Priority Tourism Cluster Cluster Caspian The Heart Asia Central of The Golden Coast

38 Appendix 2 39 . Manila. , Dalanzadgad, , Dalanzadgad, Choir , Main Cities Chinggis Jalalabad, Kabul Jalalabad, Peshawar Muzaffarabad, Gilgit, Islamabad, Tashkurgan Kashgar, Shaymak Rangkul, Murghab, Kaskelen, Charyn, Chunja, Esik, Karabulak, Almaty, Masanchi, Samsi, Satti, Korday, Kolsai, Kegen, Kastek, Uzynagach Turgen, Shelek, Talgar, Naryn Karakol, Cholpon-Ata, Bishkek, Aksu, Illi Zaysan Kamenogorsk, Üst Ayagoz, Ulgii Ulaangom, Hovd, Altai, Urumqi Karamy, Altay, Bayankhongor, Sainshand, Sükhbaatar, Mandalgovi, Darkhan, Zuunmod Ulaanbataar, Ulanqab, Turpan, Hohhot, Hami, Bayannur, Baotou, Xilingol Provinces Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region Cooperation Economic Asia Regional in the Central Development Tourism Sustainable for Assistance Technical Badakhshan, Kabul, Laghman, Kunar, Laghman, Kunar, Badakhshan, Kabul, Nuristan Nangarhar, Gilgit Baltistan, and Kashmir, Azad Jammu Punjab Pakhtunkhwa, Khyber Region Autonomous Xinjiang Uyghur Badakhshan Kuhistani Zhambyl Almaty, Naryn Chuy, Issyk-Kul, Region Autonomous Xinjiang Uyghur East Kazakhstan Uvs Hovd, Govi-Altai, Ulgii, Bayan Region Autonomous Xinjiang Uyghur Dornogovi, Darhan, Bayankhongor, Omnogovi, Khentii, Govisümber, Dundgovi, Ulaanbaatar Selenge, Töv, Region Mongolia Autonomous Inner Country Afghanistan Pakistan China of Republic People’s Tajikistan Kazakhstan Republic Kyrgyz China of Republic People’s Kazakhstan Mongolia China of Republic People’s Mongolia China of Republic People’s Consultant team under Asian Development Bank. 2019. Bank. 2019. under Asian Development team Consultant continued Cluster Cluster Karakorum– Wakhan Almaty–Issyk-Kul Altai Gobi and Grasslands Source: A2 Table A2 Table

The list of The list of Period Indicative Indicative 2021–2023 2021–2023 2021–2025 2021–2022 2022–2023 Implementation Implementation continued on next page on next continued Status Proposed Proposed Proposed Proposed be defined To (2021–2025) Cluster/Countries All countries All countries links to with possible Uzbekistan the Kyrgyz Kazakhstan, Afghanistan, and Turkmenistan Tajikistan, Republic, All countries countries least three At (i) analytical work conducted during the preparation of the strategy, the strategy, of during the preparation conducted (i) work analytical Description Table A3.1: Strategic Pillar 1—Connectivity and Infrastructure Strategic A3.1: Table Analysis on opportunities and challenges for introducing introducing and challenges for on opportunities Analysis including region, in the CAREC carriers low-cost needs environment regulatory in airport activities on best practices Capacity-building and policies, regulations and aviation management, including open skies agreements as a main serve to an air hub in Tashkent of Development Asia priority cluster Central of the Heart to gateway of and implications requirements, on feasibility, Study visa in the Silk Road and/or multicountry a common region CAREC in visa and/or analogue pilot Silk Road of Implementation groups. and/or priority cluster some countries a Appendix 3: Framework Investment Tourism Regional Project/Activity air of Improvement and air connectivity to reduction cost travel Central and between Economic Asia Regional (CAREC)Cooperation countries visa of Liberalization and automation regimes requirements entry of across common are that countries CAREC Tables A3.1–A3.5 contain a list of projects and initiatives under each of the strategic pillars of the Central Asia Regional Economic Economic Asia Regional the Central of pillars the strategic under each of and initiatives projects A3.1–A3.5 a list of contain Tables 2030. The list is based on Strategy (CAREC)Cooperation Tourism (ii) and 2020, during August–September conducted workshops during the consultation countries CAREC from received feedback under CAREC. clusters other operational and actions plans of included under the strategies initiatives and/or (iii) other projects and pillars strategic with the alignment including projects’ criteria, a set of based on process prioritization a to be subject will projects positive or having than one country more either involving by scope regional as projects’ themes as well cross-cutting of integration the CAREC by will be conducted process The prioritization country. least another CAREC and/or in at cluster impacts in the tourism for will also be responsible group points focal tourism The CAREC Secretariat. the CAREC from with support group points focal tourism will be made as needed on an annual basis; adjustments framework investment tourism the regional of the implementation monitoring needs and priorities. emerging based on countries’

40 Appendix 3 41 Period Indicative Indicative 2021–2022 2021–2022 2022–2025 2021–2023 2022–2023 2023–2025 2021–2024 2021–2022 2023–2025 2021–2025 continued on next page on next continued Implementation Implementation

b c b b b Status Proposed Proposed Proposed Proposed Proposed Proposed Proposed Proposed Proposed Proposed Cluster/Countries Pakistan, PRC PRC Pakistan, Georgia Azerbaijan, Uzbekistan Turkmenistan Kazakhstan, Azerbaijan, Turkmenistan Kazakhstan, Azerbaijan, Turkmenistan Tajikistan, Afghanistan, Uzbekistan Republic, Kyrgyz Republic, Kyrgyz Kazakhstan, Uzbekistan Turkmenistan Kazakhstan, Azerbaijan, links to with possible Uzbekistan and Tajikistan Kazakhstan Description Improvement of Sust border crossing point at the at point crossing border Sust of Improvement China (PRC) of Republic border Pakistan–People’s the at point crossing a new border of Development crossing friendship border Yolu Gza–Ipek Abreshumis point points crossing border in the key facilities of Improvement routes the Silk Road of the Caspian littoral map for road tourism of Development states the models for alternative study of Pre-feasibility partnership including public–private services, ferry arrangements. Tajikistan–Afghanistan–Turkmenistan Construction of railway Project: Improvement Network Road Region Bukhara M-37 Samarkand–Bukhara–Osh (Almaty-Bishkek– M-39 of Road Reconstruction Tashkent–Termez) Caspian seaports from conditions road of Improvement areas the main touristic to new of existing and/or development of Improvement bordering region in Jizzakh infrastructure tourism including the Aydar-Arnasay and Kazakhstan, Tajikistan area lakes continued Project/Activity and Improved automated border procedures crossing ferry of Improvement between crossings major Caspian cities for and vehicles passengers road of Improvement connectivity and rail time travel reduce to clusters tourism between in assets and key tourism the region of Improvement infrastructure, tourism services and support for and facilities activities year- round Table A3.1 A3.1 Table 42 Appendix 3 . Manila. Period Indicative Indicative 2021–2025 2021–2025 2023–2025 2023–2025 2023–2025 2021–2022 Implementation Implementation Status Proposed Proposed Proposed Proposed Proposed Proposed Proposed Cluster/Countries Uzbekistan with possible links to links to with possible Uzbekistan Republic and the Kyrgyz Kazakhstan links to with possible Turkmenistan and Uzbekistan Afghanistan Mongolia links to with possible Tajikistan Uzbekistan Turkmenistan All countries Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region Cooperation Economic Asia Regional in the Central Development Tourism Sustainable for Assistance Technical Description Improvement of existing and/or development of of existing and/or development of Improvement of zones in the mountain infrastructure new tourism district in Bostanlyk of Beldersay–Chimgan–Nanai region Tashkent existing and/or development of Improvement in the and infrastructure facilities new tourism of and Afghanistan borders that area mountain Koytendag Turkmenistan in key and toilets facilities sanitary of Improvement routes along tourist areas and rest attractions tourism along the Silk Road, centers tourist Construction of Panjakent (e.g., locations border in strategic particularly near Samarkand)area near Kowata areas recreational of Development near Ashgabat lake underground containing database digital a common of Establishment countries, in CAREC assets about all tourism information portal. web tourism in the CAREC be hosted which can continued Consultant team under Asian Development Bank. 2019. Bank. 2019. under Asian Development team Consultant Also based on virtual country consultations held on 27 August 2020; and on 9, 10, and 11 September 2020. 10, and 11 September and on 9, 2020; August held on 27 consultations country Also based on virtual Proposed project under the CAREC Transport Strategy 2030. Strategy Transport under the CAREC project Proposed These initiatives will be implemented in coordination with the aviation pillar under the CAREC Transport Strategy 2030. 2030. Strategy Transport pillar under the CAREC with the aviation in coordination will be implemented These initiatives Proposed project under the Rolling Strategic Action Plan, 2019–2021 under the CAREC Integrated Trade Agenda 2030. Trade Integrated under the CAREC Action Plan, 2019–2021 Strategic under the Rolling project Proposed Project/Activity a CAREC of Development inventory assets’ tourism a b c Sources: Table A3.1 A3.1 Table Appendix 3 43 . Manila. . Period Period Indicative Indicative 2022–2024 2021–2022 2022–2023 2020–2021 2022–2023 Indicative Indicative 2022–2025 2022–2024 2020–2021 2023–2024 2022–2024 continued on next page on next continued Implementation Implementation Implementation Implementation Status Status Proposed Proposed Proposed Proposed Proposed Proposed Proposed Proposed Proposed Proposed Cluster/ Cluster/ Cluster/ Cluster/ Countries Countries Azerbaijan, Azerbaijan, Turkmenistan, Uzbekistan All countries Azerbaijan, Uzbekistan Kazakhstan, Kyrgyz Republic All countries Azerbaijan, Georgia Azerbaijan, Pakistan Azerbaijan, Kazakhstan, Kyrgyz Republic in at Pilot project countries least two Pakistan Azerbaijan,

Description Description Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region Cooperation Economic Asia Regional in the Central Development Tourism Sustainable for Assistance Technical Table A3.3: Strategic Pillar 3—Skills Development A3.3: Strategic Table Table A3.2: Strategic Pillar 2—Quality and Standards A3.2: Strategic Table Development of common curricula and qualifications for technical and technical for curricula and qualifications common of Development allow to levels and higher education and training education vocational professionals tourism of certificates diplomas and professional of recognition (CAREC) Cooperation Economic countries Asia Regional Central across (both professionals tourism for building programs and capacity Trainings in the on best practices and students teachers, sector), public and private destinations tourism of and management development and training education tourism between twinning programs of Development institutions within the region on the implementation sectors the public and private Capacity building for and procedures measures health and safety of and monitoring meet the needs and effectively guides’ skills to tour local of Improvement while markets and distant neighboring countries from visitors of expectations assets tourism and cultural natural preserving Development of a “Silk Road Quality Label” for tourism services services tourism Quality Label” for a “Silk Road of Development demonstration) for (pilot project services in accommodation system a star of Implementation protocols health and safety common of and implementation Development Corridor Economic under the Almaty–Bishkek businesses; tourism of the registration for a system of Establishment Economic Asia Regional the Central to be connected could the registry portal web tourism Cooperation small and medium-sized particularly businesses, tourism Capacity building for quality of on the implementation enterprises, and women-owned enterprises tools promotional efficient to and access standards Consultant team under Asian Development Bank. 2019. 2019. Bank. Development Asian under team Consultant Also based on virtual country consultations held on 27 August 2020; and on 9, 10, and 11 September 2020. 10, and 11 September and on 9, 2020; August held on 27 consultations country Also based on virtual Project/Activity Project/Activity Harmonization of tourism tourism of Harmonization and skills education standards Capacity building and knowledge intra-regional exchange Development and Development of implementation minimum common quality standards a registry of Development businesses tourism of Capacity building and sharing on knowledge quality standards Sources: 44 Appendix 3 . Manila. . Manila. Period Period Indicative Indicative 2021–2023 Indicative Indicative 2020–2021 2021–2022 2021–2023 2022–2024 2022–2023 Implementation Implementation Implementation Implementation Status Status Proposed Ongoing Proposed Proposed Proposed Proposed Cluster/ Cluster/ Countries Cluster/ Cluster/ Countries All countries All countries All countries All countries Azerbaijan, Mongolia, Uzbekistan Azerbaijan, Azerbaijan, Republic, Kyrgyz Uzbekistan

a Description Description Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region Cooperation Economic Asia Regional in the Central Development Tourism Sustainable for Assistance Technical Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region Cooperation Economic Asia Regional in the Central Development Tourism Sustainable for Assistance Technical Table A3.4: Strategic Pillar 4—Marketing and Branding Pillar 4—Marketing A3.4: Strategic Table Development of an online tourism skills development program for CAREC CAREC for program skills development an online tourism of Development new and emerging address to courses including tailor-made countries, Tourism World Nations with the United skills; cooperation tourism and support technical for be established could Academy Organization purposes certification Development and operationalization of the Central Asia Regional Economic Economic Asia Regional the Central of and operationalization Development and consolidating sharing for tool (CAREC) regional a as portal Cooperation web tourism the private for opportunities business and generating information, tourism-related of countries in CAREC sector the “Visit of Silk Road” guidelines and strategy Development brand guidelines) communication stationery, positioning, guiding principles, logos, (e.g., to exhibitions and events joint (e.g., events in tourism and/or participation of Organization a Silk the region, of and uniqueness diversity cultural and intangible the tangible promote sharing and information networking business-to-business for and support Rally), Road run year-round to platforms tourism with major digital partnerships of Development in coordination markets, target in selected region the entire for campaigns promotional in such markets initiatives promotional with off-line to visitors option for affordable a more provide to Pass” a “Silk Road of Development trips within the region multicountry affordable undertake continued

Consultant team under Asian Development Bank. 2019. Bank. 2019. under Asian Development team Consultant Also based on virtual country consultations held on 27 August 2020; and on 9, 10, and 11 September 2020. 10, and 11 September and on 9, 2020; August held on 27 consultations country Also based on virtual Consultant team under Asian Development Bank. 2019. Bank. 2019. under Asian Development team Consultant Also based on virtual country consultations held on 27 August 2020; and on 9, 10, and 11 September 2020. 10, and 11 September and on 9, 2020; August held on 27 consultations country Also based on virtual Project/Activity This initiative will be implemented in coordination with the aviation pillar under the CAREC Transport Strategy 2030. Strategy Transport pillar under the CAREC with the aviation in coordination will be implemented This initiative Online training and skills training Online development Sources: Project/Activity Building a and promoting umbrella common “Visit Silk brand Road” of Promotion travel multicountry a Sources: Table A3.3 Table Appendix 3 45 . Manila. Period Indicative Indicative 2021–2023 2020–2022 2022–2024 2022–2023 2021–2022 Implementation Implementation

Status

Proposed Ongoing (Tajikistan) Proposed Uzbekistan) (Azerbaijan, Proposed Proposed Proposed Cluster/ Cluster/ Countries All countries Azerbaijan, Tajikistan, Uzbekistan Azerbaijan, Georgia, Mongolia Pilot project least two in at countries Azerbaijan, Uzbekistan Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region Cooperation Economic Asia Regional in the Central Development Tourism Sustainable for Assistance Technical Description Table A3.5: Strategic Pillar 5—Market Intelligence Pillar 5—Market A3.5: Strategic Table Development and implementation of common methodologies (e.g., (e.g., methodologies common of and implementation Development data 2008) for Statistics Tourism for Recommendations International statistics tourism of and production gathering to Accounts Satellite Tourism of and implementation Development in policies and strategies tourism the impact of and monitor measure economies the national Tourism World Nations United of the establishment for Support Economic Asia Regional in Central observatories Organization and the environmental and monitor measure to countries Cooperation level. the destination at tourism social impacts of and agencies on the development tourism Capacity building for and satisfaction on customers’ surveys regular of implementation segment per tourist spending patterns tourism public and private between partnerships of Development and research joint conducting for within the region stakeholders desired preferences, behavior, on customers’ focused analyses and needs experiences, Consultant team under Asian Development Bank. 2019. Bank. 2019. under Asian Development team Consultant Also based on virtual country consultations held on 27 August 2020; and on 9, 10, and 11 September 2020. 10, and 11 September and on 9, 2020; August held on 27 consultations country Also based on virtual Project/Activity use collection, Data and statistics, of measuring impacts of sector the tourism research Market Sources: Source Source continued on next page on next continued WTTC national UNWTO, statistics tourism and Tourism WEF Travel Reports Competitiveness WEF Cirium SRS Analyser countries CAREC WEF countries CAREC WEF countries CAREC countries, CAREC UNWTO WEF web tourism CAREC portal countries CAREC

a a b a a Output Indicators Output Outcome Indicators Outcome c Increased tourism’s direct contribution to GDP (baseline to contribution 2019: $26.7 billion) direct tourism’s Increased increased region in the CAREC arrivals visitor International (baseline 2019: 41.43 million) increased Index Competitiveness and Tourism Travel countries’ CAREC (base 100 index in 2019: 3.66) sub-index increased infrastructure WEF Global Competitiveness (base 100 index in 2019: 2.90) increased countries CAREC between in air connections capacity Seats (baseline 2019: 1.76 million seats) (baseline increased 2019: 7) systems with e-visa countries of Number infrastructure service tourist for Index Competitiveness and Tourism Travel (baseincreased 100 index in 2019: 3.66) protocols, and hygiene including safety standards, service Harmonized (baseline countries CAREC 2019: 0) least two in at adopted and human resources for Index Competitiveness and Tourism Travel (base increased 100 index in 2019: 4.59) labor market least two in at recognized certificates professional tourism of Number (baseline increased countries 2019: 0) CAREC increased coverage with regional programs TedQual-certified of Number (baseline 2019: 0) marketing of effectiveness for Index Competitiveness and Tourism Travel (baseline increased tourists 2019: 4.37) attract to and branding portal web tourism the CAREC to visitors number of Increased (baseline 2019: 0) involving initiatives and promotion marketing tourism joint of Number (baseline increased countries 2019: 0) least two CAREC at By 2030: By • • • • • • • • • • • • • •

Outputs Improved multimodal Improved and connectivity efficiency in border procedures crossing quality service Enhanced and minimum common adopted standards quality of Improved and education tourism skills development and increased programs in skilled workforce sector the tourism in the region image and Improved the region positioning of as a global tourism destination • • • • Appendix 4: Framework Results Vision and easily accessible, safe, A sustainable, a provides that region, tourism well- known quality experiences unique year-round of variety and widely shares along the Silk Road, visitors to its benefits among communities Pillars Strategic Connectivity and infrastructure Quality and standards Skills development and Marketing branding

46 Appendix 4 47 . Manila. . Source CAREC countries CAREC countries CAREC WEF WEF WEF countries CAREC countries CAREC Secretariat CAREC . New York, Madrid, Luxembourg, Madrid, Luxembourg, York, . New

a a a a Output Indicators Output e

d Tourism Satellite Account: Recommended Methodological Framework 2008 Framework Methodological Recommended Account: Satellite Tourism Technical Assistance for Sustainable Tourism Development in the Central Asia Regional Economic Cooperation Region Cooperation Economic Asia Regional in the Central Development Tourism Sustainable for Assistance Technical Increased number of CAREC countries with Tourism Satellite Accounts Accounts Satellite with Tourism countries CAREC number of Increased (baseline 2019: 0) joint conducting institutions for public and private between Partnerships (baseline increased 2019: 0) and analyses research tourism and communication information for Index Competitiveness and Tourism Travel (base increased 100 index in 2019: 4.31) readiness technology and security increased safety for Index Competitiveness and Tourism Travel (base 100 index in 2019: 5.38) increased health and hygiene for Index Competitiveness and Tourism Travel (base 100 index in 2019: 5.74) sustainability environmental for Index Competitiveness and Tourism Travel (baseincreased 100 index in 2019: 3.84) countries industry in CAREC in the tourism employed women of Number (baseline:increased TBD) or more two between groups expert technical and/or cluster-based Thematic (baseline established countries CAREC 2019: 0) • • • • • • • •

Outputs Strengthened and Strengthened data tourism harmonized in and analysis collection countries CAREC digitalization, Improved and sustainability, the of inclusiveness industry in tourism countries CAREC mechanism Institutional joint implementing for initiatives tourism regional established in CAREC • • • Consultant team under Asian Development Bank. 2019. 2019. Bank. Development Asian under team Consultant Also based on virtual country consultations held on 27 August 2020; and on 9, 10, and 11 September 2020. 10, and 11 September and on 9, 2020; August held on 27 consultations country Also based on virtual continued The TedQual Certification is a quality certification for tourism education and training programs offered by the UNWTO. The certification pays particular attention to ensuring that ensuring that to attention particular pays The certification the UNWTO. by offered programs and training education tourism for is a quality certification Certification The TedQual This figure refers to air connections between 10 CAREC countries, excluding the People’s Republic of China (PRC). Seats capacity in air connections between the PRC (national level) (national China (PRC). the PRC of between Republic in air connections capacity Seats the People’s excluding countries, 10 CAREC between air connections to refers This figure UNWTO; Division; Statistics and Social Affairs, Economic of Department Nations, as per United account satellite the tourism of the 10 tables compile countries the CAREC of None and other CAREC countries was 1.73 million seats in 2019. Disaggregated data for Xinjiang Uyghur Autonomous Region and Inner Mongolia Autonomous Region not available. Region Mongolia Autonomous and Inner Region Autonomous Xinjiang Uyghur for data Disaggregated 1.73 in 2019. million seats was countries and other CAREC in CAREC programs institutions with TedQual-certified three are There needs. employability industry and student tourism incorporate programs and training education tourism scope. has regional these programs none of However, countries. 2010. and Development. Co-operation Economic for and Organisation Eurostat; 1–7. tables compiles Kazakhstan and Paris. progresses. the strategy of as the implementation stage a later at countries with CAREC in coordination will be determined The base 100 index for the starting year (2019) results from the simple average of the score of each country. of the score of the simple average from (2019) results year the starting The base 100 index for Data not available. Production of gender-disaggregated statistics will be part of the proposed initiatives on the improvement of tourism data and statistics. A baseline for this indicator this indicator A baseline for and statistics. data tourism of on the improvement initiatives the proposed of will be part statistics gender-disaggregated of Production not available. Data

Strategic Pillars Pillars Strategic Market Market intelligence Cross-cutting themes and Institutions governance WEF = World Organization, Tourism World Nations = United UNWTO be determined, TBD = to domestic product, GDP = gross Cooperation, Economic Asia Regional = Central CAREC Council. and Tourism Travel = World WTTC Forum, Economic a b c d e Sources: A4 Table A4 Table CAREC Tourism Strategy 2030

The Central Asia Regional Economic Cooperation (CAREC) Tourism Strategy 2030 sets out the long-term vision, objectives, programs, and targets to promote sustainable, safe, and inclusive tourism development in the region and enhance its attraction as a competitive tourism destination globally. It builds upon countries’ efforts to develop their tourism sectors as well as existing initiatives being implemented by development partners. It adopts a holistic approach, covering five strategic pillars: connectivity and infrastructure, quality and standards, skills development, marketing and branding, and market intelligence. The strategy also mainstreams six cross-cutting themes: health, safety, and security; digitalization; gender equality; environmental sustainability; private sector participation; and universal access to tourism services.

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