The Meeting will introduce new concepts for Silk Road branding and marketing, destination management and travel facilitation and will set forward key strategies for the UNWTO's ‘Silk Road Action Plan 2010-2011', Focus on Travel News reported.

For many years, UNWTO has been supporting the development of sustainable tourism along the historic Silk Road, a unique network of routes that was centuries the fundamental link between the East and the West, traversed by conquerors, traders and missionaries.

This year, UNWTO is pleased to announce it will co-host the 5th International Meeting on the Silk Road, where stakeholders will convene to discuss how the industry can work together to drive economic growth by strengthening the Silk Road tourism brand. The Meeting aims to inspire increased collaboration amongst Member States and establish a framework for easing travel facilitation to create a more seamless Silk Road travel experience.

‘There is significant potential for tourism growth along the Silk Road and UNWTO is giving a new impetus to this initiative as it develops its Silk Road Action Plan 2010-2011', said UNWTO Executive Director Mr. Zoltan Somogy. ‘At the 5th International Meeting we are anticipating strong attendance from across the regions to help ensure that our key priority actions for the coming year are reflective of the interests of all Silk Road stakeholders'.