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SILK ROAD A view from the world
RESPONDENT PROFILE
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Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
32% 68%
51 years US$2,160
per person
AGE GENDER HOLIDAY SPENDING
International news consumers from BBC’s global panels; Travellers from UNWTO’s tour operators’ database
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RESPONDENT GEO LOCATION
12%
9%
5%
5%
30% 2%
4% 2%
9%
8%
All have plans to travel aboard in the next 3 years
6%
2%
NE Asia
Oceania
SE Asia
S Asia
Middle East
Other Asia
Eastern Europe
Western Europe
Africa
South America
US
Canada
Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
HOLIDAY PLANS
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How likely are you to consider Asia as a holiday destination in the future? Which, if any, of the following types of activities do you do when on holiday?
Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
international travellers would visit WORLD HERITAGE SITES
of AMERICANS said they would visit these sites
69%
80%
68% surveyed said they’re interested in visiting
ASIA
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How likely are you to consider Asia as a holiday destination in the future? Which, if any, of the following types of activities do you do when on holiday?
Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
81% Visiting cities
74% Visiting museums and galleries
50% Going to the beach
45% Walking tours
42% Going shopping
HOLIDAY PLANS (cont’d)
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To what extent are the following attributes important to you when considering a holiday overseas?
Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
Safety Cost to travel
IMPORTANT FACTORS when considering a holiday abroad
88% said it’s IMPORTANT
87%
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To what extent are the following attributes important to you when considering a holiday overseas?
Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
IMPORTANT FACTORS (cont’d) when considering a holiday abroad
80%
69%
64%
45%
41%
range of activities wide variety of cuisine
visa exemption family friendliness
good transportation
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TRUSTED SOURCE when considering a holiday abroad
9 in 10 1 in 2 1 in 4
The Internet
Guide Books
TV Travel Show
Which sources do you usually use when generating holiday ideas including researching holiday and travel destinations?
Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
1 in 5
WOM/ Friends
THE SILK ROAD
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Have you heard of the Silk Road? How likely are you to consider the Silk Road as a holiday destination in the future?
Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
have heard of the Silk Road 88%
would consider visiting 46% Female travellers are more likely than male travellers to consider visiting the Silk Road
CHINA IS MOST LINKED TO THE SILK ROAD
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To your knowledge, which of the following countries are associated with the Silk Road? Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
China Kazakhstan Turkey Mongolia Iran Uzbekistan Turkmenistan Tajikistan Kyrgyzstan Azerbaijan Iraq Pakistan Syria Armenia Italy Russia Georgia Greece Egypt Saudi Arabia Bangladesh Ukraine Bulgaria Israel Japan Croatia Albania Korea S Spain Indonesia San Marino
ATTTRACTING INDEPENDENT AND PACKAGE TRAVELLERS
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How would you plan your trip to the Silk Road? Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
Individual
Packaged Tour
44%
56%
SILK ROAD IMPRESSIONS
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Which of the following words would you use to describe your current impression of the Silk Road?
Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
HISTORIC CULTURAL INTERESTING
Visit the Terracotta Warriors and Horse Museum in Xian
Visit ancient ruins and tomb sites
Tour historical mosques and temples
Follow in Marco Polo's footsteps and visit various towns along
the ancient Silk Road
Visit the last stop of the Great Wall- Jiayuguan
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ATTRACTIVE ACTIVITIES ON THE SILK ROAD
Below is a list of activities that tourists can take part in/places that tourists can visit along the Chinese section of the Silk Road. How appealing do
you find each of these activities/places? Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
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Taking into account what you now know about the Silk Road, if the cost wasn’t important how likely would you be to consider the Silk Road as a future holiday destination? Why? Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
“Ever since I read Marco Polo's wonders book I've been dreaming of the silk road. The point is a cost of such a trip.” - Female European traveller
WHAT ATTRACTS YOU TO SILK ROAD?
“If cost wasn't a factor, the Silk Road sounds very interesting, and
to combine it with the Great Wall and the Terracotta Warriors would be extremely
attractive.” - Female American traveller
“Because it offers a diversity of sights, sounds, tastes and culture to experience.” - Male Canadian traveller
WHY NOT CONSIDER THE SILK ROAD?
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Taking into account what you now about the Silk Road, how likely would the following factors inhibit your choice to travel to the Silk Road Region?
Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
Other more appealing
destinations Safety
concerns
Not interested
Cost to travel
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DIFFERENT STROKES strategies to attract international travellers
Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
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Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
Experience the hottest place
in China
European Travellers
Visit the largest ancient pagoda
in Xinjiang
Indian Travellers
Watch a Lanzhou ramen performance
American Travellers
Visit ancient ruins and tomb sites
Oceanian Travellers
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To North Americans
To Europeans
To Asians
Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
PORTRAY THE SILK ROAD AS…
FUN EXCLUSIVE QUIET
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Source: BBC Silk Road Survey June 2015 (sample size: 1,274)
To Young Travellers
To Golden Age Travellers
To Female Travellers
EXCLUSIVE SAFE LUXURIOUS
PORTRAY THE SILK ROAD AS…
IN SUMMARY
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Nearly 70% of all surveyed expressed interest to visit WORLD HERITAGE SITES in upcoming holidays
1 in 4 surveyed get holiday ideas from TV TRAVEL SHOWS; 1 in 5 rely on WORD OF MOUTH and recommendations from friends
Closely associated with China, the Silk Road is a well known destination with rich HISTORIC and CULTURAL characteristics
COST and SAFETY are key factors to consider a destination but also top reasons that deter travellers from visiting the Silk Road
Tailor your marketing message to attract DIFFERENT types of tourists to meet the needs of today’s diverse and discerning travellers