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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


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?


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?


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?


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?


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?


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?


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?


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?


Other more appealing

destinations Safety

concerns

Not interested

Cost to travel

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DIFFERENT STROKES strategies to attract international travellers


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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


PORTRAY THE SILK ROAD AS…

FUN EXCLUSIVE QUIET

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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

silk road - amazon s3s3-eu-west-1.amazonaws.com/.../14/33/bbc-silk-road... · uzbekistan...

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