On March 12, the Gansu Provincial Department of Culture and Tourism, in collaboration with the United Nations Tourism Organization, co-hosted Awareness Raising Seminar on International Tourism Marketing Strategy for the Gansu Province.

The meeting highlighted that over the past two years, the number of international tourists visiting Gansu from major global tourism source markets has shown a rapid recovery and growth trend. However, challenges remain, including an "overreliance on a single inbound tourism source market," "highly seasonal travel demand limitations," and "significant transportation infrastructure constraints." To address these shortcomings, Gansu has focused on enhancing its international competitiveness and building distinctive international tourism brands through innovative marketing strategies, continuously boosting the influence and appeal of its inbound tourism sector. The province's collaboration with the United Nations World Tourism Organization (UNWTO) to co-host the Gansu Inbound Tourism Destination Marketing Strategy Awareness Enhancement Seminar aims to explore new approaches and measures for expanding international tourist markets under current circumstances. This initiative seeks to gather expert insights and provide strategic recommendations to support high-quality development in Gansu's tourism industry.

The meeting highlighted that in 2024, Gansu Province received 248,000 inbound tourists, surpassing the 2019 level – a hard-won achievement. However, challenges persist as the international recognition of Gansu's two core tourism IPs (the Silk Road and Dunhuang) remains relatively low. While opportunities abound in developing international tourism markets, the Gansu Provincial Department of Culture and Tourism will implement comprehensive measures to: 1) Build a unified brand identity; 2) Strengthen global promotion through overseas social media platforms; 3) Formulate scientific policies for international tourism market development; 4) Continuously enhance service quality; 5) Establish renowned international tourism brands; 6) Vigorously develop innovative tourism products; and 7) Systematically improve international competitiveness.

Mr. Marcel, Deputy Director of the Department of International Development and Cooperation at UN Tourism, stated that as one of the first international organizations to recognize the tourism potential of the Silk Road, UN Tourism has maintained close cooperation with China. He expressed great honor in representing UN Tourism to work in Gansu Province and participate in the International Tourism Marketing and Promotion Strategy Identification Seminar for the province. The seminar proved highly successful and productive, with active participation and valuable insights from attendees that will significantly advance the implementation of Gansu's international tourism marketing and promotion strategy.

According to the Expert Group of the United Nations World Tourism Organization, Gansu is recognized as a treasure trove of tourism resources, boasting a rich history, vibrant culture, and diverse natural landscapes. They proposed that Gansu build itself into a globally significant tourism destination by deepening product development and combination, strengthening destination pricing management, enhancing destination promotion and brand image management, and expanding tourism distribution channels. Experts from the China Tourism Academy highlighted that China's inbound tourism market has fully recovered, with continuously optimized policy environments. They emphasized the need to focus on behavioral shifts among inbound tourists and actively develop international tourist markets through targeted strategies addressing "target audiences," "promotional content," "promotional entities," and "implementation methods." Scholars from Lanzhou University’s Belt and Road Initiative Research Institute noted that as a key hub along the ancient Silk Road, Gansu must seize the strategic opportunities presented by the Belt and Road Initiative to achieve a balance between preservation and development while fostering harmonious and mutually beneficial outcomes.

This seminar is a key component of the Technical Assistance Cooperation Agreement under the World Bank-funded Gansu Cultural Heritage and Innovation Project, in which the United Nations Tourism Organization participates. Through outcome presentations, thematic dialogues, group discussions, and proposal sessions, the event facilitated in-depth academic exchanges and experience sharing between domestic and international experts, scholars, and participants. It holds significant importance for enhancing Gansu's tourism international market expansion and promoting high-quality development.