Gansu Province in nortwest China is the corridor to China's Silk Road and home to some outstanding Buddhist heritage (including the world famous Mogao Grottos and their Buddhist paintings), stunning landforms and a mixture of Chinese Han, Tibetan, Hui Muslim, Mongolian and other cultural groups. The province has a large domestic tourism market but has struggeled to gain traction in long-haul international markets. Mike Fabricius was commissioned by UN Tourism and the Government of Gansu to lead small team of consultants for devising and international tourism marketing strategy and action plan.
The project entailed and extensive field visit programme, accompanied by a large number of stakeholder interactions and workshops, to canvas stakeholder views and opinions. An intercative stakeholder validation workshops was held to review and approve the plan.
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