Gansu Province in northwest 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. We were commissioned by UN Tourism and the Government of Gansu to lead a small team of consultants for devising an international tourism marketing strategy and action plan.
The project entailed extensive field visits, accompanied by a large number of stakeholder interactions and workshops, to canvas stakeholder views and opinions. An interactive stakeholder validation workshop, which was attended by about 80 public and private sector stakeholders, was also held to review and approve the plan.
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