Mongolian Cultural Tourism Development

The Minister needed advice on how Mongolia’s cultural tourism offer could meet internationally sustainable tourism guidelines and benefit remote and rural communities. We identified products to attract visitors from France, Germany, Japan, Russia and USA.

The Brief


Acorn was commissioned to establish the types of cultural tourism products that appeal to visitors from France, Germany, Japan, Russia and the USA and how the cultural tourism offer in Mongolia can be developed along international recognised sustainable tourism guidelines to bring greatest benefit to local communities in remote and rural areas.



Our Solution

Extensive primary and secondary research was undertaken to establish the current cultural product and how it is presented to the international market.  One-to-one consultations were undertaken with Mongolia’s inbound tour operators to assess the market.  Analysis of social media in North America, western Europe, Japan and Russia was conducted to understand the interests and views of independent travellers and their expectations of a cultural trip to Mongolia.  Investigations into tourism sustainability certification programmes were also carried out to inform future development of Mongolia’s cultural tourism sector.  


Acorn made some key recommendations that included:

  • The need for further development to be done in a sustainable way that contributes to spreading the benefits of tourism to remote rural areas while minimising its negative impacts.  This is particularly relevant to Mongolia’s nomadic communities.
  • The need to ensure that inbound tour operators have an in-depth knowledge of the cultural product available and that the tourism stakeholders in Mongolia have a clear understanding of the expectations and needs of their foreign visitors.  
  • The need for professional guides to enhance the visitor experience and provide an authentic link between visitor and community.
  • Developing partnerships between tourism stakeholders in both private and public sectors, community groups and NGOs was identified as a key recommendation.

Recommendations for specific leads for each, the private and public sector, were outlined to support cultural tourism development