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