This branding and marketing strategy has been developed as part of the EU funded SWITCH-Asia project “Promoting energy efficiency and renewable energy production in the community-based tourism sector in Central Asia” being implemented in the three countries Kyrgyzstan, Uzbekistan, Tajikistan from June 2020 until December 2022.
Improved access to microfinance products and services can stimulate the accelerated development of Community Based Tourism (CBT), which in turn will affect incomes of local population, especially alleviate the negative impacts of the COVID-19 pandemic affected the tourism sector. This branding and marketing strategy has been developed throughout a two-year participatory process with important public and private tourism and CBT stakeholders Uzbekistan, Kyrgyzstan and Tajikistan, including workshops and a survey on branding and marketing of CBT in Central Asia as well as research of catalogues of European tour operators. The strategy combines elements of destination marketing with the marketing of individual tourism businesses. After introducing the most relevant tourism product lines in Uzbekistan, Kyrgyzstan and Tajikistan, the brand development for Community-Based Tourism in Central Asia is outlined. Further, important market segments, respective promising players, their importance in the European source markets as well as key players within CBT and related segments are pointed out. Moreover, the concept of communication and sales is explained followed by diving deeper in Business-to-Business (B2B) and Business-to-Customer Marketing (B2C). It concludes with a short introduction into transversal marketing activities of B2B and B2C.