T ripAdvisor T ravel T rends for the Silk Road 2017In absolute terms, the most researched Silk Road country by global travel- lers on TripAdvisor in 2016 was Italy, which was also the key source market for research of Silk Road countries in the same year. 2,689 Hotel winners 92 Beach winners 44 Island winners 130 Destination winners Azerbaijan 4.34Accommodation 4.26 Attractions 4.45 Eateries 4.30 Georgia 4.32Accommodation 4.23 Attractions 4.45 Eateries 4.23 TripAdvisor Travellers Choice 34,560 Accommodation recipients 21,388 Attraction recipients 69,506 Eatery recipients Certificate of Excellence 2016Highest-rated Silk Road countries, based on TripAdvisor bubble rating (out of 5) in 2016.Top 10 Researched Silk Road countriesTop 10 Nationalities researching the Silk Road Egypt 4.46Accommodation 4.42 Attractions 4.62 Eateries 4.31 Armenia 4.43Accommodation 4.35 Attractions 4.49 Eateries 4.41 Israel 4.36Accommodation 4.34 Attractions 4.58 Eateries 4.22 Turkey 4.36Accommodation 4.32 Attractions 4.49 Eateries 4.31 Greece 4.32Accommodation 4.29 Attractions 4.46 Eateries 4.34TripAdvisor Travellers Choice Destinations on the Rise 2016Baku, Azerbaijan Eilat, Israel Las Palmas de Gran Canaria, Spain Tbilisi, Georgia Malaga, SpainKiev, Ukraine Kaliningrad, Russia Bologna, Italy Bucharest, Romania Jeju, South Korea1Italy 2Spain 3United Kingdom 4Japan 5United States 6Russia 7Germany 8France 9China 10Turkey1Italy 2Spain 3Japan 4Greece 5Indonesia 6Turkey 7Russia 8China 9Croatia 10South KoreaThe Silk Road | Global research trendsPAGE 2 | TripAdvisor Travel Trends for the Silk Road 2017Source: T ripAdvisor site data 2016/7Source: T ripAdvisor site data 2016/7, for countries with more than 1,000 reviewsPAGE 3PAGE 4 | TripAdvisor Travel Trends for the Silk Road 2017The 2016 TripAdvisor TripBarometer report provides a comprehensive and global view of the complex modern travel ecosystem.This research, incorporating feedback from over 36,000 global respondents, reveals the various influences travellers have at different phases of travel planning, as well as their booking behaviour and how much they spend.Of those who dont start with their destination. 42% 30% 12%Average annual travel spend by travellers from the Silk Road countries listed below (in USD):.start by looking at or booking flights74%$3,401.start by looking at or booking accomodation.just travelled to their destination.of travellers begin by researching and choosing their destination.is the average amount (in USD) spent on trips by travellers in the previous 12 months0China Spain Italy Japan Israel Turkey Greece Russia Indonesia Egypt$3,510 $2,970 $2,720 $1,830 $5,280 $3,520 $3,060 $2,590 $1,690 $1,210According to the 2016 TripBarometer, most trips are destination-led.TripAdvisor TripBarometer 2016Understanding the Travel ConsumerPAGE 4 | TripAdvisor Travel Trends for the Silk Road 2017Source: T ripBarometer 2016 dataPAGE 5PAGE 6 | TripAdvisor Travel Trends for the Silk Road 2017PAGE 7The Silk Road | Consumer SurveySource: T ripAdvisor consumer survey of 15,711 participants, February 2017TripAdvisor ran a consumer survey in February 2017 to discover travellers opinions of the Silk Road. 15,711 people responded, and the key findings from the survey are explored over the following pages.Tourist visas 47% of travellers would be more likely to travel to this region, if they could obtain one single tourist visa to travel to Kazakhstan, Kyrgyzstan, Tajikistan and Uzbekistan.Travelling preferences 46% of respondents said they would visit the Silk Road as part of a tour, while 39% said they would travel with family. 29% said they would go with friends, while 21% said they would go as a solo traveller.Top 10Countries that travellers associate with the Silk Road46% of respondents said they would visit the Silk Road as part of a tour.PAGE 6 | TripAdvisor Travel Trends for the Silk Road 2017PAGE 71Italy3Greece5China7Egypt9Japan2Spain4Turkey6Indonesia8Croatia10Russi a11% of respondents said they were interested in hiking in the Pamir mountains some of the worlds highest mountain peaksThe Silk Road | Consumer Experiences44% of respondents said they were interested in trying local Silk Road gastronomy44% of respondents said they were interested in trying local SIlk Road gastronomy29%Source: T ripAdvisor consumer survey of 15,711 participants, February 2017PAGE 8 | TripAdvisor Travel Trends for the Silk Road 2017PAGE 9of respondents said they were interested in visiting some of the oldest wine regions in the world39% of respondents said they were interested in attending local festivals and events61% of respondents said they were interested in exploring the ancient Silk Road cities58% of respondents said they were interested in visiting UNESCO World Heritage Sites on the Silk Road39% of respondents said they were interested in visiting art galleries and museumsThe Silk