Promoting agritourism and cultural engagement through digital marketing in Lolazor
Digital Villages initiative (DVI)
DescriptionOverview of the initiative and its approach.
As part of the pilot Digital Villages project in Tajikistan, and with the assistance of a local partner – the Tourism Development Centre – FAO is supporting the development of digital, rural and agri-tourism in Lolazor Digital Village by creating complete seasonal touristic itineraries, enhancing the capacity of the Lolazor community in rural and agri-tourism, and raising awareness and engagement with Lolazor's offerings through representation on travel websites, a social media presence and partnerships with travel agencies.
TechnologyTechnology used by the initiative.
The Tourism Development Centre is creating two comprehensive itineraries for the Hisor region, highlighting Lolazor village as a standout destination offering diverse attractions and experiences tailored to different times of the year. The local partner is creating digital maps to accompany each itinerary based primarily on satellite imagery, and accompanied by in-field inspections in engagement with the local community. Furthermore, efforts are being made to ensure Lolazor village gains visibility on such platforms as Google, Yandex, Wikipedia and relevant national and regional travel websites. Through the use of the created maps, digital itineraries and other materials, the community of Lolazor is being supported in enhancing the activities of both existing and newly established village “bloggers” on social media platforms such as Instagram and Facebook. The bloggers will highlight various aspects of the community, including daily life, agricultural activities, cultural heritage, stories from village residents and details of travel itineraries.
TargetUsers, groups, or communities targeted by the initiative.
The advancement of digital, rural and agri-tourism has the potential to bring widespread benefits to the Lolazor community. During its on-site visits, the Tourism Development Centre identifies activists and people willing to promote agritourism, and to ensure their more targeted involvement in capacity development initiatives through the provision of essential training in areas such as crafts, hospitality and digital marketing.
Business modelHow the initiative delivers and sustains its value.
FAO has financially supported the pilot Digital Villages project in Tajikistan as well as the activities of the Tourism Development Centre.
ImpactThe observed or intended effects of the initiative.
The development of agritourism in the village can have several positive impacts on the community and the local economy. Agritourism can serve as an additional source of income for farmers, and may lead to the creation of new jobs (guides, accommodation or experience providers, etc.). Farmers, on the other hand, can diversify their income streams by offering agritourism experiences, such as farm tours, workshops, etc.
PartnersOrganizations and stakeholders involved in the initiative.
Tourism Development Center
Four BettersThe FAO Four Betters supported by the initiative.
Better life
