UNLOCKING BLUE GROWTH: POLICY SYNERGIES AND REGIONAL BRANDING IN CASPIAN MARITIME TOURISM

Bekmurzayeva Z. Uruzbayeva N. Ibragimov N.
2025 Editura Universitatii din Oradea

Geojournal of Tourism and Geosites
2025 #62 Issue 4 2278 - 2281 pp.

The Caspian Basin, a geopolitically complex maritime region, holds significant potential for sustainable tourism. This study critically assesses barriers and opportunities in maritime tourism development, using a mixed-method approach that integrates Porter’s Diamond Model, the Travel and Tourism Competitiveness Index (TTCI), and Multi-Criteria Decision Analysis (MCDA). Findings reveal that policy fragmentation, infrastructural gaps, and ecological concerns hinder growth. However, cross-border cooperation and unified regional branding are identified as key drivers of tourism competitiveness. By presenting an empirically grounded roadmap, this research provides policymakers and industry stakeholders with strategic recommendations to elevate the Caspian Basin’s position as a globally competitive maritime tourism hub. The purpose of this study is to assess the competitiveness of regional tourism products in the Caspian Basin. The key objectives are to analyse factors influencing tourism development, examine the potential of the Caspian Tourism Corridor and Silk Road Heritage for joint regional branding, and propose strategic recommendations for cross-border collaboration and sustainable maritime tourism growth. This study applies a mixed-methods approach, combining Multi-Criteria Decision Analysis, adapted TTCI and Porter’s Diamond models, and qualitative stakeholder interviews. Data were drawn from TTCI reports, national statistics, and expert insights to assess the competitiveness and collaborative potential of Caspian Basin tourism. The study reveals striking asymmetries in tourism competitiveness across the Caspian region, visualized through a custom radar chart and strategic mapping tools. Stakeholder insights expose deep-rooted barriers and untapped synergies, particularly around digital transformation and eco-tourism. Integrating the Silk Road legacy and maritime connectivity into a unified branding strategy – structured via the Tourism Branding Strategy Matrix and visual project management – emerges as a game-changing opportunity to reposition the Caspian as a globally competitive cultural corridor. The study confirms that sustainability-focused policies and a unified Silk Road branding strategy are vital for strengthening the Caspian Basin’s tourism competitiveness. Structured project management and coordinated governance emerge as key drivers for sustainable, inclusive, and resilient tourism development.

Caspian cross-border regions , multi-criteria decision analysis , regional collaboration , regional tourism product , unified tourism branding

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L.N. Gumilyov Eurasian National University, Tourism Department, Astana, Kazakhstan
Bukhara State University, Department of Tourism and Hotel Management, Bukhara, Uzbekistan

L.N. Gumilyov Eurasian National University
Bukhara State University

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