In Harmony with the Principles of Sustainable Consumption: Melon Festival Held in Khiva
2025-08-11 10:00:00 / News
The event brought together tourism, agricultural brands, and cultural heritage, introducing guests to unique varieties of Khorezm melons, traditional cuisine and handicrafts.
Organized by the Ministry of Ecology, Environmental Protection and Climate Change, the Tourism Committee and the Khorezm regional administration, the festival created an atmosphere where the sweet aroma of melons blended with theatrical performances, folk programs and masterclasses.
Particular attention was given to the presentation of the new “Arda Khiva” complex — a modern tourist center combining history and innovation. It features gastronomic zones, an artisans’ street and venues for cultural events.
This year’s artisans’ fair placed special emphasis on eco-friendly products: reusable bags and accessories made from natural materials, clay and wooden tableware, recycled fabrics and decorative items crafted from secondary resources. The pavilion of the city of Khiva stood out in particular — not only showcasing a creative approach to design and product presentation but also using environmentally friendly materials to the fullest extent. This served as an example of how traditional craftsmanship can harmoniously align with modern principles of sustainable consumption.
The festival featured 22 thematic stands where districts of the region and farming enterprises presented their best melon varieties, cultivation technologies, and culinary innovations. Visitors could sample shivit oshi, gumma, melon-based desserts and witness the art of fruit carving.
The entertainment program included concerts with artists from Uzbekistan, Turkey, Russia, Belgium, Kazakhstan and Azerbaijan, as well as traditional games, national sports and vibrant photo zones.
In 2024, the festival was attended by over 400,000 guests, while this year the number reached up to one million, including 150,000–200,000 international tourists.
The event became not only a celebration of the harvest but also a platform for promoting Khorezm region as an environmentally responsible and tourist-friendly destination.