Ministry of Investment, Industry and Trade of the Republic of Uzbekistan

As part of the Tashkent International Investment Forum, a high-level panel session titled “Digital Diplomacy and Soft Power: Positioning a Country in the GlobalConversation” was held with the support of the international consulting firm PwC. The discussion focused on strengthening a country’s global image and enhancing its investment attractiveness in the information age.

Throughout the session, participants explored how governments and major businesses are leveraging modern communication tools to showcase innovation, attract top talent, and influence foreign investors’ decision-making. The discussion featured practical examples and international best practices on the strategic use of social media, digital communications, and compelling storytelling to strengthen a country’s global reputation.

The distinguished panel brought together leading experts in international communications, media, public policy, and governance:

Assiya Beleukhanova — Marketing and Communications Leader, PwC Eurasia (Moderator)
Abdulla Abdukadirov — Acting Director of the Agency for Strategic Reforms under the President of the Republic of Uzbekistan
Vladimir Norov — Chairman of the Central Asian Artificial Intelligence Association (AICA)
Jeffery McMillan — Chief Brand, Marketing and Communications Officer for Central and Eastern Europe, PwC
Oybek Shaikhov — Founder of EUROUZ and East-West Group
Nargiza Alikulova — Communications Specialist, Asian Development Bank (ADB)
Pavel Nosachev — Deputy Director of Kursiv Media
Leandro Slovinski — Editor-in-Chief of The Investor

During the session, Vladimir Norov, an experienced diplomat and Chairman of the Central Asian Artificial Intelligence Association (AICA), emphasized the growing importance of openness and digital diplomacy in Uzbekistan’s foreign policy.

“Under the leadership of President Shavkat Mirziyoyev, greater openness within state institutions has elevated regional cooperation to a new level. This policy has marked a turning point in resolving long-standing border and water issues in Central Asia while helping restore mutual trust among neighboring countries.”

Mr. Norov also highlighted that, alongside the opportunities created by digital diplomacy, modern challenges such as cybersecurity threats and cybercrime continue to undermine trust between states. He further stressed that integrating artificial intelligence into the economy and the education system has become a key strategic priority.

Jeffery McMillan, Chief Brand, Marketing and Communications Officer for Central and Eastern Europe at PwC, noted that a country’s international reputation cannot be transformed through advertising campaigns alone. According to him, in today’s era of artificial intelligence and continuous digital connectivity, countries compete not only for investment but also for investors’ attention. Success therefore depends on delivering a consistent message across all communication platforms while ensuring that it is supported by tangible reforms.

“The strongest national narratives are not simply about the country itself—they are about the opportunities, potential, and future that investors can achieve through partnership with that country.”

Oybek Shaikhov, Founder of EUROUZ and East-West Group, observed that European companies tend to approach investments in new markets more cautiously than investors from many other regions, with trust serving as the decisive factor. In his view, Uzbekistan has entered a stage where reforms are becoming institutionalized rather than relying on personal relationships. He emphasized that active engagement on social media can foster long-term investor confidence only when accompanied by tangible results and the consistent fulfillment of commitments.

“Unlike many others, European investors are not focused solely on quick returns—they seek long-term partnerships and commitments. That requires trust and consistency. It is one thing to say that reforms are irreversible; it is quite another to demonstrate that they have become institutionalized and will endure regardless of who is in office. We have a saying: ‘Start slowly, then move fast.’ European investors may take longer to enter a market, but once trust is established, they tend to remain for the long term.”

Nargiza Alikulova, Communications Specialist at the Asian Development Bank (ADB), cited the ADB Annual Meeting held in Samarkand as a successful example of how effective communication can showcase innovation and attract international investors. She noted that the event helped present Uzbekistan as an open, reliable, and secure partner on the global stage. According to her, its success was made possible by close coordination between government agencies and international organizations, as well as the extensive engagement of leading international media outlets.

She also stressed that government institutions should move beyond event-driven public relations and maintain continuous, open engagement with international media.

“When you bring so many international journalists to your country, you cannot expect them to simply reproduce carefully prepared press releases. Journalists want to engage with the process and have meaningful conversations. We need to move beyond event-based PR and ensure that senior government officials are prepared to communicate directly with the media—that is precisely what the international press expects.”

The experts concluded that well-designed digital diplomacy and soft power have evolved beyond traditional instruments of international relations. Today, they serve as powerful economic drivers that help attract foreign direct investment, strengthen a country’s international brand, and reinforce its credibility in the global dialogue. The session also provided an important platform for developing recommendations aimed at further aligning Uzbekistan’s information and investment strategies with international best practices.