Tourism Committee of the Republic of Uzbekistan

The event was intended for representatives of existing and planned tourism villages in the Fergana region. Particular attention was given to the further development of the regions’ tourism potential, improving service quality, and the practical implementation of modern marketing approaches.

With the participation of representatives of the Fergana regional khokimiyat (local government administration) and JICA experts, it was emphasized that the tourism village project plays an important role in creating local employment, preserving traditional crafts and national traditions, and increasing both domestic and inbound tourist flows. It was also noted that such practice-oriented training programs, implemented within the framework of international cooperation, contribute to bringing the region’s tourism industry to a new stage of development.

During the seminar, JICA expert Asami Kinoshita presented international experience in branding tourism villages, developing effective promotion strategies for domestic and international markets, improving hospitality culture, and implementing service quality standards and principles of sustainable tourism.

During the training, practical approaches to tourism marketing were examined, including the development of souvenir products based on the OVOP concept (“One Village One Product”), as well as the improvement of service and operational activities in line with KAIZEN principles.

In addition to the lectures, participants worked in groups to develop souvenir ideas for their villages, experiential tourism products, interregional tourist routes, and practical improvement measures. Over the course of three days, participants actively exchanged ideas and discussed their experiences and challenges. This training contributed to supporting the independent development of tourism villages and strengthening regional cooperation in the Fergana Valley.