Tourism Committee of the Republic of Uzbekistan

During the discussion, participants noted that one of the strongest trends in global tourism today is the growing demand for “authentic experiences” — genuine cultural and national traditions. In this regard, proposals were considered to preserve the unique identity of each region and promote development under the principle of “one region — one signature product.” It was emphasized that destinations such as Rishtan for ceramics, Margilan for silk, Bukhara for gold embroidery and jewelry art, and Shahrisabz for embroidery should serve not only as elements of cultural heritage, but also as tourism brands of their respective regions.

The dialogue also focused on preserving endangered crafts and safeguarding unique traditions through strengthening the “master-apprentice” system. Participants highlighted the importance of organizing regular training programs for artisans in areas such as marketing, sales, customer service, design, and international best practices. These measures are aimed at improving the presentation of handicraft products to tourists, while also enhancing branding, service quality, and visitor engagement.

The meeting further explored opportunities to bring tourism and handicrafts into a new stage of development through digitalization. Among the proposed initiatives were:

– expanding online sales opportunities and launching digital showrooms for handicraft products;

– promoting artisans’ products and designs in cooperation with international brands and integrating them into global trends;

– featuring handicraft centers, workshops, and souvenir shops on the Tourism Committee’s platform Sayohat.uz;

– developing artisans’ skills for selling on global platforms such as Etsy and Amazon Handmade.

The meeting concluded with an agreement to further develop opportunities for tourists to visit artisan workshops, observe the craft-making process firsthand, and take part in traditional handicraft experiences themselves.