Tourism Committee of the Republic of Uzbekistan

The data obtained indicates that during the match days of the Uzbekistan national team, both the number of publications about the country in global media and the number of search queries such as “Visit Uzbekistan,” “Travel Uzbekistan,” and “Uzbekistan Tour” increased simultaneously. The most pronounced dynamics were recorded during matches against the national teams of Colombia and Portugal.

At the same time, the growing interest in Uzbekistan was reflected not only in the media but also in user search behavior, which indicates a shift from informational attention to a more concrete interest in the country and its tourism potential. According to a study conducted by the Tourism Committee based on Google Trends data and monitoring systems, over the past weeks the number of search queries related to “Uzbekistan Colombia World Cup 2026” increased by 450%, overall interest in the query “Uzbekistan” grew by 40%, and the number of searches related to “Tourism to Uzbekistan” increased by another 10%. This confirms that international attention to Uzbekistan is transforming into sustained interest in the country as a tourist destination.

As part of the campaign, the Tourism Committee ensured extensive international media coverage of the Uzbekistan tourism brand. Materials about the country were published in more than 3,000 international media outlets and news aggregators, and total audience engagement exceeded 52 million interactions. Publications appeared not only in sports media but also in leading global political and news outlets, including BBC, ESPN, MSN, The Guardian, Fox News, Daily Mail, NDTV, VnExpress, and other international media.

The participation of the national team in the FIFA World Cup 2026 became one of the most emotionally significant events of recent years for the people of Uzbekistan and attracted the attention of millions of viewers worldwide. High public interest, broad public response, and active discussion in the international information space contributed to an additional increase in the country’s visibility and strengthened the impact of the information campaign organized by the Tourism Committee.

An important component of the campaign was a large-scale on-site promotion program implemented by the Tourism Committee in host cities of the World Cup. National tourism stands, official fan zones, and cultural programs made it possible to present Uzbekistan’s tourism potential to a wide international audience and create direct contact with potential travelers.

One of the key projects of the campaign was the presentation of Uzbekistan’s tourism potential at Hartsfield–Jackson Atlanta International Airport—one of the largest aviation hubs in the world. The national pavilion became one of the key platforms for introducing the international audience to Uzbekistan’s tourism potential, combining presentations of the country’s travel opportunities, a cultural program, and direct communication with potential travelers.

The Tourism Committee will continue to use major international events as a tool for implementing state policy to promote Uzbekistan’s tourism potential. The experience of the FIFA World Cup 2026 has shown that systematic international communication efforts not only ensure record-breaking media reach but also consistently convert global audience attention into sustained interest in travel to Uzbekistan, strengthening the country’s tourism brand.