Tourism Committee of the Republic of Uzbekistan

This year, the exhibition features 4,556 booths and is expected to attract around 100,000 visitors. Representatives from countries and regions around the world are taking part, including Türkiye, Kazakhstan, India, China, Taiwan, the Republic of Korea, Japan, the Philippines, Tanzania, Indonesia, Guam, China’s Henan Province, as well as Japan’s Hokkaido and Tokyo regions.

At Uzbekistan’s national stand, the country’s tourism potential is being widely showcased by leading representatives of the tourism industry, including Uzbekistan Airways, Tour Link, Central Asia Voyage, Ons Travels, Orient MICE, East Asia Point, as well as the Tourism Department of Kashkadarya Region.

At the exhibition, pilgrimage tourism is being actively promoted as one of Uzbekistan’s promising tourism sectors. Visitors are provided with information about the country’s Islamic heritage sites, sacred places, historic cities, and pilgrimage destinations. International partners are also introduced to the opportunities offered by the “Umrah Plus” programme, which combines pilgrimage tourism with cultural, gastronomic, and other tourism experiences.

As part of the event, representatives of Uzbek tour operators and the tourism industry are holding a series of B2B meetings with major Malaysian tourism companies and associations, as well as representatives of the tourism industry from other countries. The discussions focus on developing bilateral cooperation, increasing tourist flows to Uzbekistan, introducing new tourism products to international markets, and promoting the country’s tourism and investment potential.

Particular attention at the national stand is being paid to the rich tourism potential of Kashkadarya Region. Malaysian tourists and international tour operators are showing strong interest in the region’s ancient history, historical and cultural attractions, unique natural landscapes, and tourism routes.

Visitors to the national stand are discovering Uzbekistan’s rich cultural heritage and history, national cuisine, and traditions of hospitality. The presentation of Uzbek plov, a prominent symbol of Uzbek hospitality, is attracting particular interest and provides an opportunity to showcase the country’s gastronomic traditions to thousands of visitors.

Uzbekistan’s participation in MATTA Fair contributes to strengthening the country’s image as an attractive destination in the international tourism market, further increasing tourist flows from Malaysia and other Southeast Asian countries, attracting new international partners, and widely promoting pilgrimage, cultural, gastronomic, and other forms of tourism in Uzbekistan.