Uzbekistan presents a new tourism image in Paris — at the intersection of heritage and modernity
2026-09-16 18:20:00 / News
The new concept is embodied in a national pavilion created specifically for the exhibition: natural wood, traditional carving and decorative elements are combined with contemporary functional design. The space maintains a strong connection with national traditions while speaking the language of an international professional trade show.
The pavilion brings together business and cultural dimensions: meetings with tour operators, airlines and hotel groups are held alongside opportunities for visitors to experience the country’s culture directly. Business communication and cultural experience are not separated — they represent two sides of a single image of Uzbekistan as a country that is open to the world while preserving its own identity.
“Today, it is important for Uzbekistan to shape an international image of the country that reflects not only the richness of our heritage, but also the developments taking place in the country today,” said Gayane Umerova. “Culture and tourism are part of a single ecosystem: they help preserve local identity, support regional development and, at the same time, create new opportunities for international cooperation. Our participation in IFTM Top Resa is an opportunity to present modern Uzbekistan as open, dynamically developing and, at the same time, deeply connected to its culture.”
The pavilion will serve as a space for business meetings and for introducing visitors to the culture, traditions and distinctive identity of Uzbekistan. Going forward, the updated concept and design will be used for Uzbekistan’s national pavilions at other international tourism exhibitions.
Interest among French travellers in Uzbekistan continues to grow. In 2025, around 29,600 tourists from France visited Uzbekistan, while nearly 15,000 arrived in the first five months of 2026 — 1.3 times more than during the same period last year.
The new national pavilion concept is being presented from September 15 to 17 at IFTM Top Resa, one of Europe’s leading B2B platforms for the tourism industry. The exhibition was founded in Deauville in 1979 and has been held in Paris since 2008, bringing together representatives from across the tourism sector. In 2026, the organisers expect around 34,000 visitors.