Tourism Committee of the Republic of Uzbekistan

The presentations held across the four cities brought together representatives of more than 80 organisations, with total attendance exceeding 140 participants. Attendees included tourism industry professionals and media representatives from Germany, Sweden and Finland. The events highlighted the tourism opportunities offered by Uzbekistan and Azerbaijan, including their historic cities, cultural heritage and diverse travel experiences.

Particular attention was given to joint tourism itineraries connecting Uzbekistan’s historic cities of Samarkand, Bukhara and Khiva with Baku, Shamakhi and Sheki in Azerbaijan. These routes offer European travellers the opportunity to discover the distinctive history, architecture, culture, national traditions and gastronomic heritage of both countries in a single trip.

The roadshows also featured B2B meetings, providing tourism companies, tour operators and other industry representatives with a platform to exchange views and explore opportunities for cooperation. The discussions focused on establishing new business contacts, developing joint tourism packages, tailoring travel products to the European market and creating conditions to increase tourist arrivals in both Uzbekistan and Azerbaijan.

This cooperation is important for making complementary use of the two countries’ tourism resources, strengthening engagement with international tour operators and developing new travel products for the European market. Joint promotional initiatives create opportunities to present Uzbekistan and Azerbaijan to international audiences not only as individual destinations, but also as an integrated tourism route.