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ANALYZING TOURISM MARKETING IN UZBEKISTAN
Freshta Qaumy
Department of Tourism, Tashkent State University
of Economics, Tashkent, Uzbekistan
Zokirjonova Munisa
Department of Tourism, Tashkent State University
of Economics, Tashkent, Uzbekistan
Saydaxmedov Abdulloh
Department of Tourism, Tashkent State University
of Economics, Tashkent, Uzbekistan
Toxirov No’monjon
Department of Tourism, Tashkent State University
of Economics, Tashkent, Uzbekistan
Abdufattoxov Xasanbek
Department of Tourism, Tashkent State University
of Economics, Tashkent, Uzbekistan
Munisa Zokirjonova
Department of Tourism, Tashkent State University of Economics
Address: Tashkent State University of Economics, Islom Karimov 49, 100066,
Тashkent,
Email: zokirjonovamunisa7@gmail.com
https://doi.org/10.5281/zenodo.14829843
Abstract:
Uzbekistan is a country with a wealthy history and culture that's
rising as a driving travel goal in Central Asia. The fact that the main part of the
Great Silk Road passed through this state, dazzling engineering, and differing
characteristic scenes, the nation has awesome potential to draw in worldwide
travelers. In this article, analyses the advancing tourism showcasing scene in
Uzbekistan and investigates the country's endeavors to advance its interesting
social legacy; whereas, adjusting to worldwide tourism patterns. We examine
key procedures such as advanced promoting, social narrating, and universal
organizations, as well as the challenges the nation faces in terms of framework,
brand mindfulness, and territorial competition. By analyzing these showcasing
approaches and their adequacy, this article gives understanding into how
Uzbekistan can position itself as a competitive and alluring goal within the
worldwide tourism advertise.
Keywords:
Uzbekistan, tourism marketing, economic growth, tourism infrastructure,
destination marketing, cultural heritage, eco-tourism
Introduction
THEORETICAL ASPECTS IN THE FORMATION OF
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International scientific-online conference
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Uzbekistan is a country known for its rich cultural and historical heritage,
unique natural landscapes and hospitable people. Considering the potential of
the country's tourism industry, the President of Uzbekistan has developed a
strategy to promote the Uzbek tourism brand, aimed at attracting domestic and
international tourists and creating special tourist experiences. Uzbekistan's
tourism development strategy is based on the development of tourism
infrastructure. In our country, great attention is being paid to the modernization
and construction of new hotels, restaurants and tourist facilities. This will also
improve the quality of service provided to tourists. The development of the
transport system, including the development of aviation, railway and road
infrastructure, plays an important role in improving the convenience of travel
for tourists within the country. The Government of Uzbekistan attaches great
importance to improving the quality of service, modernizing facilities and
building new ones in order to attract domestic and foreign tourists .
Support for tourism development is usually based on the perceived
economic benefits that tourism can bring to a community. Many people equate
the direct benefits of tourism with tourist spending. When tourists spend
money, they create demand for local goods and services and generate income,
employment, and tax revenues in the community. The construction of tourist
facilities also creates income, employment, and tax revenues in the community.
Tourism might not generate the most lucrative or the most satisfying
employment, but in many cases, it is the only kind available. Foreign tourists
also bring valuable foreign exchange to the host country, which is needed to pay
for imports. Foreign (nonresident) direct investment in the local tourist industry
can increase the host economy’s productive capacity and business known-how.
Tourism growth means an increased demand for destination resources, such as
land to build more hotels and tourist attractions and workers to staff them. If
local tourist businesses possess market or monopoly power and can charge
prices to tourists that are substantially above the cost of production, a gain to
the economy occurs .
Destinations can increase their net economic benefit from tourism by
adopting appropriate tax measures and other policies.
University of Toronto economist Richard Bird notes that “. . . many tourist
countries seem to under tax their tourist exports.” 30 Tourist destinations can
increase their benefit–cost ratio from tourism in several ways .
“Uzbekistan is the most mysterious country in Central Asia. The process of
obtaining a visa to this country has become much simpler. Cities such as Khiva,
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
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Bukhara, and Samarkand boast numerous attractions worth visiting,” writes
British journalist Hazel Plash. Her article, published in The Telegraph, was
headlined: “Uzbekistan: the most amazing country you have never been to.”
Similarly, an article titled “Russian tourists are increasingly visiting
Uzbekistan” appeared on the RIA Novosti news agency’s website. According to
the data, over 270,000 Russian visitors traveled to Uzbekistan in 2018, a
threefold rise over prior years. Ivan Fetisov, head of the consular section at the
Russian Embassy in Tashkent, also commented on the report, pointing out minor
enhancements to customs procedures at Uzbek airports. These examples
illustrate two main points: first, Uzbekistan’s appeal as a tourist destination with
attractive regions; and second, the ongoing liberalization processes, particularly
in visa facilitation, which have garnered positive feedback. The newspaper “Xalq
So’zi” published an article titled “A survey was conducted among tourists who
came to Uzbekistan. What is the result?” It noted that the State Committee for
Tourism Development surveyed 5,700 tourists from 72 countries. The survey
revealed that most visitors decided to travel to Uzbekistan based on
recommendations from friends, family, and social media. Newspapers,
magazines, television documentaries, and news programs were also found to
play a significant role in influencing their decisions. Efforts to effectively
promote Uzbekistan’s tourism potential and maximize existing opportunities are
helping elevate the sector to a new qualitative level. This is supported by the
Presidential Decree of December 2, 2016, titled “On measures to ensure the
accelerated development of the tourism sector of the Republic of Uzbekistan,” as
well as the tasks outlined in the Strategy of Actions for the five priority areas of
development for 2017-2021. These measures aim to develop Uzbekistan’s
tourism industry, enhance its contribution to rapid economic growth, create
new jobs, and improve the competitiveness of the country’s tourism products on
the global market. Achieving these goals requires equipping the national tourism
sector with relevant information, developing modern technological solutions
and software for tour operators, fostering collaboration with the information
market, and conducting extensive promotional campaigns in the mass media to
enhance Uzbekistan’s international reputation. Creating and disseminating
information resources that highlight Uzbekistan’s unique history, renowned
scholars and scientists, landmarks, national cuisine, and traditions will
significantly enhance its appeal to tourists. Documentaries, TV programs, and
other media can play a pivotal role in this regard. Every tourist visiting
Uzbekistan seeks a comprehensive travel experience beyond sightseeing. This
THEORETICAL ASPECTS IN THE FORMATION OF
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International scientific-online conference
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calls for implementing specialized programs to enhance the image of specific
regions. Additionally, there is a pressing need to develop a unified state strategy
for shaping and protecting Uzbekistan’s image in the global media landscape. An
organization must be established to oversee and implement this national
strategy for promoting a positive image of the country, such as a Presidential
Council on National Branding.
South Korea serves as an example, where a similar council has been
successfully implemented. Adapting such an initiative to Uzbekistan’s context
could yield significant results. Moreover, the effort to build trust in Uzbekistan
by presenting its ancient history, rich culture, and modern societal
developments to the global audience in greater depth will remain a priority .
Challenges and solutions in Uzbekistan tourism marketing
Uzbekistan has been achieving moderate success in developing its tertiary
sector, organizing as key destinations on the Silk Road. Despite, still facing
difficulties in tourism marketing, government tries to tackle down these as much
as possible. In order to escalate Uzbekistan's position on the global stage,
government should purposefully overcome these issues.
Our country has welcomed more than 5 million international tourists in
2024 during 8 months. As a result, percentage of tourists increased to 16,7 % ,
but remain structural problems.
Number of tourists that have been to Uzbekistan
For the further development of the tourism sector in Uzbekistan, the state
offers benefits and preferences that have a positive impact on this area. Solving
these problems requires a lot of attention and the fulfillment of the assigned
tasks:
1. To develop an innovative tourism model that harmoniously combines the
national flavor of the multinational people of Uzbekistan with world standards
for the provision of tourist services.
2. Carry out large-scale work to increase foreign investment in human
potential.
3. Develop a program to stimulate inbound and development of domestic
tourism in Uzbekistan.
4. Boost the economic, environmental and social benefits of tourism and
distribute them to societies.
5. Ensure the direction of the activities of the public and private sectors in
the development of the tourism sector.
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Based on the above problems and the positive results achieved in the field
of tourism in the republic, it is necessary to strengthen the achieved results and
develop priority directions of state policy for the medium term. Namely, at the
present stage of the strategic development of tourism in the Republic of
Uzbekistan, the main goal of state policy is to create a modern, highly efficient
and competitive tourist complex that provides ample opportunities to meet the
needs of citizens of Uzbekistan and foreign visitors in a variety of tourist
services, and its integration into the world tourist community.
The number of international tourist arrivals and the income from the
tourism industry increases every year. Tourism provides jobs, the state - tax
revenues to the public budget, and also increases the welfare of the country as
creating, promoting and implementing tourism services. Tourism is a trip of a
person to another country or another area of his country, the purpose of which
is rest, leisure, entertainment and recreation. Today, many countries literally
"live off" tourism. For example, countries such as Singapore, the Philippines,
Thailand and many others that were considered third world countries in the
recent past can be seen making an economic breakthrough thanks to tourism.
France, as the most visited country, creates more than 2 million direct and
indirect jobs for its citizens. We know the UAE as an oil tycoon, but the shares of
GDP from sales of oil products and tourism were practically comparable before
the pandemic. All these statistics prove the importance of tourism for the
development of the country in economic terms. Tourism plays a crucial role in
the cultural growth of the country, which also contributes to the country's
growth in various other industries.
“Taking into account the dramatic growth of tourism, its tangible multiplier
effect on other sectors of the economy, growth in the well-being of the
population and need take measures to protect the environment, the tourism
industry should become one of the powerful field to increase the sustainability
of the country's development,” noted in the medium term Tourism Industry
Development Concept of the Republic of Uzbekistan .
Table 1 The number of people (visitors) come to Uzbekistan in given
period of time .
Year
2017
2018
2019
2020
2021
2022
2023
2024 ( in 10 months)
People in million
2.7
5.3
6.7
1.5
1.9
5.2
6.6
6.5
Table 2. Tertiary sector’s development in Uzbekistan .
THEORETICAL ASPECTS IN THE FORMATION OF
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Intensive tourism marketing in Uzbekistan has developed the country into
a major tourism destination for worldwide for the last decade. Uzbekistan
locates in Central Asia and currently Samarkand, Bukhara, and Khiva, the three
most famous Silk Road cities. Determining the potential chances, the Uzbek
government and Tertiary sector have been working together to develop
Uzbekistan as a tourism destination. One of Uzbekistan's key tourism marketing
techniques is to highlight its extensive cultural heritage. It is home to many
UNESCO World Heritage monuments, including Samarkand's Registan Square
and Bukhara's Ark Fortress. These historical artifacts, which are essential
components of advertising efforts, are given priority for repair and conservation.
In an era of digitization, Uzbekistan has successfully promoted itself as a
potential popular tourist destination through the use of modern media and
technology. Whether through social media, contests with influencers or VR
experiences these all have been keys to connect with a world audience.
Uzbekistan has used the development of attractive online content and eye-
catching advertising to appeal to young-carried travelers looking for new
experiences and the authentic. As such, the digital marketing initiatives play a
profound role in the promotion of the tourism sites in nation.
Uzbekistan has an enormous opportunity for ecotourism and outdoor
recreation, given the wide range of landscapes that the country presents.Some
regions like the Nuratau–Kyzylkum Biosphere Reserve and the Chimgan
95
100
105
110
115
120
0
10
20
30
40
50
60
2010
2011
2012
2013
2014
2015
2016
2017
2018
Tertiary sector’s development in Republic of Uzbekistan
growth in volume of services %
Share in GDP %
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
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mountains have also been advertised in other marketing campaigns too.
Numerous promotional campaigns are aimed to market adventure tourism, such
as trekking, hiking, and observing birds, as well as those that target nature
lovers, which lead to inbound tourism. Uzbekistan is frequently-renowned for its
history and culture, but what is not as commonly recognized is the country's
emphasis on sustainable tourism. Improving infrastructure and access has been
an important component of Uzbekistan's tourist agenda.
For example, it has set up the State Committee for Tourism Development
that supervises activities aimed at improving the sector. Investments made
under public-private partnerships have been quite useful in construction of
tourism related infrastructure and marketing systems. Collaborations with
global agencies, air carriers, and hospitality outlets have contributed to the
positioning of the nation as a viable destination.
Besides, hosting international events and conferences has also
demonstrated the capability of the country in catering to various tourist needs.
The rich food traditions and vivacious customs of Uzbekistan form part of
its tourist appeal. Promoting local food like the famous plov, along with
handicrafts such as silk weaving and ceramics, has been done more and more
through promotional campaigns. Gastronomical tours and cultural festivals are
other authentic ways of contact with the culture for tourists. All these features
highlighted make Uzbekistan attractive to tourists who seek a real and cultural
experience. Tourism promotion in Uzbekistan has developed based on strategic
heritage, modern utilization of the media, eco-tourism, and improvement of
infrastructure. The efforts to be made by the State Administration and private
sector being put together have placed Uzbekistan in the position for a new travel
destination to give all the experience of history and adventure combined with
cultural riches. While Uzbekistan is further investing in the tourism sector, it will
be well positioned to take a larger share of the international travel market,
hence contributing to sustainable development and preserving its unique
cultural heritage .
Discussion and Results
This section dives into exact challenges come across by Uzbekistan in order
to attract foreigners and possible solutions for overcoming these drawbacks.
With a past rich in cultural legacy and natural beauty, Uzbekistan has enough of
delights to share with the world. Nevertheless, there are major challenges in
marketing the country's tourism potential to an international audience.
THEORETICAL ASPECTS IN THE FORMATION OF
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The below table summarizes the main challenges standing in the way of
proper promotion of the tourism sector in Uzbekistan.
Table 3: Challenges and promortions tourism marketing in
Uzbekistan
.
Challenge
Description
.
Limited International Recognition
The tourism products of Uzbekistan are
not well recognized in the global arena,
therefore there is a failure to attract
foreign tourists.
Underutilization of Digital Marketing
Tourism in this country has not fully
exploited the digital marketing platforms
to reach potential travelers.
Absence of Cohesive Branding
What is missing is a broad-based
branding strategy that encapsulates the
unique characteristics of Uzbekistan's
tourism products.
Inadequate Infrastructure
Existing tourism infrastructure is far
from meeting the expectations of
international tourists in terms of quality
and accessibility.
Solution
Description
Improve Digital Marketing
Initiatives
Develop and implement a powerful digital
marketing strategy using social media, SEO, and
content marketing to increase Uzbekistan's
online visibility.
Develop a Cohesive Branding
Strategy
Develop a powerful, integrated brand identity for
the tourism sector of Uzbekistan, emphasizing
the unique cultural and natural features of the
country
THEORETICAL ASPECTS IN THE FORMATION OF
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Enhance tourism-related
infrastructure.
Invest in the upgrading of tourism infrastructure
like accommodation, transportation, and tourist
facilities to international standards.
Leveraging Public-Private
Partnerships
Nurture partnerships between government
entities and the private sector in order to
stimulate innovation and investment in the
tourism industry.
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