Uzbekistan showcases its tourism potential at WTM London 2026 exhibition

Uzbekistan and Japan held discussions aimed at strengthening cooperation in the tourism sector, promoting Uzbekistan's tourism potential in the Japanese market, and increasing the number of visitors from Japan.

According to the news agency Dunyo, the negotiations took place at the Embassy of Uzbekistan with Yuji Hara, Chairman of the Japan Association of Travel Agents (JATA) and President of Kaze Travel Co., Ltd.

The parties discussed methods to strengthen ties between the tourism companies of the two countries and promote Uzbek tourism products in Japan. The Japanese side noted the growing interest of travelers in Uzbekistan's historical cities, national culture, and gastronomic heritage.

A familiarization trip organized in Uzbekistan for Japanese travel companies in June 2026 was positively evaluated. Special attention was paid to the international tourism exhibition Tourism EXPO Japan. Participants discussed opportunities to showcase Uzbekistan's tourism products at this event to make the country more attractive to Japanese travelers.

Another topic of discussion was the development of direct air connections between the two states. Both sides emphasized the importance of these links for increasing the flow of tourists from Japan and exchanged views on expanding business contacts between tour operators and sharing professional experience.

Japan remains a promising market for Uzbekistan's tourism industry. According to the data provided, about 32,000 Japanese citizens visited Uzbekistan in 2025. From January to September 2026, this number exceeded 36,000, which is 53.3% more than in the same period in 2025. After the meeting, both sides confirmed their interest in further developing tourism ties and raising awareness among the Japanese public about the travel opportunities in Uzbekistan.

The Chairman of the Tourism Committee of Uzbekistan, Abdullaziz Akkulov, met with participants of the regional program 'Young Leaders of Central Asia and Azerbaijan'. The delegation was headed by Bobur Bekmurodov, chairman of the nationwide movement 'Yuksalish' and head of the Legislative Chamber committee of the Oliy Majlis.

This program is organized by the 'Yuksalish' movement in collaboration with the Konrad Adenauer Foundation of Germany. The event takes place in Tashkent and Bukhara from October 27 to 29, bringing together over twenty young politicians, parliament members, civil servants, and public figures from Uzbekistan, Kazakhstan, Kyrgyzstan, Tajikistan, and Azerbaijan.

At the meeting, participants were presented with information on efforts aimed at developing the tourism industry, promoting Uzbekistan's potential on the international stage, preserving its historical and cultural heritage, and expanding economic opportunities in the regions, including reports on achieved results.

It was noted that the number of foreign tourists visiting Uzbekistan increased from 2 million in 2016 to 11.7 million in 2025. Furthermore, in the first nine months of 2026, the country was visited by another 10.3 million foreign guests. The export of tourism services reached 5.3 billion US dollars.

Tourists arrive from more than 200 countries, and citizens of 95 states can enter Uzbekistan without a visa. The number of hotels has doubled by 2.2 times, and the country aims to attract over 20 million tourists annually by 2030.

Participants discussed the need to improve tourism infrastructure, create new routes, support youth initiatives, and increase tourist flow between the countries of Central Asia and Azerbaijan. Special attention was paid to the possibilities of joint projects based on common historical and cultural heritage, as well as expanding regional cooperation.

During the meeting, reforms being carried out under the leadership of President Shavkat Mirziyoyev, as well as the development of good-neighborly relations and regional interaction based on mutual trust, and the role of youth in these processes were also highlighted. The dialogue took place in an open and friendly atmosphere, allowing young leaders to get answers to their questions directly from the head of the Tourism Committee.

Uzbekistan and Azerbaijan held a series of joint presentations in Germany, Sweden, and Finland from October 19 to 22, 2026. The goal of these events was to promote combined travel routes and strengthen cooperation with European tourism companies.

These roadshows took place in Berlin, Munich, Stockholm, and Helsinki. The main objective was to increase the recognition of both countries in the European tourism market.

The events gathered over 140 participants representing more than 80 organizations, including tourism industry specialists and media representatives from Germany, Sweden, and Finland.

During the presentations, representatives of Uzbekistan and Azerbaijan showcased the historical and cultural heritage of their countries, as well as tourist attractions and travel opportunities.

Joint Routes and Business Cooperation

Special attention was paid to creating common routes that connect the historical cities of Uzbekistan—Samarkand, Bukhara, and Khiva—with Baku, Shamakhi, and Sheki in Azerbaijan. The proposed destinations will allow tourists to explore the architecture, history, national traditions, and cuisine of both countries in one trip.

The roadshows also included business-to-business (B2B) meetings, where tourism companies and operators discussed potential partnerships and opportunities for developing joint travel packages.

Discussions focused on adapting tourism products to the demands and preferences of European travelers, as well as expanding interaction between the tourism business. This initiative is designed to strengthen business ties with international partners, utilize the tourism resources of both countries more effectively, and attract more foreign guests.

Uzbekistan and Azerbaijan plan to promote not only their individual destinations but also integrated tourist routes that combine the offerings of both countries.