During the official opening ceremony, Ambassador Dilshod Akhatov emphasized the large-scale reforms taking place in Uzbekistan’s tourism sector, including the development of new destinations, modern infrastructure, and investment incentives. According to the ambassador, over 10 million foreign tourists visited Uzbekistan in 2024—doubling the 2022 figure and placing the country among the 28 nations worldwide that receive more than ten million international visitors annually. Approximately 38,000 tourists came from Germany last year alone.

Uzbekistan’s rise as a travel destination has gained international recognition. The country topped the 2023 Safety Perception Index among 121 countries and was named “Best Tourist Destination of 2024” by Lonely Planet. It also won the Wanderlust Reader Travel Award for “Most Desirable Emerging Destination.” The upcoming 43rd session of the UNESCO General Assembly—scheduled for this autumn in Samarkand—was also mentioned as a testament to the country’s growing global presence.

Two German citizens were officially appointed as Uzbekistan’s new Tourism Ambassadors during the event. In her remarks, Anja Karliczek, Chairwoman of the Bundestag Tourism Committee, praised the country’s unique cultural heritage and rapid development: “Uzbekistan is confidently moving forward as a top travel destination. We are ready to support this effort and help expand its international image.”

Norbert Fiebig, President of the German Travel Association, welcomed the ongoing cooperation with Uzbekistan and noted that there is significant untapped potential between the two countries: “Uzbekistan is becoming one of the most attractive destinations for travelers seeking cultural experiences. We’re proud to co-organize this event with the Embassy and will continue to support similar initiatives.”

The festival included live performances by Uzbek musicians, an exhibition of traditional handicrafts, and a festive table with national dishes. Promotional videos and printed materials showcased Uzbekistan’s main attractions, including announcements about the upcoming UNESCO Assembly in Samarkand.

Among the newly appointed Tourism Ambassadors was Gerhard Birkl, founder of “Uzbekistan-online” and “Uzbekistan-Gallerie,” who has been promoting the country in Europe for over 15 years: “Tourism is a cultural bridge between nations. I will continue working to strengthen Uzbekistan’s image in Germany and deepen our cultural ties.”

• https://dunyo.info/en/turizm/v-berline-sostoyalsya-festival-turisticheskogo-potenciala-uzbekistana
• https://www.youtube.com/watch?v=rwaiCaBTKWQ