Uzbekistan is considered the most tourist-friendly country in Central Asia, offering the uniqueness of the ancient Silk Road cities and magnificent Islamic architecture. Cultural tourism is the primary tourism product but there is significant potential to expand other segments.
Keios, in joint venture with The Journey (South Africa) and CBM (Uzbekistan), has been hired by the Ministry of Investments and Foreign Trade of Uzbekistan, funded by the World Bank, to develop new sustainable tourism destinations through an integrated approach in four selected regions, namely Fergana Valley, Bukhara, Surkhandarya, and Kashkadarya.
The expected outcomes include a priority investment program and action plan, regional marketing, branding and promotion strategies, a monitoring and evaluation system and designing an effective capacity building program.