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In order to stimulate local and foreign tourists to travel around the country, create a convenient infrastructure, promote the tourism potential of the region, create open-air museum cities that reflect our great history, complex measures have been developed to improve the activities of museums and theaters, in the direction of which a certain Job.

The adoption of the Resolution by the Cabinet of Ministers of the Republic of Uzbekistan dated May 23, 2020 No. 325 "On increasing the efficiency of the marketing activities of museums and theaters in the Republic of Uzbekistan" will create favorable conditions for local and foreign tourists, enrich their tourist programs and expand the range of services provided, due to which basis for the active development of tourism.

This decision will implement the projects "Living Museum" and "Magnificent Theater". Within the framework of the project, the museums introduced the positions of a guide (guide-translator), fluent in foreign languages, a marketer to promote the museum brand and a specialist in monetizing the services provided. In today's competitive environment, these professions are still in demand in most museums.

Based on this, the introduction of these positions will increase the effectiveness of promoting the activities of museums, in this regard, each museum will develop and implement its own long-term, short-term and long-term marketing strategies and plans.

Most notably, a brand of at least two museums, including one regional museum, will be created and promoted in foreign media every year.

The decree will create a "Club of Friends of Cultural Objects", which will include well-known scientists, sponsors, cultural figures and art critics who will provide consulting, financial and organizational support in solving problems of cultural objects, implementing important cultural projects.

The club will also hold various activities to support and implement programs of cultural facilities, including fundraising. In particular, this system is more developed in Western countries. For example, the National Gallery in London has a simple "George Bumon Group" (named after the museum's first benefactor), which includes corporations, organizations, celebrities and others who contribute at least £ 1,000 a year to the gallery.

The main goal of this is the formation and development of appropriate infrastructure in cultural and adjacent sites.

In this regard, increasing the interactivity of the services provided by improving the infrastructure of museums in accordance with international standards, including the introduction of "smart" technologies (information shops, 3D visualization and holograms, QR codes, electronic directories in foreign languages, etc.) primarily for tourists, the widespread introduction of innovative information technologies into the activities of museums and theaters using the Internet, as well as the creation of an infrastructure that allows viewing museum exhibits by creating their digital forms, is one of the urgent tasks of today.

Therefore, the decree also pays special attention to the development of modern infrastructure of museums and theaters using information technologies and virtual reality technologies, the creation of interactive zones.

Touchscreen kiosks and interactive monitors allow visitors to choose the information they need, take an active part in the exhibition, get acquainted with artifacts and historical processes that are not represented in a real exhibition, as well as feel aesthetically and spiritually free in the world of museums and theaters.

The use of these new technologies has created opportunities for the convenience of our people and tourists, broad coverage of our history, and the presentation of expanded information about exhibits in an interesting format.

Also, from August 1, 2020, entrance tickets to the State Academic Bolshoi Theater of Uzbekistan named after I. Alisher Navoi, Uzbek National Academic Drama Theater, Uzbek State Musical Theater named after Mukimi, Bukhara State Museum-Reserve will be available through a unified electronic ticketing system. It will also create an even more convenient opportunity for visitors to purchase tickets.

Until January 1, 2023, the State Committee for Tourism Development will take measures to monetize services and promote the brand of the State Museum of the History of the Temurids, the State Museum of the History of Uzbekistan, the State Academic Bolshoi Theater of Uzbekistan named after I. Alisher Navoi, the Uzbek National Academic Drama Theater, the town of "Mingurik" and the State Enterprise "Center for International Relations Hamar" of the Academy of Arts of Uzbekistan.

The decree also provides for the introduction of new methods of presentation of materials and activities of museums, theaters, the development of non-traditional programs, the creation of special museum structures, interesting tourist programs.

In addition, a center of the International Theater Institute under UNESCO will be established and cooperation with the International Council of Museums will be established.

Source: uzbektourism.uz