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The year 2024 was a year of productive work, new horizons and remarkable achievements for the Association of Private Tourism Agencies of Uzbekistan (APTA). APTA organized many events, including working meetings, workshops, webinars, seminars and much more, strengthening the position of the tourism industry of Uzbekistan both within the country and in the international arena.

A special place in APTA activities was taken by a regional project implemented under the USAID Future Growth Initiative entitled “Increasing Sustainable Tourism Development Through the Introduction of Certification, the Use of Digital Tools and Cross-Border Cooperation”. This project proved to be an important step in strengthening the country's tourism industry, enhancing its international position and preparing for the introduction of innovative and sustainable practices in tourism management and promotion.

During the year 2024, APTA organized 72 events, including: APTA Networking Club meetings, seminars, business meetings, workshops, webinars, etc. The total number of representatives of the tourism industry who participated in the seminars amounted to 658 people, including: men - 305, women - 353, youth - 285 people.

APTA project “Increasing Sustainable Tourism Development Through the Introduction of Certification, the Use of Digital Tools and Cross-Border Cooperation” in numbers and achievements:

Holding training events and seminars

APTA activities in 2024 started with a series of educational events under the USAID Future Growth Initiative aimed at training specialists in the field of sustainable tourism. In particular, three-day seminars for consultants of sustainable tourism standards “Good Travel Seal” and “Travelife” were held in Tashkent. These seminars became an important part of the preparatory stage for the introduction of international standards of sustainable tourism at the national level.

Additionally, two-day seminars for tour operators and representatives of the hotel sector were organized to prepare for the certification of “Travelife” and “Good Travel Seal”. As a result of these courses, participants learned how to certify their services and gain access to international markets by following strict environmental and social standards for sustainable tourism.

In addition, the experts developed recommendations for representatives of the hospitality sector on how to get certified and implement the "Good Travel Seal" sustainable tourism certification.

Certification of sustainable tourism and participation of tour companies

One of the key achievements of the project was the certification of tour operators working in Uzbekistan. Within the framework of the project, six tour companies received international certification under the “Travelife” sustainable tourism program and the status of “Travelife Partner”. Among the certified companies are such well-known organizations as “Asia Adventures”, “Orient Voyages”, “Sezam Travel”, “Avrud”, “Mazzali Travel”, “Advantour”. All these companies have been certified, which indicates the high level of their services and commitment to sustainable tourism standards. Three more tour operators “Mumtoz Tour”, “Minzifa Travel” and “Sogda Tour” are in the process of certification and will receive certification as early as January 2025, which confirms the growing interest in sustainable practices among market participants.

Results: 1) Total number of beneficiaries: 27 (of which 17 women and 10 men). 2) Three local level consultants have been trained by international sustainable tourism consultants. 3) Nine tour operators were prepared for certification by international sustainable tourism consultants. 4) In hotels “Farovon Khiva Hotel”, “Wyndham Bukhara”, “Rano Eco Village” international and local consultants have conducted pre-certification assessment, further on the results of the assessment recommendations for implementation of international standards of “Good Travel Seal” certificate have been developed.

Classification of family guesthouses and regional development

An important area of the project was the classification of family guesthouses, which is an important step in improving the quality and accessibility of tourist services in different regions of the country. Seminars on classification of family guesthouses were conducted for representatives of CBT (Community-Based Tourism) in Kashkadarya, Fergana and Andijan regions. These activities were aimed at improving the quality of service in family guesthouses and training local entrepreneurs on the importance of classification as a tool to attract tourists.

As a result of this work, 62 family guesthouses in Tashkent, Andijan, Fergana and Kashkadarya regions were classified. In Bukhara and Khorezm regions, family guesthouses were also reclassified and assigned a new star category. These activities significantly improved the level of services provided and helped attract more tourists to these regions.

Results: 1) The total number of participants of the seminars was: 84 people (of which women - 31, men - 53, youth - 9); all participants were awarded certificates confirming their participation in the seminars. 2) The total number of family guesthouses that have been classified is: 62. 3) Of these, 14 were awarded with certificates confirming the fact that they received the star category.

Cooperation in the framework of cross-border tourism

One of the innovations of the project was the active development of cross-border tourism and cooperation between Central Asian countries. Within the framework of the component “Development and Promotion of Combined Tours of Central Asia” two webinars were held under the title “Cross-Border Stories. Itineraries in Central Asia Where Tourists Will See the World Through the Eyes of Locals”. These events brought together participants from Uzbekistan and other Central Asian countries, where listeners discussed opportunities for creating unique cross-border tourist routes that promote mutual exchange of experience and tourism development at the level of the whole region.

Also, in Tashkent a seminar called: “Ladies Workshop: Creating Unique Cross-Border Itineraries and the Secrets of Word of Mouth in Central Asia” was held. The event brought together 35 female professionals from the tourism industry who shared their knowledge and discussed how to develop new tourism products and attract attention to Central Asia as a tourism region.

As part of the same component, a number of methodological manuals aimed at developing cross-border tours and effective use of word of mouth were produced. These materials have become an important tool to further promote Central Asia as a unified tourist destination.

Results: 1) The total number of participants of webinars and seminar was: 56 (of which women - 47, men - 9, youth - 10). 2) The “Methodological Manual: How to Include Word of Mouth on a Cross-Border Tour?” with a number of copies of 100 was developed and published. 3) A brochure “Cross-Border Tours” was developed.

Development of digital technologies and SMM promotion

One of the most important tasks of the project was to introduce digital tools into the tourism sector. For this purpose, two-day seminars on SMM promotion for representatives of family guesthouses were organized in Bukhara, Samarkand and Khiva. These seminars were attended by 56 CBT representatives who were provided with knowledge and practical skills on how to effectively promote their services on social media and other digital platforms. This training was an important step in the digital transformation of the tourism sector and will help attract more tourists to the regions.

Training materials, presentations and two videos in Uzbek and Russian languages were also prepared, which can be utilized for further training in digital marketing and promotion of tourism services.

Results: 1) The total number of participants of the seminars amounted to: 57 people (of which women - 24, men - 33, youth - 23). 2) The developed materials (training program, 2 presentations, workbook, training video) provided the participants with all the necessary resources for effective training and implementation of digital marketing strategies.

Popularization of travel journalism and competition event

The project also intensified attention to travel journalism by organizing a contest for the best work in the field of travel journalism. Seminars on “Travel Journalism: Specifics of the Direction and Prospects of Development” were held for students and journalists in Tashkent, Bukhara and Dushanbe (Tajikistan). The prize-winning works showed a high level of skill and depth of perception of tourist sites. The winners of the contest received valuable prizes such as laptops and smartphones, which contributed to the further development of this direction.

Results: 1) The total number of participants was: 84 (of which women - 59, men - 25, youth - 79). 2) The results of the travel journalism contest were summarized by the jury committee. The best works in two nominations from Uzbekistan and Tajikistan participants were selected by voting: “the Best Travel Video” and “the Best Travel Article”. 3) Best video from Uzbekistan: Oybek Ostanov - “Mysterious Jade Lakes of Urungach” (watch video); best article from Uzbekistan: Dinara Shamukhamedova - “The Last Guardians of Tashkent” (read article); best video from Tajikistan: Andrey Ovcharenko (creative pseudonym Andrey Sokolov) - “Gissar Fortress” (watch video); best article from Tajikistan: Dilshod Tagoymurodov - “The Majestic and Mysterious Murghab” (read article). 

APTA Networking Club: Community of professionals

The project also actively developed APTA Networking Club, which became an important tool for creating a platform for communication and exchange of experience among tour operators, the hotel sector, as well as representatives of other tourism-related spheres. This initiative provided participants with a unique opportunity to network, share experiences and discuss current trends and challenges in the industry.

APTA Networking Club organized events in Fergana, Andijan and Bukhara regions, including round tables, working meetings and workshop. Such events helped to strengthen cooperation between tourism market players, create new partnerships and promote sustainable tourism practices at the regional level. In particular, the club supported small and medium-sized enterprises by providing them with a platform to discuss and address pressing issues with government officials.

Results: in Fergana, Andijan and Bukhara regions, APTA Networking Club played a key role in discussing pressing issues and shaping strategies for the development of the country's tourism industry.

Participants of the workshop held in Bukhara region under the title «How to Improve Work Efficiency and Avoid «Newbie» Mistakes» noted the high practical significance of the event and expressed gratitude to the organizers and speakers for the opportunity to gain valuable knowledge and advice that will help them avoid mistakes at the start of their career in the tourism industry.

Promoting the interests of tourism business

On June 3, 2024, President Shavkat Mirziyoyev chaired a video conference call to discuss measures to improve tourism infrastructure and increase the flow of foreign tourists. APTA's Chairperson Gulchekhra Israilova and APTA members attended the meeting. All the proposals made by the representatives of APTA members were supported by the President.

The meeting ended with the signing of Presidential Decree № 102 of July 18, 2024, aimed at comprehensive development of the tourism industry, increasing its attractiveness for foreign visitors and stimulating investment in the sector.

The main measures envisaged by the Decree include the creation of preferential conditions for tour operators, support for the international promotion of Uzbekistan as a tourist destination and the development of transportation infrastructure, including the launch of a unified online platform for purchasing tickets.

Results: 1) All proposals of APTA members were supported by the President and found their solution in the Presidential Decree “On Additional Measures to Improve the Tourist Infrastructure and Further Increase the Flow of Foreign Tourists to the Republic of Uzbekistan” (PD № 102 dated 18.07.2024) in points: 1. c), d), 11, 12. as well as in the PD Roadmap points №10, 24, 27, 32.  2) At the meeting, President Shavkat Mirziyoyev invited APTA to submit proposals on tourism development and problems hindering tourism development to the Administration on a monthly basis. 3) According to APTA Chairperson Gulchekhra Israilova was approved for the position of Deputy Chairperson of the Republican Kengash on tourism industry development, while the Prime Minister of the Republic of Uzbekistan Abdulla Nigmatovich Aripov was appointed as the Chairman of the Kengash. 4) You can read more about the Presidential Decree at the link. 5) More detailed information about the video conference call can be found at the following link.

International Tourism Exhibition in B2B Format “Tashkent Travel Mart-2024”

One of the largest events organized under the project was a two-day International Tourism Exhibition in B2B Format “Tashkent Travel Mart-2024” held on October 29-30, 2024. The exhibition brought together more than 66 international travel companies, including tour operators, representatives of the hotel industry, IT platforms and international partners. During the exhibition more than 2 thousand negotiations were held, as well as new trends and prospects of tourism development in Central Asia and abroad were considered.

An important event during the first day of the exhibition was the "TRAVELHUB Uzbekistan" conference, which brought together experts on digitalization and tourism from different countries, including the USA, Turkey, Israel, Russia, Uzbekistan and Croatia.

B2B business meetings were held on the second day of the exhibition. 66 participants from Central Asia, Egypt, UAE, Malaysia, Russia, Georgia, Turkey and other countries were able to negotiate with potential partners in a business atmosphere. The exhibition ended with a gala dinner with a rich cultural program.

This event became an important platform for sharing experience and concluding new agreements that will contribute to the further growth of Uzbekistan's tourism market.

Results: 1) 66 companies took part in the Exhibition. 2) The total number of negotiations amounted to more than 2000. 3) More than 1100 visitors attended the exhibition during two days.

International cooperation: APTA participation in a Study Tour

From November 3 to 14, 2024 APTA staff participated in a Study Tour to Greece. This intense event was an important step in studying international experience and developing new ideas for the development of domestic tourism in Uzbekistan.

The tour participants visited Athens, Nafplion, Thessaloniki, the islands of Santorini and Crete, as well as the picturesque Plastira Lake in the Thessaly Mountains. The program was structured to explore key aspects of the Greek tourism industry in as much depth as possible.

Several working meetings took place during the tour: in Athens with Bakolas Dimitris, President of European Profiles; in Plastira with representatives of the local administration; in Thessaloniki with Vasilis Gakis, Deputy Mayor for Tourism and Culture, and his advisors Alexandros Mandrinos and Yorgos Maspadelis; in Crete with representatives of the Heraklion Hotel Union, the Association of Travel Agencies and the Cretan Union of Small Hotels, including Nikolaos Fountoulakis and George Christodoulakis.

These meetings allowed to establish contacts and discuss the potential for cooperation between Uzbekistan and Greece.

Results: The Study Tour was an important milestone for the improvement of the tourism ecosystem in Uzbekistan. The knowledge gained and new contacts will help to develop domestic tourism, create competitive tourism products, improve service quality and implement sustainable practices.

Large-scale PR campaign of the project

Within the framework of the project a comprehensive PR campaign was conducted to cover all project activities on the official information resources of APTA and other media. The project PR campaign became an essential tool for distributing information about events and activities, strengthening the image of APTA and attracting new audiences. All the conducted activities contributed to increased interest in APTA activities and successful promotion of the project.

Results: 1) Total number of publications: 127. 2) Coverage: 1,623,861. 3) Total number of videos on promotion of the International Tourism Exhibition in B2B Format “Tashkent Travel Mart-2024”: 18. 4) Total number of videos to promote the project: 24.

Outcomes and perspectives

In 2024, APTA performance has played a key role in enhancing Uzbekistan's tourism industry. The implemented initiatives have not only contributed to increasing the professionalism of specialists and improving the quality of guest services, but also provided a solid boost to the digital transformation of tourism, popularization of travel journalism, development of cross-border cooperation and increasing the competitiveness of family guesthouses.

Such steps create a foundation for sustainable tourism growth, expecting not only a major growth in the flow of tourists, but also a deepening of international cooperation in Central Asia and globally.

APTA continues to look to the future with optimism, paving the path for new perspectives and opportunities for further development of the country's tourism industry.