The great cities of the Silk Road have captivated travellers’ imaginations for centuries. Today, however, Uzbekistan is pursuing a far more ambitious goal than simply preserving its historic heritage. Backed by billions of dollars of investment, sweeping visa reforms and a drive to turn Tashkent into a regional aviation hub, the government sees tourism as one of the country’s most important economic growth engines and establishes Uzbekistan as the gateway to Central Asia and beyond.

The effort comes as visitor numbers are rising at one of the fastest rates in the region. From new hotels and tourism villages to airport expansions and specialised tourism products, policymakers are attempting to build an industry capable not only of attracting visitors to the ancient cities of the Silk Road, but of encouraging them to stay longer, spend more and view Uzbekistan as a destination rather than a stop along the way.

That ambition was on display at the Tashkent International Investment Forum (TIIF), where government officials, aviation executives and tourism specialists argued that tourism is increasingly viewed not simply as a source of visitors but as a catalyst for investment, job creation and regional development.

"Today tourism is not only one of the fastest-growing sectors of the economy, but also an important driver of investment, new jobs, regional development and international cooperation," Abdullaziz Akkulov, chairman of Uzbekistan's Tourism Committee, told delegates.

The discussion reflected a broader shift in official thinking. For decades, Uzbekistan's tourism offer rested primarily on the historical appeal of the legendary cities of Samarkand, Bukhara and Khiva. Today, policymakers increasingly see tourism as a strategic industry capable of attracting foreign capital, supporting infrastructure development and strengthening Uzbekistan's role as a bridge between Europe and Asia.

Tourism by the numbers

The figures suggest the government's strategy is gaining traction.

Uzbekistan welcomed approximately 8.2mn foreign visitors in 2024, up from 6.6mn a year earlier. According to tourism committee data reported by IntelliNews, growth has accelerated further in 2025 with foreign tourist arrivals rising by 48.2% year on year to 4.2mn visitors in the first five months of the year. By July, the total number of foreign visitors had reached 6.3mn, while leisure tourism alone accounted for almost one million arrivals in the first seven months of the year.

Akkulov stated during the TIIF panel that foreign arrivals increased by another 27%, to 5.5mn visitors, in the first five months of 2026. The government now aims to attract between 15mn and 20mn foreign tourists annually while generating as much as $15bn in tourism revenues. That is five-times more than the country used to earn from its main cotton cash crop in the early 90s shortly after independence.

Although tourism now accounts for around 3% of Uzbekistan's GDP, showing growth from previous years, the sector remains well below the global average of around 10%, highlighting both the progress already made and the substantial headroom room for further growth.

The rising numbers are being driven by both regional and international visitors. Neighbouring countries continue to dominate, with Kyrgyzstan, Kazakhstan and Tajikistan providing the largest numbers of tourists. However, arrivals from China, India, Turkey and South Korea are also growing rapidly as Uzbekistan expands its international marketing efforts and transport links.

Perhaps the most striking measure of progress is the increase in tourism exports. Akkulov noted that tourism service exports have grown from just $531mn in 2017 to approximately $8bn today. "Tourism is becoming an important driver of high growth in Uzbekistan," he said.

The reforms that changed everything

Akkulov repeatedly attributed this significant growth to the political reforms and changes instilled by President Shavkat Mirziyoyev. "What we lacked before 2016 was political will," he said. "Thanks to the openness policy pursued by our respected President, New Uzbekistan opened its doors widely to the international community."

Since Mirziyoyev came to power in 2016, the government has pursued a programme of economic liberalisation and international engagement that has fundamentally altered perceptions of the country abroad, with tourism becoming one of the most visible beneficiaries.

Part of this liberalisation and international engagement were the visa reforms the President installed. Since 2019, Uzbekistan has expanded visa-free access to citizens of over 65 countries, and simplified entry procedures for many more. Not only this, but a mutual visa-free regime with China was introduced and from the beginning of 2026, US citizens will also be able to enter Uzbekistan visa-free for up to 30 days.

At the same time, authorities have actively promoted Uzbekistan at international tourism exhibitions, roadshows and investment forums. Tourism has been designated a strategic development priority and integrated into broader efforts to attract foreign direct investment.

The wider investment environment has also improved. Uzbekistan attracted $34.6bn in investment in 2024, including $11.9bn in foreign direct investment, as reforms designed to reduce bureaucracy and improve the business climate continue to take effect.

The message from policymakers is clear: tourism is no longer being treated as a niche cultural sector but as part of a larger economic transformation.

Building the infrastructure

With the rapid increase in visitor numbers, an equally rapid investment in infrastructure was necessary. Over the last eight years Uzbekistan has invested approximately $6.5bn in tourism development adding around 130,000 hotel rooms, 20 tourist villages and financing new tourism facilities across the country.

Authorities have also offered direct incentives to investors, with hotel developers receiving more than $22mn in subsidies, while the number of internationally branded hotels operating in Uzbekistan grew to 30.

The government's plans extend well beyond the traditional Silk Road cities. Officials are promoting ecotourism, medical tourism, pilgrimage tourism and mountain tourism as part of efforts to diversify the country's tourism offer.

A new Unified National Tourism Platform is being introduced to digitise tourism services and management systems, as Uzbekistan is also emerging as a global tech hub, while a dedicated "Tourism along the Silk Road" office is expected to open in Samarkand.

The objective is to create an ecosystem capable of supporting sustained growth rather than relying solely on historical attractions.

Aviation becomes the cornerstone

Improving connectivity is a key element in tourism development and aviation played a central role in the session, with Mario Ebcim commercial sales director for Eurasia and India at Boeing Commercial Airplanes repeatedly emphasising the importance of the industry. "The most important instrument is aviation," he said.

Ebcim argued that the future of Uzbek tourism depends not on monuments but on connectivity. "This country should become the tourism centre of Central Asia," he said. "The new Tashkent airport will be the key to connecting the country with other destinations."

Situated at the crossroads of Europe, China, India and the Middle East, Uzbekistan's central position in the Eurasian landmass has encouraged policymakers to view aviation as a key tool in transforming Tashkent into a regional transit hub. Tashkent has gone from a Central Asian capital in the middle of nowhere, to a key waystation on the Middle Corridor that connects Asia to Europe, regaining the strategic importance it had a century ago.

"We are celebrating ten years since the Boeing 777 entered the Uzbek fleet," Ebcim noted, referring to the aircraft that opened direct links between Uzbekistan and New York.

The next phase of development is expected to focus on expanding international routes, modernising airport infrastructure and attracting new airlines. The government has just made its first major IPO of Uzbekistan National Investment Fund (UzNIF) in May on LSE and the national air carrier Uzbekistan Air is slated to be the next float in the near future. Ambitions plans are also being drawn up to massive expansion and Tashkent International Airport to compete with Istanbul as a transit hub connecting Asia and Europe. "More and more flights are connecting Tashkent with Europe and Asia," he said.

Yet the ambition extends beyond tourism. Aviation executives believe Uzbekistan could become an important cargo and logistics hub as well, supporting trade flows across Eurasia. "Tashkent is becoming a centre connecting major economic regions," Ebcim argued.

Selling the Uzbekistan story

Infrastructure alone will not be enough to attract millions of additional visitors, as the moderator of the panel Geordie Greig, Editor in Chief of the Independent, argued that Uzbekistan must also compete for global attention.

One of the most interesting discussions centred on the power of narrative and destination branding. Participants argued that Uzbekistan already possesses one of the world's most recognisable historical identities through the legendary Silk Road cities of Samarkand and Bukhara. "Many people fell in love with the idea of Samarkand and Bukhara long before they ever visited," Greig. "They never came here. They simply fell in love with the idea of these beautiful cities."

The challenge, Greig argued, is transforming that historical reputation into a modern tourism brand. "The challenge is how you take this natural landscape and turn it into a narrative," the panel heard.

The discussion highlighted the growing role of artificial intelligence, digital marketing and social media in tourism promotion. "We live in the age of AI," Lyudmila Antonovna Kuznetsova, General Director of the GEODATA PLYUS, noted. "A great deal can be done using AI to promote the country."

The government is already experimenting with new forms of tourism promotion, including film tourism initiatives designed to attract international productions and convert on-screen exposure into visitor growth.

Safety, perception and the next stage of growth

Despite the impressive statistics, Greig mentioned that international awareness of Uzbekistan remains limited. Many potential visitors, particularly those from long-haul markets, know little about the country and may still associate Central Asia with instability or remoteness. "Many people do not know Uzbekistan and may ask whether it is safe," Ebcim said.

His answer was unequivocal. "I do not think there is a place safer than Uzbekistan. You can walk down the street without worrying about anything."

Changing these perceptions is becoming a priority as authorities seek to move beyond regional tourism and attract larger numbers of visitors from Europe, North America and Asia.

The challenge is significant, but so is the opportunity. Uzbekistan is home to four UNESCO World Heritage sites, possesses a unique position at the crossroads of Asia and Europe, and is benefiting from an increasingly open investment environment.

For policymakers, tourism is no longer simply about showcasing historical monuments, it is about creating a modern service industry capable of generating export revenues, attracting foreign investment and supporting long-term economic diversification. By combining Silk Road heritage with modern airports, new infrastructure and an increasingly open economy, Uzbekistan is attempting to establish itself as both a destination and a hub.

In that sense, tourism has become a symbol of the country's wider transformation — and perhaps one of its most visible measures of success.