Uzbekistan - China: Mechanisms for attracting investment in tourism

In recent years, tourism cooperation between Uzbekistan and China has reached a new level - not only due to an increase in tourist flow, but also on the basis of a strategic investment partnership. Tourism has become one of the key bridges for deepening economic, cultural and people's ties between the two countries. In this process, mechanisms such as attracting investment, regional development and joint creation of new tourism products are effectively implemented.

In the first half of 2025, Uzbekistan with a national stand took part in the largest international tourism exhibitions in China: CSITE (Chengdu), GITF (Guangzhou) and ITE Hong Kong. More than 100 tourism entities from the regions of the country presented the rich tourism potential of Uzbekistan. For example, 40 thousand specialists from 55 countries took part in the GITF exhibition in Guangzhou, and about 60 thousand took part in ITE Hong Kong, which became an important marketing platform for Uzbekistan.

In addition, roadshows were held in 9 major cities of China - Chongqing, Beijing, Macau, Fuzhou, Shenzhen and others. within the framework of which joint tour packages “XUAR + Uzbekistan”, thematic routes such as “Adventures along the Silk Road”, as well as winter tourism destinations were widely promoted. These events facilitated B2B meetings with hundreds of leading travel companies in China, which resulted in the signing of more than 40 cooperation agreements.

On July 3, 2025, the international forum “Tourism on the Silk Road” (WTA Silk Road Dialogue) was held in Samarkand, which was attended by high-ranking representatives of the Chinese and international tourism community. During the forum, agreements were reached to deepen investment cooperation within the framework of the “XUAR + Uzbekistan” route, as well as to implement joint initiatives for promotion and investment at the provincial level. Particular attention was paid to the Arda Khiva tourist center in the city of Khiva, as well as the tangible and intangible heritage of Bukhara and Samarkand, which became the basis for the formation of tourist packages.

With the growing interest of Chinese tourists in Uzbekistan, the air infrastructure has also reached a new level. Since July 2025, three leading Chinese airlines - Air China, China Southern and China Eastern - began operating regular flights to Uzbekistan. For example, China Eastern launched flights on the Xi'an - Tashkent and Shanghai - Tashkent routes, and Air China launched flights on the Beijing - Tashkent route. Such changes in infrastructure create favorable conditions for both investors and tour operators.

It is important to note that in the first half of 2025, 16 tourism projects are being implemented in Uzbekistan with the participation of Chinese investors totaling $519.5 million. These investments are aimed at developing tourism infrastructure, hotel business, theme parks and joint tours. Such projects not only enrich the tourism product, but also contribute to the creation of jobs for the local population, as well as the diversification of the regional economy.

Today, tourism relations between Uzbekistan and China represent a wide-format cooperation, covering not only tourist flows, but also investments, infrastructure and technological exchange. Expanding the geography of exhibitions, holding high-level forums and launching new flights create opportunities to attract new investments from China to the tourism sector of Uzbekistan. This, in turn, lays a strong foundation for positioning the country not only as a destination for foreign tourists, but also as an attractive destination for investors.

Umid Shadiev,

Chairman of the Tourism Committee