Uzbekistan’s tourism potential showcased in Islamabad

On October 24–25 of this year, the international festival “International Silk Route Festival – 2026” was held in Islamabad, the capital of Pakistan.

The festival’s grand opening ceremony was attended by Sardar Yasir Ilyas Khan, Adviser to the Prime Minister of Pakistan on Tourism; Aftab Ur Rehman Rana, Managing Director of the Pakistan Tourism Development Corporation; heads of tourism authorities from Sri Lanka and Malaysia; representatives of the diplomatic corps, local and international tourism companies, the hospitality industry, the media, and the general public.

The Embassy of Uzbekistan in Pakistan organized a national pavilion at the festival venue. Notably, during the festival, the Uzbekistan pavilion became one of the event’s most visited attractions.

The national pavilion showcased Uzbekistan’s historical, pilgrimage, and contemporary tourism opportunities. Visitors were introduced to the country’s potential in pilgrimage, cultural, gastronomic, medical, and business tourism, as well as MICE tourism. The exhibition also highlighted Uzbekistan’s well-developed tourism infrastructure, modern services, and diverse tourist destinations. A large screen displayed videos showcasing the country’s tourism opportunities, historical and cultural landmarks, and the comfortable conditions provided for international visitors.

In addition, Uzbek diplomats delivered presentations highlighting the country’s tourism potential. These presentations provided information about Uzbekistan’s rich cultural heritage, opportunities for ecotourism and pilgrimage tourism, and ongoing projects aimed at developing the hotel and tourism infrastructure.

It was noted that Uzbekistan Airways and Centrum Air operate nine direct flights per week between Uzbekistan and Pakistan. Efforts are also underway to expand the route network, improve transport connectivity, and provide high-quality services.

As part of the event, B2B meetings were held with representatives of leading tour operators, investors, and media organizations from Pakistan and other countries.

Sardar Yasir Ilyas Khan, Adviser to the Prime Minister of Pakistan on Tourism, visited the Uzbekistan pavilion. He highly praised the country’s tourism potential, as well as the efforts being undertaken by Uzbekistan’s leadership to attract international tourists.

“Studying Uzbekistan’s experience in transforming tourism into one of the key drivers of the economy would be highly beneficial for us in many respects,” the Pakistani Prime Minister’s adviser noted. “In particular, Uzbekistan is actively working to attract tourists from Pakistan as well. Over the past two years, visa procedures for Pakistani citizens have been simplified, and direct air connections with Islamabad, Lahore, and Karachi have been established. The Embassy of Uzbekistan regularly conducts promotional and informational activities in various regions of Pakistan. To study Uzbekistan’s experience and expand cooperation in tourism, we are forming a special working group comprising representatives of the Pakistani government and the private sector.”

On the second day of the forum, a diplomatic dialogue session entitled “Tourism, Trade and Investment along the Silk Road” was held. Addressing the session, Uzbekistan’s Ambassador Alisher Tukhtaev spoke in detail about the reforms being implemented to develop the country’s tourism sector and the measures being taken to enhance Uzbekistan’s appeal as a tourist destination. He emphasized that the time had come to translate the historical and cultural affinity between Uzbekistan and Pakistan, their shared heritage, and the longstanding friendly ties between their peoples into practical cooperation in tourism, trade, investment, and regional connectivity.

 The head of the diplomatic mission also highlighted the modern urban infrastructure being developed under the “New Tashkent” project and the new opportunities it offers for business and investment. He called on Pakistani companies and investors to take an active part in tourism, infrastructure, and other promising projects.

Notably, the Uzbekistan pavilion attracted considerable interest from Pakistani citizens and visitors to Islamabad throughout the two-day event. Magazines, brochures, leaflets, and other informational materials highlighting Uzbekistan’s tourism potential were distributed to visitors.