A Roadshow Highlighting Uzbekistan’s Tourism Potential and the “Uzbekistan Tourism Awards – 2026” Ceremony Held in Islamabad

As part of the “Uzbekistan Tourism Days” being held in Pakistan on the initiative of the Embassy of Uzbekistan, a tourism roadshow entitled “Uzbekistan: Where History Meets the Future” and the “Uzbekistan Tourism Awards – 2026” ceremony were held in Islamabad.

The event 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; representatives of tourism and airline companies, hotel management, business circles engaged in the tourism sector, as well as leading media outlets.

The event opened with remarks by Alisher Tukhtaev, Ambassador of Uzbekistan to Pakistan. In his address, he noted that friendly relations between the two brotherly nations, bound by a shared cultural and historical heritage, common values, and centuries-old civilizational ties, have in recent years reached the level of a strategic partnership.

Particular attention was given to Uzbekistan’s tourism potential, including the world-famous ancient cities of Samarkand, Bukhara, Khiva, Termez, and Kokand, as well as the Center of Islamic Civilization in Uzbekistan, the renewed Imam al-Bukhari complex and Arda Khiva complex, and modern infrastructure for pilgrimage, medical, gastronomic, educational, winter, and ecotourism.

Special emphasis was placed on the country’s opportunities in the field of MICE tourism.

The Ambassador invited representatives of the business community specializing in tourism to organize major corporate events in Tashkent and Samarkand and to develop new tourism programs combining such events with trips to Bukhara and Khiva.

Sardar Yasir Ilyas Khan, Adviser to the Prime Minister of Pakistan on Tourism, noted that the launch of direct and regular flights from Tashkent to Islamabad, Lahore, and Karachi demonstrates Uzbekistan’s systematic and practical approach to the development of the tourism sector. He expressed interest in studying Uzbekistan’s experience in this area.

“In order to study Uzbekistan’s experience, I am planning to personally attend the 31st Tashkent International Tourism Fair, which will be held in November this year under the theme ‘Tourism on the Silk Road,’” he said.

During the event, presentations were delivered by Hamid Mahmood, Uzbekistan’s Tourism Brand Ambassador in Pakistan, on the country’s tourism potential, while Uzbekistan Airways and Centrum Air presented opportunities available to Pakistani passengers and the incentives offered to tourism companies.

In the second part of the roadshow, 10 of the most active tourism companies were presented with the “Uzbekistan Tourism Award”, an initiative launched by the Embassy for the first time in recognition of their contribution to increasing the flow of Pakistani tourists to Uzbekistan.

The event concluded with a concert program featuring Uzbek traditional music and dance performances by the Ashula va Raqs Ensemble of the Ministry of Defence of Uzbekistan, presented for the guests.