Farrukh Uralov on How Smart Investment Policy Is Transforming Tourism in Uzbekistan

According to the latest report from the European Bank for Reconstruction and Development (EBRD), Uzbekistan’s economy is currently showing one of the highest growth rates in Central Asia—6.7% annually. Tourism has been identified as a key driver of this growth, developing actively through new travel formats and infrastructure investments.

“In recent years, Uzbekistan has become an example of how smart investment policy can transform infrastructure and boost international travellers’ interest in the region,” Farrukh Uralov, Head of the Investment Attraction, Entrepreneurship Relations and Activity Coordination Department at Samarkand Region’s Tourism Administration, told Travelobiz.

Since 2018, under his leadership, the region has implemented over 185 investment projects, including the launch of Silk Road Samarkand, a modern international-level tourism centre combining hotels, cultural facilities, and infrastructure for business and cultural tourism. In 2024, Farrukh Uralov received the “Tourism Fidoiysi” badge, Uzbekistan’s highest award for contribution to the country’s tourism development.

We spoke with Farrukh about developing tourist villages and routes, implementing international standards, digital technologies and innovations, and how these measures strengthen the region’s image and make Samarkand’s tourism modern, comfortable, and attractive to guests from around the world.

Driving Growth Through Investment and Public-Private Partnerships

‣ Farrukh, you’ve successfully attracted $950 million in investments to Samarkand Region’s tourism sector. What makes the region so appealing to international investors, and how can this success be replicated across Uzbekistan?

One of the most important factors in implementing major projects is the growth in tourist flows, which directly impacts the region’s attractiveness to businesses. When investors see a steady stream of travellers, they understand their investments will generate returns.

Samarkand’s experience also shows that success is impossible without close cooperation between government and business. Combining resources, knowledge, and initiatives allows projects to be implemented comprehensively and with high quality, creating sustainable infrastructure and a unique tourism product.

This approach can be scaled across Uzbekistan: establishing regional investor support centres, implementing unified project management standards, and systematically developing tourism infrastructure will help other regions replicate Samarkand’s success and attract international investment while simultaneously developing the economy and strengthening the country’s image in the global tourism market.

Building a Modern Infrastructure for Global Events

‣ The government-business interaction model you’ve built has powerfully driven tourism development in the region: over the past 7 years, foreign tourist flows to Samarkand have increased fivefold. What made this growth possible?

First and foremost, we achieved dramatic infrastructure growth: the number of hotels and accommodations in the Samarkand Region increased more than elevenfold. Such massive expansion became a turning point—the market filled with competitive dynamics, where each hotel, hostel, or guesthouse began competing not only for clients but for quality.

Simultaneously, we created conditions for active business development: during this period, over 320 tour operators and travel agencies emerged in the region. This created a network of professional market participants who promote the region, develop new routes, attract partners, and strengthen interest in Uzbekistan on the international stage.

The emergence of world-class facilities played a crucial role. Projects like Hilton Garden Inn Samarkand and other 4- and 5-star hotels within the Silk Road Samarkand tourism centre set a new quality benchmark. International management standards, service, comfort, and event infrastructure established a standard that local hotels now aspire to reach.

‣ After launching Silk Road Samarkand, Samarkand received the title of World Tourism Capital and hosted the SCO Summit, the UNWTO General Assembly, and other high-level international events. What do organisers of such events expect from Samarkand?

They expect reliability above all in infrastructure, logistics, security, and service. They found all this in Silk Road Samarkand: the project combines a modern congress centre, premium international brand hotels, developed event infrastructure, and a complete tourism ecosystem. This provides confidence that the city can host delegations of heads of state, international organisations, and major business missions without compromising quality.

Additionally, Samarkand offers a unique atmosphere: the combination of ancient civilisation, cultural heritage, and modern architecture makes every event significant and memorable.

‣ This fall, you hosted the 43rd session of the UNESCO General Conference in Samarkand—held outside Paris for the first time. Why was Samarkand chosen to host the session?

The city had already demonstrated its capability to organise top-tier events flawlessly—from logistics to protocol. The urban environment is actively integrated with tourist routes and cultural programs, creating a holistic experience for guests and emphasising Samarkand’s status as a centre for cultural and business tourism.

But the crucial factor here wasn’t just infrastructure availability, but the city’s ability to provide a deep cultural context aligned with UNESCO’s values. Samarkand is a living open-air museum where World Heritage sites naturally coexist with modern spaces for dialogue and cooperation. This symbolic status reinforced the conference’s meaningful dimension, which holds great significance for UNESCO.

Promoting Sustainable and Innovative Tourism

‣ The tourist routes and thematic streets developed with your participation have become Samarkand’s calling card. Which projects would you consider the most striking and exemplary for promoting the region internationally?

Each project is unique in its own way, but I particularly highlight Orzu Makhmudov Gastronomic Street and Konigil Tourist Village. The gastronomic street attracts because it successfully combines tradition and modernity: over 30 restaurants and cafes offer not only national Uzbek dishes but cuisines from other countries. It’s a space where tourists can experience Samarkand’s multicultural atmosphere and appreciate service diversity at a high level.

Konigil Tourist Village preserves and popularises the region’s craft traditions. Here, guests can see how silk paper, ceramics, and other products are made, while local craftspeople gain opportunities to develop their skills and businesses. This project combines cultural heritage with modern tourism experience, and for me, this approach reflects the sustainable and authentic tourism strategy we’re developing in the region.

‣ Are you planning to certify Konigil and other tourist villages in the Samarkand Region, whose creation you oversaw, according to UNWTO international standards?

Yes, absolutely, we’re actively working on certifying Konigil Tourist Village according to UNWTO international standards. As part of preparations for the annual “Best Tourism Villages” competition, comprehensive organisational work is underway: UNWTO Chairman Zurab Pololikashvili personally visited Konigil and highly praised its tourism potential, unique local crafts, and opportunities for sustainable tourism.

We view this experience as an important benchmark and plan to gradually extend UNWTO standards to other tourist villages in the Samarkand Region to confirm their quality, increase attractiveness to international guests, and integrate the region into the global tourism market.

‣ You’ve participated in major tourism exhibitions in Asia, the US, and Europe. Which tourism innovations seemed most promising for implementation in the Samarkand Region and for regional tourism development overall?

Digital technologies have become an important part of tourism today: for example, artificial intelligence systems, AR and VR technologies, where guides and real-time navigation show historical sites as if you’re transported to that era. This creates an immersive effect and makes visiting attractions more engaging.

I also find solutions for personalised routes and tourist flow analysis promising—they help better plan infrastructure and services for guests. I think combining such technologies with Samarkand’s rich culture will make the region even more modern, interactive, and comfortable for tourists from around the world.