The Global Tourism Forum 2025, which gathered leading figures from the tourism industry, international experts, and business representatives from more than 50 countries, served as one of the most significant international platforms for dialogue on the future of sustainable tourism, innovation, and cross-border cooperation in the post-pandemic era.
Ahead of the upcoming Global Tourism Forum meeting in Brussels, scheduled for 20–21 October, a ceremonial event was held under the theme “World Tourism Awards 2025: Honoring Global Excellence in Travel and Hospitality.” On that day, leading global companies in the tourism and hospitality industry gathered at the Royal Museums of Fine Arts of Belgium in Brussels to attend the ceremonial presentation of the 2025 World Tourism Awards.
Notably, Uzbekistan was awarded the title of “Best Cultural Tourism Destination” in the category of Destination Excellence and Top Travel Destinations, reflecting its growing prominence as a center of cultural heritage and world-class tourism experiences.
This year’s forum also welcomed prominent international participants such as Kubanychbek Omuraliyev, Secretary-General of the Organization of Turkic States (OTS); Sherif Fathi Attia, Minister of Tourism and Antiquities of Egypt; Umid Shadiev, Chairman of the Tourism Committee of Uzbekistan; Abulfaz Garayev, Former Minister of Culture and Tourism of Azerbaijan; Dimitris Avramopoulos, Member of the Hellenic Parliament and former EU Commissioner; Jean-Jacques Morin, Group Deputy CEO of Accor; Didier Mazenga Mukanzu, Minister of Tourism of the Democratic Republic of Congo; Shaikha Al Nowais, Secretary-General Elect of the United Nations Tourism; and Ozgul Ozkan Yavuz, Board Member of Turkish Airlines and former Deputy Minister of Culture and Tourism of Türkiye (2019–2023).
Umid Shadiev – Key Speaker of the Forum
Umid Shadiev, Chairman of the Tourism Committee of Uzbekistan, delivered a speech during the opening session of the Global Tourism Forum. He emphasized the necessity of transitioning toward sustainable tourism, noting that “sustainability is no longer an optional extra – it is a necessity for survival.”
He also highlighted that Uzbekistan cooperates with international organizations and platforms such as the Global Tourism Forum and UN Tourism to shape a more sustainable, inclusive, and innovative future.
Shadiev drew attention to the fact that Uzbekistan initiated the development of the International Code of Safe Tourism, in close cooperation with 50 countries under the UN Tourism Framework. As part of this initiative, a UN Tourism Thematic Office will be opened in Samarkand.
Uzbekistan: A Top Destination in the World
According to the World Economic Forum, between 2019 and 2024, Uzbekistan moved up 16 places (+7.8%) in the Travel & Tourism Development Index (Venkina, E., August 1, 2024). In 2024, Uzbekistan’s tourism industry welcomed 1.4 billion international travelers.
It is also recognized as one of the world’s safest destinations for tourists. Uzbekistan ranked 1st in the Safety Perception Index 2023, which includes 121 countries.
According to the World Tourism Forum Institute, Uzbekistan reached a historic milestone with over one million foreign visitors in April 2025. The institute reported:
“Over the past few years, Uzbekistan has transformed its tourism landscape. Infrastructure upgrades—such as new airports, modernized roads, and expanded hotel capacity—have significantly improved the visitor experience. These improvements, coupled with the expansion of visa-free travel to dozens of countries, have opened Uzbekistan’s doors to a wider international audience.”
The main Kazakh media outlet Kazinform titled one of its articles: “Uzbekistan’s Tourism Hits Record 8.6 Million in Nine Months.”
Tourism Strategy by President Shavkat Mirziyoyev
The Uzbek government is significantly boosting investment in its tourism industry following the unveiling of the “Uzbekistan 2030” strategy by President Shavkat Mirziyoyev in September 2023.
This comprehensive national roadmap outlines ambitious targets across multiple sectors, including a goal to attract 15 million international tourists by 2030—more than twice the 6.6 million visitors recorded in 2023—while domestic tourists could reach 50 million by 2030.
To achieve this goal, the country’s tourism infrastructure has been rapidly modernized in recent years. New international airports have been built, bringing their total number to 18. A new international airport is also planned in the Tashkent region, according to zamin.uz.
Among the key initiatives is the development of “tourism clusters,” which are integrated complexes designed to offer accommodation and a full range of services to travelers in a single location.
Why Visit Uzbekistan?
Why Visit Samarkand – The Most Beautiful Historical Capital in the World
Samarkand, the historical Uzbek capital, lies along the ancient Silk Road and is celebrated for its breathtaking architecture and vibrant bazaars. Beyond its turquoise domes and mosaic-covered madrasas lies a lesser-known legacy: a city that once stood at the forefront of global scientific advancement.
This city is recognized as one of the most beautiful and most visited destinations in Asia. It is not only a tourist hub but also the scientific capital of the Turkic-Muslim world.
Uzbek lands have hosted scientific centers such as Samarkand, Bukhara, and Khiva, where madrasas taught advanced knowledge compared to others (Абдуҳалимов, 2010). From the 9th century onwards, during the reigns of the Samanids, Karakhanids, Khwarezmshahs, and Timurids in the regions of Transoxiana and Khorasan, science—especially astronomy—began to develop rapidly.
In the 15th century, under a Timurid prince, the construction of Ulugh Beg’s Astronomical Observatory brought together the world’s greatest scientists and astronomers, who developed the Sultanian Tables, whose precision remained unmatched for two centuries.
Samarkand thus became a major center for astronomical studies. The Timurid governor, himself a learned astronomer, invited students to study and work there. The madrasa gained great prestige, with more than sixty astronomers active at its peak. Construction of the observatory began in 1424 and was completed five years later.
Why Visit Tashkent?
When we think of Uzbekistan, historic cities like Samarkand, Bukhara, or Khiva often come to mind. Nevertheless, Tashkent also leaves a lasting impression—it is a capital full of activities and attractions where one never gets bored.
From historical buildings and ancient remains to large shopping complexes, beautiful museums, and the great Tashkent Bazaar, the city has much to offer. Among the most fascinating places for tourists are the Uzbekistan State Museum of Applied Art and the Hazrati Imam Complex, an architectural monument dating from the 16th to 20th centuries, located in the Olmazor district.
This iconic historical and religious site is one of the most sacred and majestic jewels of Uzbekistan—a true treasure of Islamic architecture, offering peace and spirituality.
The city harmoniously combines modernity with remnants of the past. Visitors should explore its modern side—from the Tashkent TV Tower to Magic City, Independence Square, Tashkent City, Seoul Mun, and the city’s artistic metro stations—there are countless new attractions to see. For shopping lovers, Tashkent City Park offers an exceptional experience with numerous stores and entertainment options.
Finally, tourists must visit Besh Qozon. Uzbek cuisine is among the most delicious in the world, and Uzbek plov is recognized globally, even by UNESCO. No one can deny the flavor of Uzbek plov, and Besh Qozon is one of the most famous places in the city to try it—perhaps even worldwide. The restaurant offers a unique culinary experience where visitors can watch the pilaf being cooked in impressive cauldrons and taste various types of pilaf, along with traditional dishes like samsa and achik-chuchuk salad.
Why Visit Bukhara?
A Living Heritage
Nestled in the heart of Uzbekistan, Bukhara is more than just a historical city—it is an open-air museum, a crossroads of civilizations, and a gem of the Silk Road. With over 2,500 years of history, the city continues to captivate visitors.
During the Timurid era, Bukhara was a major scientific, literary, and cultural center of the Turkic-Muslim world, alongside Samarkand. The city’s architecture reflects the richness of its history and the empires that ruled it, from Emir Timur to the Karluk civilization.
Architectural Treasures
The monuments, madrasas, mosques, and minarets of Bukhara are internationally recognized and continue to attract global attention. The city has preserved its historical heritage remarkably well, making it one of the most beloved historical destinations.
Since the 9th century, Uzbeks have settled in Bukhara, and remnants of their architectural heritage can be found throughout the city. The Kalyan Minaret, built in 1127 under the Qarakhanids, stands 47 meters tall and is a symbol of the city. It has been a UNESCO World Heritage Site since 1993 and served both religious and defensive purposes.
Another significant monument is the Magoki Attar Mosque, dating back to the 12th century. It is considered the oldest surviving building in Bukhara. Before the first synagogue was built, Jews and Muslims prayed together in this mosque, symbolizing the city’s religious harmony.
In the 14th and 15th centuries, Bukhara flourished again under the Timurid dynasty. The construction of madrasas, mosques, and palaces thrived. The Ulugh Beg Madrasa, with its dominant blue tiles—Emir Timur’s favorite color—is a masterpiece of Timurid architecture and a UNESCO heritage site.
These madrasas were not only beautiful but also centers of science and culture during the Timurid Renaissance. According to E. Rtveladze, as cited by Sayfutdinov (2025), “The Ulugh Beg Madrasa was a major scientific center not only of Bukhara but of the entire Transoxiana.”
Conclusion
Uzbekistan’s recognition at the Global Tourism Forum 2025 marks not only a milestone for its tourism industry but also a reflection of the country’s broader transformation under visionary leadership and forward-looking policies. From the historic streets of Samarkand and Bukhara to the modern dynamism of Tashkent, Uzbekistan stands as a living bridge between past and future—where ancient heritage meets innovation and sustainable development.
The country’s growing international reputation as a safe, culturally rich, and welcoming destination demonstrates that tourism in Uzbekistan is one of the best in the world.
BIBLIOGRAPHY
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