Central Asia attracts tourists – Kommersant FM

Uzbekistan has tuned in to Russian tourists. The country’s authorities expect to receive almost 1.5 million travelers from Russia this year. This is twice as much as it was in 2023; this plan is outlined in the decree of President Shavkat Mirziyoyev, RIA Novosti clarifies. The document also talks about the launch of an advertising campaign in major Russian cities, and a system of transport discounts will be introduced for tour operators that will attract clients in this direction.

However, experts doubt that Tashkent will be able to significantly increase the flow of tourists. Uzbekistan is an expensive destination and not suitable for a family holiday, says Sergei Romashkin, vice-president of the Association of Tour Operators of Russia:

“We estimate the results for 2023 at several hundred thousand travelers from Russia. The main points of attraction are Bukhara and Samarkand. The flow is growing, but Uzbekistan’s marketing activity on the Russian market is quite low; we do not see any extensive advertising campaigns. If the country really sets itself such large-scale goals, of course, they should be more active. People who are interested in the history of Asia and have probably already been everywhere go to Uzbekistan; this is for sophisticated tourists.

Tours cost between $600 and $800 for a week’s stay, including long transfers between attractions. Flights from Moscow to Tashkent and back in 2023 cost $400-500. That is, the minimum price of a package tour is $1-1.3 thousand, this is not a budget destination. There are relatively few tourists who are willing to spend that kind of money.

The forecast for the growth of tourist traffic for this year is plus 10-15% to the results of 2023. Any country can claim a certain number of tourists. Another thing is that sometimes these plans are not supported by the marketing efforts that are necessary.

Roughly speaking, every tourist attracted to a country costs money. For example, in the budget of Turkey, which is one of the leaders, including in beach and excursion tourism, the cost of attracting one foreign tourist is estimated at about €40-45, other countries are guided by approximately the same indicators. Therefore, if Kyrgyzstan, Kazakhstan or Uzbekistan want to attract foreign tourists, in particular Russian ones, they still must budget 4-4.5 thousand rubles. per person and use these funds correctly. I suspect that the marketing budget of Uzbekistan is tens or hundreds of times smaller; accordingly, there is no investment in advertising – the flow is not growing.”

Several years ago, a large-scale project for the restoration of cultural heritage sites was launched in Uzbekistan. Chinese specialists are hired for the work. Almost $10 million was allocated for the restoration of only two monuments in the Khiva fortress of Ichan-Kala (madrassah and Amir-Tura mosque).

President Mirziyoyev also ordered the reconstruction of traditional Uzbek bazaars; they should become the hallmark of the country. But the tourists themselves say that the remake only spoils the impression. It’s worth going to Uzbekistan for the special atmosphere of the ancient East, says experienced traveler Alevtina Tsukanova:

“I stayed in an old town with narrow streets, in an old Uzbek house, where pilaf is prepared in the courtyard in the morning. The doors there are always open, neighbors come to each other. I really liked the Acropolis near Bukhara. We rented bicycles and rode there along the cotton fields. But if the authorities develop the infrastructure and it becomes like everywhere else, I personally will not be interested.

I went there for something special. In Uzbekistan, by the way, there is a well-developed tourist police, which you can contact. The following situation happened to me: I signed up for a Bukhara bathhouse, and instead of the allotted hour, I was served in 15 minutes. Naturally, I complained where I should, and the issue was quickly resolved.

There is less officialdom there, you are not called to the police station, everyone knows each other. The police came, drank tea with us, talked to me, then the owner of the bathhouse arrived, simply gave me the money and said: “Aren’t you offended by us? Is the conflict over? And that’s it, he left. There are very, very special people there, kind, open, sincere.”

Russian tourists occupy fourth place among foreigners coming to Uzbekistan. The top three included travelers from Kazakhstan, Tajikistan and Kyrgyzstan. Russia, for its part, is trying to make the destination more accessible. For example, from mid-January 2024, Ural Airlines opened flights from Moscow, Yekaterinburg and Samara to several cities in Uzbekistan. Tour operators are recording high demand for short tours during the March holidays.

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Svetlana Belova