Perhaps best known for cultural tourism along the famed Silk Road, Uzbekistan is on the cusp of becoming a hot adventure travel destination; the ATTA is working with local leaders to develop a supply chain and infrastructure with sustainability as a top priority.
In June 2024, two representatives from the ATTA traveled to Uzbekistan to assess opportunities for sustainable adventure tourism development. This initial trip was part of a four-year USAID-funded Business Support Project, and the first step in partnering with the destination.
I recently had the chance to speak with the key leads on this project, ATTA’s Gustavo Timo and Russell Walters, about their experience, impressions, and predictions for the next few years. Here’s what they had to say about the current state of tourism and potential for Uzbekistan to develop a sustainable adventure travel industry.
Editor’s note: This conversation has been edited for clarity and length.
Tell me about Uzbekistan’s tourism industry – how is it well-positioned to develop adventure travel in particular?
Gustavo Timo (GT): One very important milestone in Uzbekistan is that until recently, the president had a strong hold on developing international relations and entrepreneurship. When new leadership took power in 2017, the country became more open internationally, which has led to a significant increase in foreign visitors and changed the tourism landscape. Since then, it has kind of boomed, and become a destination hub in Central Asia – especially within the five “Stans.”
Russell Walters (RW): Not surprisingly, for now tourism is mostly focused on the major cities on the Silk Road, where there are mosques, temples, and religious sites with an established tourism supply chain to support visitors coming from all over the world. But outside of the major routes, there are also world-class ceramics and textiles with master artisans eager to share their knowledge and experience.
GT: The current adventure travel offerings are primarily cultural attractions in Samarkand, Kiva, Bukhara – the three main Silk Road cities. Then the capital, Tashkent, also has a lot of business travel. So the landscape is a mix of cultural tourism and classic tourism.
RW: The rural areas are still largely undeveloped and unconnected from the major cities, so while many hamlets and small villages are keen to host adventure tourists, they lack experience and knowledge about how to integrate adventure travel itineraries, routes, and products into their offerings.
So it is in this context that ATTA is partnering with Palladium for a USAID-funded project to help develop this infrastructure. Can you share more about the purpose, goal, and ATTA’s role?
GT: This was the first step of a four-year project that the ATTA has in Uzbekistan – a USAID-funded Business Support Project (BSP). It has four main components: textiles, ICT (information communication and technology), green economy, and tourism. Our focus, of course, is on the tourism component.
RW: The purpose of this initial visit was to meet with a wide range of government officials and individuals from across the public and private sectors to learn about their successes, current challenges, and future needs. It was very hands-on, with a lot of time in rural areas to experience the open landscapes and interact with the people who live there. We visited six of Uzbekistan’s twelve regions (provinces) and the Republic of Karakalpakstan – an autonomous region in northwest Uzbekistan.
GT: A key priority for us was to listen and observe in order to understand the current situation through interacting with guides, tour operators, and communities. Then our role is to identify opportunities for improvement, recommend a roadmap for development, and suggest strategies and activities that match Uzbekistan’s current needs and supporting infrastructure for tourism. The goal is to develop a sustainable plan that avoids mass tourism, focusing instead on small groups and respectful interaction with local communities.
During your visit, was there anything that you learned that challenged your expectations going into this project, or going to Uzbekistan itself? In other words, what surprised you the most?
RW: A concept there that was foreign to us was the term “extreme tourism” – which is largely popular with the local domestic audience. It’s mostly high density attractions that include zip-lines, extensive rope bridges, restaurants, and music all packaged together in an almost overwhelming sensory experience. The concept of “adventure travel” as an active pastime incorporating nature and cultural elements was not largely understood.
GT: In Uzbekistan, there was this overarching understanding that being in Central Asia is an adventure in itself, and it has its own value because you are in such a different culture that has been mostly closed to Western influence. So just being in Central Asia, which has been very closed and is new to international travelers – that is viewed as an adventure. It’s very remote, and it’s very raw and authentic. Much of Uzbekistan has not adapted to travelers, so when you go, you need to be prepared to adapt to Uzbekistan.
What does the ATTA community need to know about Uzbekistan’s current offerings for travelers and how it is poised for growth? Beyond the Silk Road, what areas, activities, and what potential did you see?
RW: While there is a sophisticated travel trade community focused on the Silk Road cities, the rural regions are still quite undeveloped and largely unconnected. English isn’t very prevalent in the rural areas, so traveling with a guide or interpreter is important. There has been some investment in artisanal textiles and ceramics, and some ongoing work in preparing rural guest houses to receive tourists. There’s also vibrant interest from travelers who are interested in tours across this region of Central Asia, where Uzbekistan tends to be featured prominently.
GT: There are seven mountain ranges in Uzbekistan, and within them are charming villages with guest houses that welcome a small number of international travelers. These villages offer unique experiences and a variety of activities, from short to long hikes, seeing ancient petroglyphs, or summiting 4,000-meter peaks. The local guest houses are often run by women and families, so there are opportunities for developing community-based tourism, such as village life experiences, cooking classes, and craftsmanship workshops. Connecting these villages with the Silk Road destinations would enhance the overall experience for travelers.
Are there any challenges you can identify?
RW: From what we witnessed, it seems Uzbeks prefer to visit mountain towns and relax in nature with families or friends rather than participate in more active pastimes such as hiking and biking. This is slowly changing, and as it does, the development of hiking routes, connected trails, and active pursuits will surely be integrated into Uzbekistan’s tourism offerings.
Somewhat related, local guides are eager to share the rural landscape with visitors, but often lack experience in trip planning and safety experience. This is likely a place where the ATTA can be very helpful.
Given the geopolitical climate and seeing how tourism has slowed in eastern Europe and the Middle East – do you see that contributing to potentially faster growth in this region, in which Uzbekistan might gain even more traction than predicted over the next four years or so?
GT: Definitely. I think there is a huge shift in travelers' decision making and choosing to visit places they will feel safe. As word spreads about Uzbekistan's safety and affordability, tourism is likely to surge. This growth is already evident, with some tour operators seeing high demand and bookings extending into 2026. Many operators have their own teams on the ground, and there are 10-20 other suppliers on the ground who are ready for the international market.
The ATTA is grateful to USAID for its support and full funding to make this trip and four year- project possible.
