Uzbekistan, a country renowned for its rich cultural heritage along the Silk Road, is poised to become a prime destination for adventure travel. The Adventure Travel Trade Association (ATTA) is actively working with local leaders to foster a sustainable adventure tourism infrastructure, transforming Uzbekistan into a new frontier for intrepid explorers.
In June 2024, representatives from ATTA embarked on a trip to Uzbekistan as part of a four-year USAID-funded Business Support Project. This initial visit aimed to assess opportunities for sustainable adventure tourism development and establish a partnership with the destination. I had the opportunity to speak with Gustavo Timo and Russell Walters from ATTA, who are spearheading this initiative. They shared valuable insights on Uzbekistan’s tourism landscape and the potential for developing a sustainable adventure travel industry in the region.
“Uzbekistan has witnessed a significant shift in its tourism industry since 2017, when new leadership opened the country to international relations and entrepreneurship,” stated Gustavo Timo. This shift has led to a surge in foreign visitors, positioning Uzbekistan as a pivotal hub in Central Asia, particularly among the five “Stans.”
“While tourism in Uzbekistan is currently concentrated in the major Silk Road cities like Samarkand, Khiva, and Bukhara, which are well-equipped to cater to cultural tourists, there is a wealth of cultural treasures beyond these cities, such as world-class ceramics and textiles, that remain largely untapped by the tourism industry,” noted Russell Walters.
The adventure travel offerings in Uzbekistan are predominantly cultural, focusing on the Silk Road cities and the capital, Tashkent, which also attracts business travelers. However, the rural areas, while eager to host adventure tourists, lack the experience and infrastructure needed to seamlessly integrate adventure travel products into their offerings.
The ATTA’s visit marked the beginning of a four-year project under the USAID-funded Business Support Project (BSP). The project focuses on textiles, ICT (information communication and technology), green economy, and tourism, with ATTA leading the tourism component.
“The purpose of our visit was to engage with government officials and stakeholders from both the public and private sectors,” said Walters. “We spent considerable time in rural areas, exploring the landscapes and interacting with local communities to understand their needs and challenges. We visited six of Uzbekistan’s twelve regions and the Republic of Karakalpakstan, an autonomous region in the northwest.”
The primary goal of the ATTA was to listen and observe, identifying opportunities for improvement and recommending a roadmap for sustainable tourism development. “We aim to create a tourism plan that prioritizes small groups and respectful interactions with local communities, steering clear of mass tourism,” Timo emphasized.
One surprising aspect was the local concept of “extreme tourism,” which is popular among domestic tourists. This involves high-density attractions like zip-lines and rope bridges, combined with entertainment elements. “The concept of ‘adventure travel’ as we understand it, with a focus on nature and cultural immersion, is not yet widely recognized,” Walters explained.
“In Uzbekistan, just being in Central Asia is considered an adventure due to its remote and raw nature,” said Timo. “The country is still relatively untouched by Western influences, making it an authentic and unique destination. Travelers must be prepared to adapt to the local environment, as much of Uzbekistan has not yet fully adapted to tourism.”
While the Silk Road cities have a well-established tourism industry, the rural areas remain underdeveloped and disconnected. English is not widely spoken in these regions, so traveling with a guide or interpreter is essential. There is growing interest in artisanal crafts, and some efforts are being made to prepare rural guest houses to welcome tourists. Uzbekistan is also becoming increasingly popular among travelers exploring Central Asia.
Uzbekistan is home to seven mountain ranges, with villages offering unique experiences like hiking, seeing ancient petroglyphs, and summiting peaks. Many of these guest houses are run by women and families, creating opportunities for community-based tourism. “Connecting these rural experiences with the Silk Road cities could significantly enhance the overall experience for travelers,” said Timo.
One challenge is that Uzbeks traditionally prefer to relax in nature rather than engage in active pursuits like hiking or biking. However, this is gradually changing, and as interest in these activities grows, we anticipate the development of hiking routes and other adventure offerings.
“Local guides are eager to share their landscapes with tourists but often lack experience in trip planning and safety,” said Timo. “This is an area where ATTA can provide valuable support.”
Given the current geopolitical climate, Uzbekistan’s safety and affordability make it an increasingly attractive destination. As word spreads, we expect tourism to surge, with some operators already seeing high demand and bookings extending into 2026. “With a strong foundation of local suppliers ready to cater to international tourists, Uzbekistan is well-positioned for rapid growth in the adventure travel sector,” Timo stated.
The ATTA is grateful to USAID for its support in making this trip and the four-year project possible.
