Uzbekistan promotes its tourism potential in Malaysia
The international workshop and exhibition HUITM – Umrah Plus International Travel Market & Exhibition 2026 in Kuala Lumpur showcased Uzbekistan’s tourism potential and the opportunities of the Umrah + Uzbekistan destination.
The event was organized by the Tourism Committee in cooperation with the Association of Umrah Pilgrimage Travel Agencies of Uzbekistan, the Embassy of Uzbekistan in Malaysia, and several local tourism organizations. The platform brought together representatives of the tourism industries of the two countries to build business contacts and discuss prospects for cooperation.
About ten travel companies and hotels from Uzbekistan, specializing primarily in pilgrimage tourism, participated in the exhibition. During the event, they held B2B meetings with more than 30 travel companies from Malaysia and other countries.
The participants were presented with Uzbekistan’s tourism opportunities, including a rich historical and cultural heritage, Islamic cultural sites, and modern tourist infrastructure. Combined routes that included Umrah in Saudi Arabia followed by visits to Uzbekistan as part of pilgrimage and cultural tours aroused particular interest.
Following the negotiations, preliminary agreements were reached to attract more than 2,000 Malaysian tourists to Uzbekistan in the first stage. The parties also discussed developing joint tourism products, expanding tourist exchange, and developing cooperation in pilgrimage tourism.
As noted, participation in the exhibition helps strengthen Uzbekistan’s position in Southeast Asia’s tourism market, increase the country’s recognition as an attractive international destination, and expand exports of tourism services.
Aziza Alimova, UzA
