Uzbekistan’s tourism potential showcased at MATTA Fair in Malaysia
Uzbekistan’s tourism potential is being showcased at the MATTA Fair international travel exhibition, held in Kuala Lumpur from September 4 to 6.
The country’s national stand has been organized by the Tourism Committee of the Republic of Uzbekistan and the National PR Center State Unitary Enterprise, with support from Uzbekistan’s diplomatic mission in Malaysia.
This year, the exhibition features 4,556 booths and is expected to draw about 100,000 visitors. Participants include tourism industry representatives from Türkiye, Kazakhstan, India, China, Taiwan, the Republic of Korea, Japan, the Philippines, Tanzania, Indonesia, Guam, China’s Henan Province, and the Japanese regions of Hokkaido and Tokyo.
Uzbekistan’s national stand showcases the country’s tourism industry, featuring Uzbekistan Airways, Tour Link, Central Asia Voyage, Ons Travels, Orient MICE, East Asia Point, and the Kashkadarya Region Tourism Department.
Pilgrimage tourism is a major focus of promotion. International visitors and tourism industry experts receive information about Uzbekistan’s Islamic heritage, sacred sites, historic cities, and pilgrimage spots. The MATTA Fair also highlights the “Umrah Plus” program, which combines pilgrimage travel with cultural, culinary, and other tourism routes.
During the MATTA Fair, Uzbek tour operators are holding B2B meetings with key Malaysian travel companies, industry associations, and international partners. They are exploring ways to expand bilateral cooperation, boost tourist arrivals to Uzbekistan, develop innovative tourism products, and promote these offerings in global markets.
Kashkadarya region’s tourism potential is a key focus. Regional representatives are showcasing the area’s rich history, cultural sites, natural attractions, and tourism routes to potential partners.
Visitors at the stand can explore Uzbekistan’s culture, traditions, national cuisine, and famous dishes. The plov presentation draws special attention and highlights the country’s culinary heritage and Uzbekistan’s hospitality traditions for exhibition visitors.
Aziza Alimova, UzA
