Uzbekistan presents new tourism brand in Paris
Uzbekistan showcased its revised international tourism strategy at IFTM Top Resa 2026 in Paris, where it was featured as the Guest of Honor Country.
The national delegation was led by Gayane Umerova, Head of the Department for Creative Economy and Tourism of the Presidential Administration and Chairperson of the Uzbekistan Art and Culture Development Foundation.
Uzbekistan’s main feature is its national pavilion, created exclusively for the exhibition. The design blends natural wood, traditional carvings, and decorative details with modern functionality. As envisioned by the organizers, the pavilion aims to showcase the country’s rich cultural history alongside its current vibrancy.
The pavilion combines business and cultural programs, serving as a venue for meetings between Uzbekistan’s tourism industry representatives and international tour operators, airlines, and hotel companies. Visitors can also explore the country’s traditions and culture.
“Today, it is important for Uzbekistan to shape an international image that reflects not only the richness of our heritage but also the processes underway here”, Gayane Umerova noted. “Culture and tourism are part of a single ecosystem: they help preserve local identity, support regional development, and create new opportunities for international cooperation. Our participation in IFTM Top Resa is an opportunity to present modern Uzbekistan as an open, dynamic country that remains deeply connected to its culture”.
The pavilion will function as a space for business meetings and exploring Uzbekistan’s culture, traditions, and unique identity. The revised concept and design will also be used for Uzbekistan’s national pavilions at other exhibitions.
Interest in Uzbekistan among French travelers continues to grow. In 2025, the country welcomed about 29,600 tourists from France. In the first five months of 2026, the figure reached nearly 15,000, a 1.3-fold increase over the same period last year.
IFTM Top Resa is one of Europe’s largest B2B platforms for the tourism industry. The exhibition was founded in Deauville in 1979 and has been held in Paris since 2008. This year, the organizers expect about 34,000 visitors.
Aziza Alimova, UzA
