Uzbekistan Named Best Cultural Tourism Destination for 2025 at Global Tourism Forum

Uzbekistan has been awarded the prestigious Best Cultural Tourism Destination title at the World Tourism Awards 2025, held during the Global Tourism Forum in Brussels, Belgium, on October 20–21, 2025. This accolade, presented at the Royal Museums of Fine Arts of Belgium, recognizes Uzbekistan’s extraordinary commitment to preserving its rich cultural heritage while pioneering innovative tourism initiatives, cementing its status as a global leader in cultural travel.

The Global Tourism Forum, attended by tourism ministers, industry leaders, and representatives from over 50 countries, celebrated excellence in sustainable and impactful tourism. Uzbekistan’s recognition in the “Destination Excellence and Top Travel Destinations” category highlights its unique ability to blend ancient Silk Road legacies with modern, visitor-centric developments. Iconic UNESCO World Heritage Sites—such as Samarkand’s Registan Square with its intricate turquoise-domed madrasas, Bukhara’s historic Po-i-Kalyan complex, and Khiva’s fortified Itchan Kala—offer travelers a window into the region’s Timurid and Islamic heritage. These treasures are complemented by vibrant contemporary projects, including the inaugural Bukhara Biennial, set for September 2025, and the forthcoming Centre for Islamic Civilisation in Tashkent, opening in summer 2025. These initiatives underscore Uzbekistan’s dedication to cultural preservation and global engagement.

Uzbekistan’s tourism sector is experiencing unprecedented growth. In April 2025, the country welcomed over one million international visitors, a record driven by streamlined e-visa policies, expanded direct flights from major global hubs, and high-profile events like the UNESCO General Conference in Samarkand. The nation’s ambitious “Year of Uzbekistan Tourism” campaign targets 11 million arrivals and $3.8 billion in tourism revenue by the end of 2025, with tailored marketing efforts in key markets such as the United States, China, and Europe. Investments in eco-friendly infrastructure, including sustainable hotels and community-based tourism in the Fergana Valley, further enhance Uzbekistan’s appeal as a responsible travel destination.

For travelers, Uzbekistan offers an unparalleled cultural experience. Visitors can explore the architectural splendor of Samarkand, savor traditional plov in Tashkent’s bustling teahouses, or discover artisan crafts like handwoven carpets and ceramics in the markets of Bukhara. The country’s warm hospitality and diverse landscapes—from the deserts of Khorezm to the mountains of Nurata—make it a must-visit for those seeking history, culture, and adventure.

This award positions Uzbekistan as a top destination for 2025, inviting travelers to immerse themselves in a living tapestry of tradition and innovation. Plan your Silk Road journey today and discover why Uzbekistan is the world’s premier cultural tourism destination.