Exclusive: How Uzbekistan prepared to welcome UNESCO’s 43rd General Conference

In an exclusive interview with Travel Tomorrow, tourism chief Umid Shadiev reveals how months of preparation and diplomacy brought the UNESCO’s General Conference to Samarkand.

From 30 October to 13 November 2025, Samarkand will host UNESCO’s 43^rd General Conference in Samarkand, Uzbekistan, marking a global achievement for the country. This milestone is set to elevate Uzbekistan’s global tourism profile, showcasing its commitment to responsible tourism and sustainable growth.

Uzbekistan is no stranger to hosting high-profile events. In 2023, it hosted the General Assembly of the UNWTO, the UN Tourism’s global summit, where all member states meet every two years to set global tourism priorities and policies. This experience has paved the way for Samarkand to secure the UNESCO event, reinforcing its status as an international tourism hub.

The path to hosting UNESCO’s General Conference

In a exclusive interview with Travel Tomorrow, Umid Shadiev, Chairman of the Tourism Committee of the Republic of Uzbekistan, described the process. “It was a hard campaign,” he said. “The members didn’t know where they would go. It took a year and a half to answer all the questions about how this event is going to take place.”

For Shadiev, this is also a personal achievement that will boost Uzbekistan’s tourism economy. Known for the largest concentration of UNESCO sites in the region, Uzbekistan is set to welcome more than 5,000 guests in November 2025.

UNESCO’s teams inspected Samarkand’s facilities to ensure high-end facilities and sites. “These were technical moments during which we had to work together to succeed, and I think it was quite effective,” he noted.

Crafting a sustainable tourism model

Hosting global events and promoting tourism has many benefits. At the same time, it also raises serious concerns about overtourism and sustainability. To counter this issue, the country is diversifying its tourism offerings. “We’re developing adventure and agriculture tourism, as well as MICE tourism,” Shadiev explained. MICE tourism stands for Meetings, Incentives, Conferences, and Exhibitions, combining business and leisure opportunities.

To streamline the UNESCO conference, Uzbekistan partnered with UNESCO to create a booking platform for a smooth user experience. “Through a special code from UNESCO, the guest can show they are part of the delegation during the booking process,” further elaborated Shadiev.

Other actions undertaken include enhancing the transport connections within the country. “We’re working closely with the Ministry of Transportation to create additional flights and train routes to allow guests to travel freely,” underscored Shadiev.

Building infrastructure for global visitors

Uzbekistan is preparing for an influx of international tourists. To address this, the country is working on ensuring foreign bank card acceptance and having enough hotel capacity to welcome all tourists. There is a “special strategy for each destination” where people come from. This, according to Shadiev, is achieved by analyzing tourists’ movements and needs, further supporting foreign and local connections and infrastructure.

In the hospitality sector, the government is “encouraging entrepreneurs to invest in hotels,” said Shadiev. “For every room a four- or five-star hotel owner builds, they are reimbursed $6,000.” Compliance with sustainability regulations is mandatory, and projects are inspected before a portion of the investment is reimbursed.

Language barriers are also addressed. Tourism professionals can attend short programs at special institutions where they can learn languages and practical skills for the hospitality sector. “This year, we launched a new academy in partnership with UN Tourism. It offers short courses, providing certificates to tourism stakeholders and helps train professionals across the industry,” noted Shadiev.

A vision for 2030 and sustainable growth

Uzbekistan’s tourism enthusiasm does not end with hosting UNESCO’s General Conference. By 2030, the country plans to welcome 15 million tourists annually while preserving its UNESCO sites and natural beauty.

To manage visitor distribution, Uzbekistan is developing new ski resorts and agricultural experiences. Tourists are “interested in harvesting apples and grapes,” so providing this opportunity is something that will draw them to less crowded regions.

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But besides agricultural tourism, Shadiev shared that Uzbekistan is also working on creating good trade centers and malls where they “can showcase national artisan products.”

While being only five years away from achieving this goal, Shadiev shared the long-term vision, which highlights luxury tourism and greater UNESCO visibility.

As Samarkand prepares to host UNESCO’s 43^rd General Conference in 2026, Uzbekistan is becoming an increasingly popular tourism destination. By responsibly managing the influx of visitors, the challenges posed by overtourism can be transformed into opportunities for growth and sustainable development.