Tashkent, Uzbekistan (UzDaily.com) -- Uzbekistan is known throughout the world for its pearls of the East such as Samarkand, Bukhara, Termez, Shahrisabz, Kokand, etc. Khiva is one of the oldest centers of human civilization and attracts thousands of tourists from all over the world.

In this regard, in order to further develop and improve the utilization of the tourist potential of Khorezm region, to create the most favorable conditions for the wide familiarization of foreign tourists with the unique historical, cultural and architectural heritage of the region, Khorezm travel companies held a number of meetings with leading organizations of the tourism industry in Malaysia.

During the negotiations with the Malaysian Association of Travel Companies and Tour Operators (MATTA), issues of promoting the tourism potential of Uzbekistan in the direction of Ziyorat Tourism among Malaysian citizens were discussed.

In particular, specific agreements were reached regarding the organization of a study tour for leading travel companies and media representatives of Malaysia at the end of March 2019, as well as the participation of representatives of the tourism industry of Khorezm region in the tourism fair "MATTA TRAVEL MART 2019" in Kuala Lumpur on 18 March 2019.

The Malaysian Association of Travel Companies and Travel Agents (MATTA) was established in 1975 and unites 3,100 Malaysian travel agencies and companies. MATTA has offices in all states and federal territories of Malaysia.

The vice-president of the association, Cynthia Tan Bi Sim, noted the need to develop bilateral cooperation in tourism and to establish cooperation between the Department of Tourism Development of Khorezm Region and MATTA in order to work out well-coordinated work among travel companies of Uzbekistan to enter the Malaysia market, as well as their participation international tourism exhibitions and fairs held in the territory of the host country. Following the meeting, an agreement on mutual cooperation in this area was signed between the two departments.

During the meeting with Rosna Mustafa, Deputy Director of the Malaysian Tourism Development Board (Tourism Development Board of Malaysia), a presentation of the tourist potential and cultural and historical heritage of Uzbekistan was organized.

The Malaysia Tourism Development Council was established in 1972 and is a structural unit of the Ministry of Culture, Art and Tourism of the host country. The main purpose of the Council is the development of the tourism industry as one of the priorities of the socio-economic development of the country.

The special interest of the Malaysian side is due to the growing perspective of cooperation with Uzbekistan in the sphere of religious, gastronomic, ecological and winter tourism. The issues of cooperation with leading travel companies of the country, specializing in organizing tourist trips to the holy places and Islamic landmarks of Uzbekistan, including Khorezm region for Malaysians, were also discussed.

The Malaysian side stressed the need to strengthen information and advertising work in order to broadly inform the Malaysian public about the tourism potential and cultural and historical heritage of Khorezm.

Following the talks, an agreement was reached on organizing the visit of major businessmen and potential investors to Khorezm region in order to familiarize themselves with promising investment projects in the region, as well as courses and seminars for travel agents, guides and other representatives of Khorezm tourism industry.

Uzbek-based company Expert Navigator signed contracts of cooperation in international tourism with the Malaysian POTO Travel & Tours (M) Sdn. Bhd., Best Holidays Tour (M) Sdn. Bhd. and YB Priorities Sdn. Bhd.  In particular, the sides agreed to exchange tourist groups, as well as provide the Malaysian side of comprehensive services during their stay in Khorezm region.

At the same time, during the visit of the Uzbek delegation in order to “promote” Khorezm region as a unique destination for tourists from Malaysia and the entire region of Southeast Asia, an agreement was signed with the Malaysian media company Aquila Emas Sdn. Bhd. for filming a multi-feature film in the walls of the ancient city of Khiva.

Founded in 2005, Aquila Emas Sdn Bhd produces special commercials and films commissioned by television and radio companies in Malaysia, Singapore, Brunei, and Indonesia.

The feature film and tourist television series will be broadcast on one of the leading Malaysian TV channels TV2 in prime time. This channel, with an audience of more than 10 million, broadcasts in Malaysia, Singapore and Brunei.