Uzbekistan Strengthens Position in China and Hong Kong Tourism Market

Tashkent, Uzbekistan (UzDaily.com) — Uzbekistan has significant potential to become one of the most sought-after travel destinations for tourists from China and Hong Kong, according to Sunny Ip, head of the tourism holding company Goldjoy Group, who assessed the prospects for expanding tourism ties between Central Asia and the major markets of East Asia.

In his view, interest in Central Asia is gradually moving beyond a niche group of experienced travelers and becoming part of a broader trend in the global tourism market. Modern tourists are increasingly seeking unique destinations that offer not only well-known attractions but also authentic cultural experiences.

Statistics confirm the growing interest in Uzbekistan. More than 130,000 tourists from China visited the country in January–April 2026, an increase of 78% compared with the same period in 2024. The growth highlights Uzbekistan’s rising appeal among Asian travelers.

According to Sunny Ip, Uzbekistan’s historic cities of Samarkand, Bukhara and Khiva possess cultural heritage of global significance. However, for many tourists from East Asia, the country remains a relatively new destination, creating additional opportunities for further growth in visitor numbers.

The expert identified improved transport connectivity as one of the key factors for the sector’s development. At present, travel between Hong Kong and Tashkent requires transfers and takes considerable time. The launch of direct flights could significantly enhance the destination’s competitiveness and make Uzbekistan more accessible to a broader audience.

According to Ip, direct air links between Hong Kong and Tashkent would not only increase tourist arrivals but also serve as an important catalyst for business contacts, investment cooperation and stronger international ties.

At the same time, Tashkent has the potential to develop into a regional transport hub, facilitating onward travel across Central Asia, including Kazakhstan, Kyrgyzstan and Tajikistan.

Visa policy also plays an important role in the development of inbound tourism. Citizens of Hong Kong can currently stay in Uzbekistan visa-free for up to 10 days. According to Ip, extending the visa-free period would allow visitors to explore the country’s cultural and natural heritage in greater depth, including destinations beyond the main tourist centers, such as Karakalpakstan, Surkhandarya Region and the Fergana Valley.

The expert also highlighted the need to further raise awareness of Uzbekistan in the Chinese market.

Despite growing interest in the region, many residents of Hong Kong and mainland China still have limited knowledge of Central Asia’s tourism opportunities.

In this regard, the development of Chinese-language tourism services, the training of qualified specialists and the implementation of joint marketing campaigns to promote Uzbekistan’s tourism offerings are becoming increasingly important.

According to Sunny Ip, Uzbekistan has made significant progress in developing its tourism infrastructure in recent years. The country has expanded its hotel network, improved transport links between regions and introduced new tourist attractions and modern services for international visitors.

However, the expert stressed that infrastructure development should be accompanied by active international marketing efforts. Promoting the country in key Asian markets would significantly expand the pool of potential visitors and strengthen Uzbekistan’s recognition as a standalone tourism brand.

Sunny Ip believes Uzbekistan’s main competitive advantage lies in its unique combination of rich historical heritage, national traditions, world-renowned architectural monuments, vibrant culinary culture and high standards of hospitality.

According to him, it is this atmosphere of authenticity and the opportunity to experience the history of the Great Silk Road that make Uzbekistan particularly attractive to modern travelers seeking new experiences and cultural immersion.

The expert is convinced that, by maintaining the current pace of tourism infrastructure development, expanding air connectivity and strengthening international promotion, Uzbekistan can secure a strong position among the most sought-after cultural and heritage destinations for travelers from China and Hong Kong.

Today, the country possesses all the necessary prerequisites for further growth of its tourism sector and for strengthening its status as one of Central Asia’s leading tourism centers.