In the contemporary world tourism, particularly active tourism has become one of the most dynamic and profitable sectors of the economy. Today the tourist industry of Uzbekistan is heavily represented by historical, informative and cultural tours to ancient cities of the country. However, a unique geographical landscape, climatic and environmental conditions, rich agriculture, as well as cultural diversity of regions allow developing active forms of tourism in the country.

Zaamin district of Jizzakh region (Zaamin) is one of the undervalued tourist destinations in Uzbekistan. Its majestic mountains, beautiful nature, clean and healthy air conceal significant potential to promote ecological, recreational and health-improving, cultural and sports tourism.

To give more impetus to the development of tourist and investment potential of Zaamin, UNDP "Local Governance Support: Participation and Partnership" Project is carrying out comprehensive work in this area in collaboration with the Cabinet of Ministers of Uzbekistan and provincial khokimiyat of Jizzakh region.

In particular, for the first time in Uzbekistan UNDP Project initiated the development of branding and marketing strategies of Zaamin, created an original logo, public service announcements and slogan in three languages. Financial and advisory assistance was rendered to create modern guesthouses with comfortable living conditions that meet the modern hotel business demands. The UNDP project trained guesthouse owners and guides-interpreters on key aspects of organization of reception and tourist services. It developed concrete investment proposals on construction of cafés, restaurants and entertainment facilities in Zaamin National Park.

Roadside signs and information posters were installed along the tourist routes. Informative handouts, souvenirs and other promotional materials are developed to raise the visibility and visual recognition of Zaamin tourist area.

Today Zaamin is widely promoted through recently launched web-site www.zaamin.uz and social network resources (facebook, twitter, etc.), while its great potential is demonstrated at international fairs.

Info tour participants learned about the work done by UNDP Project on the way to strengthen the tourist capacity of Zaamin, got familiarized with opportunities to develop sanitaria and health resorts here, as well as tourist sights and cultural heritages. They also visited "Grand Zaamin" mini-hotel, "Urazboy aka" and "Alisher aka" guesthouses, archaeological and natural monuments such as "Peshogor" cave, "Sherbulok" spring, ancient walnut tree, etc.

The info tour was followed by an open exchange of view, where tour operators, representatives of UNDP project and Khokimiyat of Zaamin district discussed the prospects of development of Zaamin tourist area, in particular “Zaamin” sanatorium, formulated constructive recommendations on how to address the issues, impeding the effective and full-fledged development of tourism in the region.

Tour operators emphasized that Zaamin is a new trend in the tourist business and the need to study its tourist potential is stipulated by the following factors: the region is located in the mid of main tourist routes “Samarqand - Tashkent” and has significant cultural, archeological and recreational resources to promote active types of tourism. According to the participants, one can include trekking and alpinism, speleological tours, hiking and horse riding, health-improving and agro-tourism into the list of possible tour-products.

In winter time it is very promising to develop the ski tourism here. It is worth noting that this year a 350-meter-long alpine skiing track for amateurs and beginners was constructed in "Zaamin” sanatorium. At the present time Zaamin is considering the establishment of partnership with Garmish-Partenkirhen, the world-renowned ski resort in Germany, to learn modern experience on development of winter tourism and assess its skiing tourism potential.

Participants also touched upon the issues, related to obtaining licenses by Zaamin guesthouses, registration of foreign tourists, entry and stay of visitors in Zaamin National Park, including payment terms, as well as preparation of Zaamin for the new tourist season. To thoroughly discuss the raised issues and identify concrete solutions to them, tour operators proposed to hold a workshop with the participation of representatives of the Parliament, Ministry of Agriculture and Water Resources, "Uzbektourism" National Company, State Committee for Environmental Protection, Federation of Trade Unions, Ecological Movement of Uzbekistan, UNDP, tour operators and other relevant agencies.

In the end, tour operators and media representatives expressed their willingness to inform tourists about the new opportunities of Zaamin, make joint efforts to widely disseminate tourist and investment potential of Zaamin, as well as contribute to the sharp increase in the number of visitors, including foreigners.