Uzbekistan is actively promoting creative tourism as one of its top industries. This type of tourism involves visitors participating in craft workshops, gastronomic tours, and festivals. This approach not only improves the country’s international reputation, but also creates job opportunities, supports small businesses, and strengthens cultural diplomacy efforts. According to information presented at a press conference by the Agency of Information and Mass Communications, the Art and Culture Development Foundation, and the Tourism Committee of Uzbekistan, the country recently showcased a pavilion at the Venice Biennale called “A Matter of Radiance” which focused on modernism. This project was a natural continuation of efforts to preserve architectural heritage and garnered interest from the global art community. Additionally, the popular pavilion “The Garden of Knowledge” has been open since April at Expo 2025 in Osaka, showcasing a fusion of tradition and innovation through the use of craftsmanship, digital media, interactive art, and science. In August, global superstar Jennifer Lopez will perform for the first time in Uzbekistan, marking a significant musical event for the country. According to the ticketing platform www.iTicket.uz, 40% of the concert tickets have been purchased by attendees from 50 different countries. Experts believe that hosting such a large-scale event demonstrates the country’s openness, readiness for international projects, and recognition as a modern and safe nation with a developed cultural infrastructure. These foreign visitors also contribute to the growth of the national economy by promoting tourism, the hotel industry, transportation services, public catering, and the sale of souvenirs. The organization of these events also creates a steady demand for producers, technical teams, designers, marketers, and cultural sector managers. Muhayyo Toshqorayeva, UzA.
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