Gov’t to subsidize marketing costs for businesses attracting foreign tourists

Uzbekistan is stepping up its efforts to modernize its cultural landscape and bolster its tourism industry through a series of ambitious state initiatives. During a presentation on April 17, President Shavkat Mirziyoyev reviewed several projects aimed at transforming the country into a premier global destination, including a new financial incentive that will compensate businesses for up to 25% of their marketing expenses related to attracting foreign visitors.

Photo: Presidential Press Service

Under the proposed mechanism, the state will cover a quarter of promotion costs aimed at international travelers, with a cap of UZS 500 million. The government also plans to provide incentives for private entrepreneurs who establish consistent cultural and theatrical programs for tourists. To ensure high service standards, practical training courses led by domestic and international hospitality experts will be organized across the country.

The cultural sector is set for a massive overhaul, with more than UZS 1 trillion earmarked for investment through 2030. A central component of this strategy is the phased transformation of 839 cultural centers across the republic. These centers will be modernized and opened to private sector participation to increase their appeal. Additionally, the president highlighted a major archaeological project in Samarkand – the construction of a new Silk Road Museum on a 9-hectare site. This facility will house over 6,000 unique exhibits and include research centers, a children's academy, and a 160-seat auditorium.

The surge in tourism activity this year provides a strong foundation for these plans. Since the start of 2026, approximately 3 million tourists have visited Uzbekistan, representing a 37% increase compared to the previous year. Export of tourism services has jumped by 48%, reaching $1.1 billion. Looking forward, the government has set a target of 12 million tourists for 2026 and aims to attract 20 million foreign visitors annually by 2030.

To support this influx, infrastructure development will be managed through specialized project management offices. Plans for 2026–2027 include the implementation of 31 master plans, the creation of 40,000 new jobs, and an increase in the number of accommodation facilities to 8,250. The number of designated "tourist villages" and neighborhoods is also expected to reach 84.

President Mirziyoyev emphasized the need for a digital shift, urging officials to expand national content in the media space and utilize artificial intelligence to build a comprehensive database of Uzbek culture. Support for the arts will extend to the youth as well, with specific measures approved to assist the Youth Symphony Orchestra of Andijan and the Tumor dance ensemble. Furthermore, a new system of preferential loans and grants will be introduced to support non-state theaters and cultural organizations, ensuring a diverse and vibrant creative economy.