STOCKHOLM, October 24. /Dunyo IA/.  Uzbekistan presented its national tourism stand at the “Senior Travel Show” international exhibition held in Stockholm, targeting active senior travellers, reports Dunyo IA correspondent.

Participation of the Uzbek delegation was organized by the Embassy in Sweden with the support of the National PR Centre under the Tourism Committee of the Republic of Uzbekistan.

At the national stand, visitors were introduced to the country's tourism potential, including the historic Silk Road cities of Samarkand, Bukhara, Khiva, and Tashkent, UNESCO World Heritage sites, as well as cultural, pilgrimage, gastronomic and ecological tourism destinations. Guests were presented with video materials, information brochures, and route maps in English, along with samples of national handicrafts.

Visitors showed particular interest in the visa-free regime for Swedish citizens, the high-speed rail connectivity between major tourism hubs, and the opportunities to combine comfortable travel with a rich cultural itinerary. Guests also inquired about the most suitable travel seasons, noting that they perceive Uzbekistan as a safe, welcoming, and yet still relatively undiscovered destination.

Additionally, a separate presentation on the tourism potential of Uzbekistan was held, organized jointly with Alexander Olin, Editor-in-Chief of the Swedish travel magazine “RESENÄREN” and a representative from the Uzbek tour operator “Avrud Tour”.

Participants received practical information regarding tourist routes, transport logistics, service standards, and travel costs, alongside the opportunity to establish direct contact with the tour operator. The audience raised questions concerning individual and group tours, with several expressing their intention to visit Uzbekistan during the upcoming tourism seasons.

Presentation also laid the groundwork for further coverage of Uzbekistan's tourism potential in the Swedish media.

According to Alexander Olin, participation in the “Senior Travel Show” allows Uzbekistan to be presented to one of the most affluent and mobile categories of Swedish travellers, who are interested in a profound engagement with the history and culture of other nations.

He noted that the appeal of Uzbekistan to the Swedish audience stems from the unique heritage of the Great Silk Road, preservation of cultural traditions, hospitality, safety and the opportunity to discover a destination that has not yet become mass market. In his view, the direct presence of the country in the Swedish tourism market is capable of strengthening its position as an attractive travel destination.