ISLAMABAD, November 2. /Dunyo IA/. The International Silk Route Festival 2026 was held in the Pakistani capital, showcasing Uzbekistan’s tourism potential, reports Dunyo IA correspondent.

The official opening ceremony was attended by Sardar Yasir Ilyas Khan, Adviser to the Prime Minister of Pakistan on Tourism; Aftab Ur Rehman Rana, Managing Director of the Pakistan Tourism Development Corporation; heads of tourism authorities from Sri Lanka and Malaysia; members of the diplomatic corps; local and international travel companies; representatives of the hospitality industry; media outlets; and members of the public.

The national pavilion featured Uzbekistan’s historical, pilgrimage, and modern tourism opportunities. It highlighted the country’s potential for religious, cultural, gastronomic, medical, business, and MICE tourism, as well as its developed tourism infrastructure, modern services, and diverse destinations. Videos showcasing the country’s tourism opportunities, historical and cultural landmarks, and facilities for international visitors were screened on a large display.

Uzbek diplomats also delivered presentations on the country’s tourism potential, highlighting its rich cultural heritage, opportunities for ecotourism and pilgrimage tourism, and ongoing projects to develop hotel and tourism infrastructure.

It was noted that Uzbekistan Airways and Centrum Air operate nine direct flights per week between Uzbekistan and Pakistan, while efforts to expand the route network and provide more convenient connections and services are ongoing.

The event also featured B2B meetings with leading travel operators, investors, and media representatives from Pakistan and other countries.

Sardar Yasir Ilyas Khan, Adviser to the Prime Minister of Pakistan on Tourism, visited the Uzbekistan pavilion. He praised the country’s tourism potential and the efforts undertaken by its leadership to attract international visitors.

“It would be beneficial for us in every respect to study Uzbekistan’s experience in turning tourism into a driver of economic growth,” the Pakistani Prime Minister’s adviser said. “In particular, Uzbekistan is actively working to attract tourists from Pakistan. Over the past two years, visa procedures for Pakistani citizens have been simplified, and direct flights to Islamabad, Lahore, and Karachi have been launched. The Embassy of Uzbekistan regularly organizes promotional events across Pakistan. We are establishing a special working group comprising representatives of the Pakistani government and private sector to study Uzbekistan’s experience and expand cooperation in tourism.”

On the second day of the forum, a diplomatic dialogue session titled “Tourism, Trade and Investment along the Silk Road” was held. Ambassador of Uzbekistan Alisher Tukhtaev provided a detailed overview of the reforms aimed at developing the tourism sector and measures to enhance the country’s tourism appeal. He emphasized that the time had come to translate the historical and cultural affinity, shared heritage, and longstanding friendship between the peoples of Uzbekistan and Pakistan into practical cooperation in tourism, trade, investment, and regional connectivity.

The head of the diplomatic mission also highlighted the modern urban infrastructure being developed under the New Tashkent project and the new opportunities it offers for business and investment. He called on Pakistani companies and investors to take an active part in tourism, infrastructure, and other promising projects.