TASHKENT, July 1. /Dunyo IA/.   International information campaign of the Tourism Committee of Uzbekistan, implemented within the framework of the FIFA World Cup, secured a cumulative media audience reach exceeding 1.07 billion contacts, reports Dunyo IA correspondent.

According to the committee's data, campaign accompanied the participation of the national team of Uzbekistan in the World Cup matches and was aimed at promoting the tourism brand “Uzbekistan”.

The data obtained indicates that during the match days of the Uzbekistan national team, both the number of publications about the country in global media and the number of search queries such as “Visit Uzbekistan” “Travel Uzbekistan” and “Uzbekistan Tour” increased simultaneously. The most pronounced dynamics were recorded during matches against the national teams of Colombia and Portugal.

According to a study conducted by the Tourism Committee based on “Google Trends” data and monitoring systems, over the past weeks the number of search queries related to “Uzbekistan Colombia World Cup 2026” increased by 450%, overall interest in the query “Uzbekistan” grew by 40% and the number of searches related to “Tourism to Uzbekistan” increased by another 10%.

Materials about the country were published in more than 3,000 international media outlets and news aggregators, and total audience engagement exceeded 52 million interactions. Publications appeared not only in sports media but also in leading global political and news outlets, including BBC, ESPN, MSN, The Guardian, Fox News, Daily Mail, NDTV, VnExpress and other international media.

In addition to digital promotion, Tourism Committee organized offline activities in the World Cup host cities, including national tourism stands, official fan zones, cultural programs and presentations showcasing the tourism potential of the country.

One of the key initiatives was the establishment of a presentation platform at Hartsfield–Jackson Atlanta International Airport, where the international audience was introduced to the tourism routes, cultural heritage and investment opportunities within the tourism sector of Uzbekistan.

Tourism Committee emphasized that the executed campaign confirmed the efficiency of utilizing major international sporting events to promote the national tourism brand and cultivate sustained interest in Uzbekistan among potential tourists.

Photo by “NPR” portal