TEL AVIV, February 8. /Dunyo IA/. The International Mediterranean Tourism Market (IMTM) 2026, one of the largest tourism industry events in Israel and the Eastern Mediterranean region, was held in Tel Aviv, reports Dunyo IA correspondent.

The IMTM annually brings together national tourism administrations, airlines, tour operators, hotel chains, and resort complexes, providing an effective platform to promote countries’ tourism potential and foster international cooperation.

Uzbekistan was represented at IMTM 2026 by the Embassy of Uzbekistan in the State of Israel, the national airline Uzbekistan Airways, the Israeli travel company Asia Travel, and Uzbekistan’s tourism brand ambassador in Israel, Nissan Mushaev. They highlighted the country’s tourism opportunities, travel routes, and air connections between Uzbekistan and Israel.

The Uzbek music ensemble “Zvezda Vostoka” performed traditional dances to national songs, drawing lively interest and admiration from exhibition participants.

Uzbekistan’s participation attracted significant attention from Israeli tourism professionals. Omer Ben-Zeev, head of the Israeli tour company Kishrey Tarbut, emphasized the high potential of Uzbekistan as a tourist destination:

"Uzbekistan is a destination with enormous cultural and tourism potential. Its historic cities, rich Silk Road heritage, authentic cuisine, and hospitality make it very attractive for Israeli travellers. We are interested in developing cooperation and creating tourism products focused on Uzbekistan."

Israeli journalist and travel blogger Gili Mazza also shared her impressions:

"Uzbekistan is opening up to the world in a new way. It is a country that can surprise even seasoned travellers: the architecture of Samarkand and Bukhara, the atmosphere of Eastern bazaars, national cuisine, and genuine hospitality. I see strong interest from the Israeli audience in this destination."

Exhibition participants noted that direct and convenient flights between the two countries, combined with a variety of tourism products, create excellent conditions for increasing tourist exchanges between Uzbekistan and Israel.

During the exhibition, the Uzbekistan national stand was visited by over 3,000 people. Participation in IMTM 2026 helped strengthen Uzbekistan’s image as a promising tourist destination and expand business contacts with representatives of the tourism industry in Israel and other countries.