HAMBURG, December 26. /Dunyo IA/.  A ceremonial event titled “Uzbekistan - The Pearl of the Silk Road!” was held in Hamburg, showcasing the country’s rich tourism potential, emerging travel opportunities and newly developed tourist routes, reports Dunyo IA correspondent.

Officials from the Embassy of Uzbekistan briefed participants on ongoing reforms in the country’s tourism sector and the achievements realized to date. They highlighted Uzbekistan’s growing international recognition as an attractive and dynamically developing tourist destination. Notably, the United Nations World Tourism Organization (UNWTO) ranked Uzbekistan among the TOP-7 countries worldwide in terms of growth in international tourist arrivals between January and September 2025. Additionally, Uzbekistan was ranked first globally in the “Safety Perception Index 2023”, which surveyed 121 countries, underscoring the nation’s reputation as a safe and welcoming destination for travellers.

The event brought together representatives of the Hamburg Chamber of Commerce and Industry, leading travel companies and tour operators, members of the public interested in visiting Uzbekistan as well as faculty and staff from universities and cultural institutions, alongside members of the Uzbek diaspora.

Hamburg, Germany - Hanifah Soylu, prominent Uzbek-German lawyer, mediator, and politician from the Social Democratic Party (SPD) and representative of the association “CVJM zu Hamburg eV.”, delivered a welcoming address. She outlined plans for new projects in 2026 aimed at strengthening cooperation between Uzbekistan and Hamburg across the fields of economy, education, culture and tourism.

Isabelle Hansen is the Project Leader for Rallies and Special Trips at New Silk Road GmbH, a Hamburg‑based travel company that organizes long‑distance road trips (“Silk Road Rallyes”) along historic Silk Road routes. She appears in official New Silk Road materials connected with planning and promoting these road travel events. She emphasized Uzbekistan’s prominent place on these routes, highlighting the nation’s rich cultural and historical heritage, traditional arts and its unique hospitality. Hansen also noted Uzbekistan’s diverse culinary offerings, which add to the country’s appeal for international travellers.

The event’s honoured guest, Dr. Uta Schilling, Dr. phil., is a scholar with a background in Turkology and Iranian studies and an expert on Central Asian music traditions. She collaborates with the international percussion project “RITM‑X”, founded by percussionist Khayrullo Dadoboev, and participates in performances that blend world music and Central Asian rhythmic traditions. Public programs and cultural calendars list her involvement in “RITM‑X” concerts and events in Germany, shared her ensemble’s experiences visiting Tashkent, Bukhara and Samarkand earlier this year. She recounted their participation in the Bukhara Biennale and collaborative concerts with local artists, reflecting a deepening cultural exchange.

The inaugural Bukhara Biennale “Recipes for Broken Hearts” officially opened on September 5, 2025, in the historic city of Bukhara, Uzbekistan. Commissioned by the Uzbekistan Art and Culture Development Foundation and curated by Diana Campbell, the Biennale brings together artists, chefs, musicians and creative practitioners from Uzbekistan and around the world to present site‑specific works and performances across restored historic venues. The event is designed as an inclusive platform for artistic dialogue, cultural exchange and community engagement, featuring visual art, culinary activations, workshops, talks and performances throughout the city’s UNESCO‑listed heritage spaces.

Gerhard Birkl has been featured in official tourism promotional contexts in Europe, including events co‑organized by the Embassy of Uzbekistan and German tourism partners, where his role in promoting Uzbekistan tourism was recognized. However, there is no official source confirming a film titled “Welcome to Uzbekistan!” produced by him as an Uzbekistan tourism brand ambassador that was screened at such an event.

Stefan Matz, Director of International Investments at “Hamburg Invest”:

-  I have travelled to many countries around the world, but I have not yet visited Uzbekistan. After learning about the country’s scenic travel routes and watching the films presented at today’s event, I am convinced that Uzbekistan is a truly attractive destination for travellers. I was particularly impressed by the significant growth in international tourist arrivals in recent years. The topics of the presentations were very well selected, and the experiences shared by fellow travellers who have visited Uzbekistan inspired everyone to want to explore your country. I have personally decided to plan a trip to Uzbekistan next year.

I believe that hosting such a tourism-focused event in Hamburg was an excellent decision. Residents of Hamburg are enthusiastic travellers with considerable economic potential, and they are eager to discover new destinations. Events like this provide a valuable opportunity to learn about alternative, less traditional tourist regions.

Ella Reznik, representative of the travel company “UNIque Reisen GmbH & Co. KG”:

-  As a tourism specialist, I consider it extremely important to hold such events across all federal states of Germany, especially in major cities, since not everyone can travel to the capital to participate in similar gatherings. For tour operators, these events are particularly valuable as they provide opportunities to establish direct contacts and engage in face-to-face discussions. While information can be found online, it is at events like these that genuine interest in collaboration is fostered and trust is built.

Such meetings allow for direct communication with prospective partners, enabling the exchange of insights and experiences. I found the gastronomic offerings, live musical performances, and exhibitions of national applied arts and crafts especially captivating. Equally compelling were the accounts shared by German tourists, tour operators and participants of cultural trips to Uzbekistan, who recounted their firsthand experiences.

We eagerly anticipate developing partnerships with Uzbekistan and plan to organize familiarization trips for members of tourism associations. In the near future, we also aim to send a significant number of tourist groups to the country.

Mirko Novak is the director and chief executive of LUNO‑Group, a German logistics and trade company:

- Representatives of the Embassy briefed participants on Uzbekistan’s rich historical heritage and cultural values. The presence of former world boxing champion, Uzbek athlete Artur Grigoryan, generated particular interest among the guests. We also took the opportunity to discuss expanding joint events dedicated to Uzbekistan under the framework of the Uzbek-German Economic Association (UDWV), which will be registered in Hamburg in 2026. The presentation of Uzbek national cuisine added a special atmosphere to the evening.