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Policy Brief Policy Brief Fabrizio Vielmini, Karan Khurana CPRO Policy Brief 2020-09 cpro.wiut.uz Leveraging Cultural Tourism for socio- economic Development in Uzbekistan: Innovative Products and Services Key Messages historical and architectural sites, including several UNESCO World Heritage Sights.3. As the growth of tourism in the country is slowed by the COVID-19 pandemic, the sector could However, merely visiting heritage sites doesn’t create benefit from increasing people’s connections to wealth and development for communities and the their national, ethnic, and regional cultural heritage. country. Expats sometimes view that despite the rich This cultural connection allows people to link their heritage of the country, barriers to strengthening the heritage to livelihoods including products and tourism economy remain. From communication with events to support their households and contribute visitors, we learned that, apart from the major to the economy. historical cities of Samarkand and Bukhara, people’s After recovery from COVID-19, it will be more knowledge of the physical and cultural heritage in important that the public sector needs a Uzbekistan is limited. Developing this facet of coordinated, holistic approach for tourism to thrive. Uzbekistan’s history would increase country’s visibility National policies must grant local communities in the global tourist market and speed the recovery of decision-making authority to create tourism- the sector. The aim of this policy brief is to highlight sustained economies over the long-term. the range of cultural offerings and their potential links to specific economic sectors. The private sector, including community, national and international stakeholders, must drive tourism Categories of Cultural Tourism and with innovation and investment Their Applications for Branding Before the COV-19 crisis, Uzbekistan and Central Uzbekistan as a Destination Asia were on the rise as an international tourist Cultural Tourism Products: An effective mix of destination, showing strong potential for further culture and tourism results in many interrelated development under the common brand of the Great products often divided into two categories: tangible Silk Road1. The travel website Lonely Planet named and intangible. Tangible products include lodging and Uzbekistan a premiere travel region in the world for material services supporting tourism. Intangible 2020. This is attributable to significant, calculated products, on the other hand, are associated national government reforms, increasing accessibility over the heritage, history, traditions and other cultural aspects past two years. In 2018, the number of visitors to the driving tourists’ interest in an area. According to country doubled to 5.3 million with a further increase recent trends, intangibles have the greatest influence of 20% last year2. Uzbekistan has a rich cultural on tourists and their choices of destinations.4 When heritage, displaying untouched history with 7000 basic conditions of leisure are present, tourists begin to 1 https://worldbank.org/en/news/feature/2017/10/31/central-asia-tourism-a-driver-for-development 2 https://uzbektourism.uz/en/research; https://euractiv.com/section/central-asia/news/uzbekistan-announces-ambition-to-become-a-major-tourist- destination/ 3 Musaev, H. H. (2017). Tourism in Uzbekistan: opportunities and new challenges. European science review, (1-2), 264-267. 4 OECD (2009), ‘The Impact of Culture on Tourism’, Maastricht University, http://fasos.maastrichtuniversity.nl/profiles/Ev- ans/OECD_Tourism_Culture.pdf This Policy Brief is brought to you for free and open access by the Center for Policy Research and Outreach at Westminster International University in Tashkent. The views and claims expressed herein do not necessarily reflect the views of CPRO/WIUT CPRO Policy Brief 2020-03 look for symbolic value available within a given place, celebration and practice of such arts in the present-day often driven by ideas, events or famous people the interests both enthusiasts and academics alike, who place evokes.5 This suggests the importance of appreciate performing artists in local cultural events, designing the image and branding of the country and including festivals, storytelling, dance, and theater. regions since, “perception is the reality” influencing Such performances are filled with elaborate costume tourists’ choices. design and intricate decoration, many of which Following this line of thought, we suggest intangible celebrate regional identity and pride. The historic products for development below.6 Alisher Navoiy Theater (1929) houses the State Opera and Ballet and itself is an iconic landmark for Spiritual Tourism Uzbekistan satisfying tourist interests from both its Uzbekistan ranked 29th in the world on the Global architecture and performances. Another unique Muslim Travel Index in 2017.7 The country boasts theater, the Ilkholm (1976), promotes a range of avant- remarkable sites linked with the development of garde music and drama performances for the city. several world religions including Islam, Smaller venues, throughout the regions, highlighting Zoroastrianism, Buddhism and Christianity. music and performance. With stronger branding, these cultural centers will attract more visitors and boost The nation is home to medieval Sufi mansions in their reputations. They can become important stops Bukhara, the holy sheikh Bakhouddin Naqshbandi and along a diverse tourist route. the mausoleums of Al-Bukhari, Shakhi-Zinda and Rukhabad in Samarkand, all relevant to the global Eco-Tourism tourist market. Uzbekistan boasts a rich and diverse landscape mostly Buddhist monasteries in Fayaz-Tepe and Kara-Tepe, unknown to foreign tourists. A myriad of National local temples in Dalverzin-Tepe, and Zoroastrian Parks, rich in rare or unique flora and fauna and monuments in Ayaz-Kala, Toprak-Kala and Termez, relatively unexplored geological formations hold provide significant points of interest to attract spiritual untapped potential for growth. As noted by the United tourists from different faiths and beliefs. Nations World Tourism Organization (UNWTO), eco-tourism is a fast growing trend in international Art and Museums travel and holiday-making. The idea of eco-tourism The ex-soviet influence on the country has resulted in has already been used effectively to promote areas of a vibrant art scene with artists presenting remarkable the country to travelers interested in preserving natural creations linking traditional ideas with modern environments. For instance; the Stihia electronic music techniques. The country has 110 different museums. festival, organized in Moynaq, a former coastal city The Ministry of Culture and Sports of the Republic of along the Aral Sea, has brought identity and tourism to Uzbekistan supervises 98 of them, including branches an unknown location. Now an annual event, it attracts of the state museums. These include one of the most people who wish to view this environmental tragedy famous museums in Central Asia: the Savitsky and reach out to a global audience by raising awareness museum of Art in Nukus, housing the second largest of the results of people mismanaging natural 8 collection of Russian avant-garde material in the world. resources. The Art Gallery of Uzbekistan in Tashkent exhibits a Other developments in adventure tourism include a remarkable collection of pre and postindependence new ski resort built to European standards, Uzbek painters. It effectively displays art by regions, complementing existing infrastructure. Guide services highlighting places like Bukhara and its thriving arts for adventure tourists are increasing9 but continue to community during Soviet times. be informal, lacking certification, or training on skills Theater and Music needed to conduct effective and safe trips. The government of Uzbekistan has ambitiously promotes Central Asia is home to centuries-old musical eco-tourism to further boost skiing, sports and leisure traditions. Uzbekistan is densely steeped in a rich in resorts.10 heritage of music and performance. The continued 5 UNWTO (2018), “Tourism and Culture Synergies”. Madrid: World Tourism Organization 6 CAREC (2019), “Promoting Regional Tourism Cooperation under CAREC 2030. A Scoping Study”, Manila: Asian Development Bank; http://dx.doi.org/10.22617/TCS190047-2 7 https://crescentrating.com/reports/mastercard-crescentrating-global-muslim-travel-index-gmti-2017.html 8 http://stihia-festival.org/en 9 The increase is largely credited to national tourism operators who see this as a new market opportunity. 10 Sobirov, B. (2018). ‘The concept of the tourist economic zone. Case of Uzbekistan.’ World Scientific News, 98, 34-45. Center for Policy Research and Outreach 2 Textile and Lifestyle Products ritual objects or inspired by noteworthy historical Uzbekistan’s cultural riches produces an extensive figures such as Alexander the Great. Sale and variety of lifestyle products. The nation and its cultures promotion of such wares should revolve around the are found in the unique diverse designs of Uzbek products regional origins and direct connections with fabrics. For example, Khan-Atlas is on the UNESCO local identity. cultural heritage list, displaying regional pride through Gastronomy and Culinary Heritage ornaments typical of Central Asia’s nomadic peoples. The kitchen may be the heart of cultural tourism as, These motifs adorn the colorful embroidery of suzani for a tourist, food often represents the literal and tapestries, decorating
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