Shebs Alom
The air shimmered with British summer warmth, setting the tone for Halal Travel Network’s (HTN) guests to attend the Uzbekistan Embassy in London, where they hosted an spectacular in-person event. Hospitality is a huge part of Uzbekistan’s culture, and every guest was made to feel welcome by the embassy. The staff were so helpful, friendly, and they even let us enjoy the evening with our delicious meal after our cutoff point.
The radiant sunshine outside seemed to mirror the bright discussion point within, as people were brought into the room to see why the spotlight was on Uzbekistan’s rising profile as a top destination for halal-conscious travellers.
HTN hosted a hugely successful webinar on 12th June, joined by many from around the globe, tuning in to get a taste of what Uzbekistan could offer their businesses. Following on from that success, the 10th July in-person event was as inspiring as it was insightful, as one person told me during our dinner and networking session after the presentation that, “It was mesmerising”, followed by “I am ready to go tomorrow.”
A Gathering of Minds
I was the master of ceremonies for this event, which brought together some brilliant minds and voices. Sophie Ibbotson, the UK Tourism Ambassador for Uzbekistan, and Sevara Ibrokim, the Founder and CEO of Bukhari Creative Group, gave presentations that resonated with attendees eager to explore Uzbekistan’s diverse offerings. The guests also got insight from HTN’s Founder and CEO, Hafsa Gaher, on the ongoing progress of the network’s success.
Photographer and Videographer Leslie Latchman told me he found the presentations “great and exciting,” whilst adding, “I love how they fully own and lean into the Islamic heritage and narrative. I am looking forward to visiting one day.” Similar sentiments came from Amy Aed, a business owner and travel writer, and Mariam Amini, a renowned journalist.
Hafsa Gaher spoke first and updated the group on the growth of the Halal Travel Network, now active in 23 different countries, having recently passed 500 active members. She spoke about the benefits of collaboration and highlighted the Network's position in developing those new to halal tourism whilst also being ideally placed for more established companies looking to kick on and lead in the travel space. She encouraged attendees to use this time to make contacts and build working relationships, learning from each other and the speakers who had given their time to be there.
Unveiling Uzbekistan's Diverse Offerings
Uzbekistan's UK Tourism Ambassador Sophie Ibbotson giving a comprehensive presentation (photo: Shebs Alom)
Sophie Ibbotson's presentation built upon the core message for those who attended the June webinar within this in-person event, especially those who are halal-conscious travellers. Her message conveyed a compelling narrative of Uzbekistan’s rapid evolution as a tourism destination, moving beyond its revered Silk Road heritage to embrace broader appeal. Ibbotson emphasised the significance of its progress since 2018, which was halted by Covid for a few years, which otherwise would have seen it in an even better position.
Her presentation, rich with many personal insights, highlighted the iconic cities like Samarkand and her beloved Bukhara, which she hailed as the “most complete example of a medieval city in Central Asia.” During the Q&A, a question was asked about what tours to take and when during the year, to which Ibbotson replied, “High season is between April and May, and then September to early November. Uzbekistan gives you dry heat, so if tourists can bear this, then keep that in mind when you book a tour for them, because finding a top level English-speaking tour guide can prove ‘Like Gold Dust’ during the peak season.”
Attendees gripped by Ibbotson's presentation (photo: Shebs Alom)
She also unveiled to the audience that during the winter period, Uzbekistan is a great place, matching anywhere in the world for its winter sports, such as skiing, with resorts rivalling more established global standards. Even though Ibbotson did explain that it has been harder to market away from the classic tours as the aim is still to attract numbers, which significantly grew in 2024, if agents and tour operators could consider alternatives, such as the skiing, it will help the growth in sustainable tourism nationwide, and alleviate pressure on historic sites which may otherwise be at risk of overtourism.
Ibbotson also spoke beyond the cultural and new adventure offering and underscored Uzbekistan’s unique and evolving landscape for halal tourism, and explained the country’s deep-rooted Muslim majority population, infused with pre-Islamic ideas and marked by the legacy of the Soviet era, which creates a distinctive experience for halal-conscious travellers.
Bukhari Creative's Vision for Cross-Cultural Understanding
Sevara Ibrokim giving a brilliant presentation (photo: Shebs Alom)
Complementing Sophie Ibbotson’s vision, Sevara Ibrokhim, Founder and CEO of Bukhari Creative Group, gave a passionate presentation that showcased how her business is dedicated to promoting Central Asia's rich cultural and Islamic heritage. Her company, founded in 2021, integrates modern technology with traditional values to make historical and local narratives accessible to international audiences.
What was compelling is that her business is trying to achieve this through a diverse range of international creative projects, including art exhibitions, filmmaking, publications, and various research and innovative collaborations. She explained, “With this focus, we would like to create meaningful cross-cultural dialogues, highlighting the interconnectedness of Islamic arts and science.”
Ibrokim’s core message and work are a testament to her philosophy of showcasing Islamic heritage's inherent beauty but also its complexity, ultimately aiming to inspire a profound appreciation and understanding.
Together, both Ibbotson and Ibrokim painted a picture of Uzbekistan as a dynamic destination that is both profound in its past and vibrantly moving towards a diverse and inclusive future in tourism.
Networking Over Plov
Small and intimate group of people during the event (photo: Shebs Alom)
Once the presentation was over, our dinner and networking session started, and we all headed out into the embassy’s garden (where the weather was starting to cool) to try the national dish of Uzbekistan, plov. Plov is a rice dish with meat, and from talking to everyone there—barring three people, including myself—none had travelled to Uzbekistan, so it was their first try at the dish—they all gave it a thumbs up. This was complemented with delicious Samsa and manti, which resemble steamed dumplings.
Samsa, manti and plov, which guests found exquisite (photo: Shebs Alom)
As the evening drew in and the sun mellowed, the event concluded, leaving attendees with a greater understanding of Uzbekistan and its appeal as a destination poised for immense growth in halal tourism. HTN is keenly looking forward to the partnership with the Uzbek Tourism Board, and we are confident that our joint endeavours will significantly contribute to establishing Uzbekistan as a leading, welcoming hub for Muslim tourism on the global stage.
Stay Connected with the Halal Travel Network
Stay ahead—be the first to hear about our upcoming industry events, exclusive networking opportunities, and the latest halal tourism insights.
Don’t miss out—subscribe to our newsletter below for exclusive updates on the future of halal travel.
About the Author
Shebs Alom