Uzbekistan Halal Tourism: Expert Views from Ambassador & Hotelier

As I stand transfixed by Bukhara’s towering Kalyan Minaret, its turquoise-tiled inscriptions telling centuries’ worth of stories, a sense of awe washes over me – not only for the minaret’s history but also for my own Islamic faith. I feel a moment of peace as a call to prayer reverberates around me. At its core, travel is about feelings and memories, and this moment of my own time in Uzbekistan, renowned for its ancient Silk Road and rich cultural heritage, reinforces its magnetic pull for me as it has for so many others.

Halal Travel Network (HTN) recently hosted an interactive webinar where businesses and individuals from all corners of the world joined to learn about what Uzbekistan has to offer in terms of halal tourism. Our guest speakers, Uzbekistan's UK Ambassador for Tourism, Sophie Ibbotson, and hotelier and former news anchor Timothy Go, provided the room with valuable insights into what to expect when tour operators book a trip for a halal-conscious traveller.

From Silk Road Staple to Diverse Destination

Registan Square at night (photo: Shebs Alom)

Uzbekistan has long been a destination that caters to Muslims, being a majority Muslim country, but in recent years, it has taken great strides to broaden its appeal while still retaining its identity. Sophie Ibbotson, who has served as Uzbekistan's ambassador for tourism for the past six years, highlights the remarkable journey of the country's tourism sector. "When I started this job in 2019, Uzbekistan had only just opened for tourism. It's been seriously developing since 2018, shortly after President Mirziyoyev came to power," she recalls.

She explained that initially, the tourism landscape was dominated by cultural tours centred on the UNESCO World Heritage Sites along the Silk Road: Samarkand, Bukhara, and Khiva. As Ibbotson notes, "This is the classic tour itinerary and the reason that Uzbekistan has been able to position itself as the archetypal Silk Road destination successfully." The classic tour serves as the visual emblem of Uzbekistan in travel brochures.

Samarkand, often dubbed 'the Paris of Uzbekistan,' holds a notable place. Ibbotson comments: "This is the one destination that all tourists want to see because of its famous architecture, because of its history, and because of the way that the idea of Samarkand has captured people's imagination.” 

She also added that its legendary status is intertwined with historical figures like Alexander the Great, Genghis Khan, and Timur, and its connections to the later Mughal Empire in India underscore its role as a true 'cultural melting pot’.

It's a beautiful sight to see Burkara at night (photo: Shebs Alom)

For Ibbotson, nothing comes close to Burkara as her beloved place out of the three cities, as she explains why. “My absolute favourite of these cities, though, is Bukhara, the second of the UNESCO sites, and it is by far and away the most complete example of a medieval city in Central Asia. So, whereas in Samarkand, you have phenomenal historic monuments surrounded by a modern city.”

She further commented by saying, “When you're in the heart of Bukhara, you can be wandering through this labyrinth of streets, along with monuments and shops, and people's houses all around you. You feel you're part of a living, breathing community.”

Khiva, the third of the great sites, with its 'Ichan Kala, the walled city,' is steeped in antiquity, with a legend even claiming its foundation by Shem i.e son of Nuh. This perfectly preserved, continuously restored UNESCO World Heritage site is a testament to Uzbekistan's illustrious past.

Unveiling Uzbekistan's Diverse Offerings

Memorial Complex of Memory of Repression Victims, Tashkent (photo: Shebs Alom)

However, it was clear during the webinar that Uzbekistan's tourism narrative is expanding beyond these iconic cultural strongholds. Having returned from my recent visit to the country and seen firsthand the expansion, Ibbotson reinforced to me as a listener that both the public and private sectors are committed to diversifying their offerings, which will enable the spread of economic benefits nationwide and attract a broader range of tourists whilst simultaneously easing pressure on historic sites which could be vulnerable to overtourism.

One surprising revelation, as Ibbotson points out, is Uzbekistan's burgeoning winter sports scene. "People often look at me very, very funnily when I say to them, not only can you ski in Uzbekistan, but in fact, it's some of the best skiing spots in the world. The new ski resort at Amirsoy, just an hour outside Tashkent, offers quality skiing that rivals that in Japan, with inexpensive lift passes and ski schools, and reliable snowfall throughout the season. This offers a compelling, climate-resilient alternative for winter enthusiasts,"

With three major ski resorts already in the Chimgan Mountains and plans for further upgrades and new developments, the adventure component of Uzbekistan's tourism is undoubtedly on the rise and something for halal-conscious travellers to get excited about.

Unearthing Authentic Encounters and a Flourishing Creative Scene

Plov is a national dish of Uzbekistan (photo: Shebs Alom)

Beyond the slopes, a growing interest in community-based tourism is facilitating authentic local experiences. Ibbotson was speaking to us from Karakalpakstan, an autonomous republic in northwestern Uzbekistan, highlighting this superb example of bottom-up tourism development. "Sentob, a member of the UN Tourism's best tourism villages programme, is a 'poster child' for these initiatives, whilst Hayat in the Nuratau Mountains is my personal favourite," she shared.

She explained further, "Here, visitors can participate in local life, from helping bake the bread... rolling the dough and cooking in the tandoor oven, to savouring meals prepared with fresh, local ingredients. These villages, easily accessible from Samarkand and Bukhara, offer a charming rural counterpoint to the high culture of the cities."

There was also an explanation from Ibbotson of the country's creative spirit flourishing. "Beyond its traditional handicrafts like textiles and ceramics, Uzbekistan boasts a fast-growing fashion scene, a film industry, music festivals, and some fabulous contemporary art. Recent events, such as Tashkent Fashion Week and Uzbek designers showcasing at the London Design Biennial, including a pop-up by Tashkent-based Teplo, underscore this vibrant cultural evolution.”

Khiva on the 'Go'

Kalta Minaret, Khiva (photo: Sophie Ibbotson)

Whilst Sophie Ibbotson painted a comprehensive picture, the webinar also featured insights from Timothy Go, a former news anchor and now a hotelier based in Khiva. His firsthand experience on the ground, witnessing the city's transformation and appeal, further underscored Uzbekistan's growing promise for travellers. 

Go, emphasised passionately, “If Samarkand is the 'Paris of Uzbekistan,' then Khiva is the 'fairy tale land,' especially its perfectly contained 'Ichankala,' the inner walled city and UNESCO World Heritage site.”

Khiva's appeal is growing rapidly. Once a city often missed by tour groups due to time constraints, it has seen a dramatic increase in visitors. "In 2024, the city received 4.5 million foreign and domestic visitors, and for this year, it's projected to receive 7 million foreign and domestic visitors,” Go stated. 

He continued on, “The growing number of comfortable hotels and direct flights from Urgench (the nearest major city with an international airport) to Istanbul are encouraging longer stays, transforming Khiva into a destination in its own right.”

Lazgi Festival with the locals in Khiva (photo: Sophie Ibbotson)

Go emphasises the incredibly welcoming nature of Khiva's locals. "They're very open, very friendly, and very eager to talk with our guests as well. This allows Muslim tourists to share their faith, their values, and how different it is in different parts of the world.”

Timothy Go’s personal journey mirrors Khiva's rise. He said, “In 2023, our Hotel Bankir Khiva opened, coinciding with a working state visit by the President of Singapore, leading to significant media coverage and putting the word out about Khiva, and that we are open for business." 

“Further boosting its profile, Khiva was named the Islamic Tourist Capital of the Islamic World in 2024, a recognition solidified by Sophie Ibbotson's compelling article in National Geographic, ‘6 reasons to visit Khiva.’ This, coupled with the BBC's piece, ‘The Silk Road City most tourists miss,’ firmly places Khiva on the global tourism map” Go elaborated. 

These developments, alongside the genuine warmth of its locals, position Khiva as an authentic and inviting choice for visitors. Timothy Go's passionate advocacy highlights that this "fairy tale land" is now more ready than ever to captivate those seeking a meaningful halal experience.

A Unique Landscape for Halal Tourism

Registan Square all lit up at night (photo: Shebs Alom)

For halal-conscious travellers, Sophie Ibbotson provided a crystal-clear understanding that Uzbekistan offers a vibrant experience rooted in over a thousand years of a Muslim-majority population. As she explains, "People in Uzbekistan's beliefs, practices, and traditions are often very different from those in, say, the Gulf States or Southeast Asia, due to the incorporation of pre-Islamic ideas from Buddhism and Zoroastrianism and the impact of Soviet-era state-mandated atheism. It does create a unique place to be a Muslim, and one way you can both challenge and grow your faith by comparing and contrasting your experiences with others."

Another significant aspect for halal-conscious travellers is that there is a key pilgrimage site, and you can find it in the memorial complex of Imam Al-Bukhari, the revered collector of Hadiths, near Samarkand. "As Uzbekistan has reopened to the world, and Uzbeks have been able to express their faith openly, huge numbers of pilgrims have gathered here to pray. The site is undergoing a complete reconstruction, expected to reopen by the end of this year, with a capacity to receive an astounding 5 million visitors per year." Ibbotson highlighted.

Ibbotson's general message was that the interest of Muslim tourists from abroad is driving change within Uzbekistan itself. 

She finished her presentation by sharing with us, "Under President Mirziyoyev, a more relaxed approach to religious practice has been adopted, with religious sites restored, new mosques built, and citizens encouraged to embrace their heritage. Tangible changes include prayer rooms at airports and railway stations, increased fasting during Ramadan, and hotels and DMCs paying close attention to the needs and preferences of their Muslim guests."

Here at HTN, we look forward to solidifying our relationship with the Uzbekistan Tourism Board, and we are excited about our in-person event on 10th July (register here) at the Embassy of Uzbekistan in London. 

Watch the full webinar here

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