Stakeholder Seminar Ministry of Tourism (Khorezm) Thursday, April 13th, 2023 Tourism Demand - Visitor Numbers: According to the Ministry of Culture and Tourism, in Khorezm Region there were 559,000 domestic tourists and 87,800 foreign visitors in 2022.
- Source Markets: Uzbekistan’s key source markets for international tourists are visitors from Central Asia (86.1%), with Kazakhstan as a leader, with the rest of CIS countries at 7.7%, and other foreign countries (6.2%).
- Main Visitor Age Groups: According to the statistical data, the most prominent age group of travelers are the 35-44 year old domestic tourists and 31-55 year old international tourists.
- Visit Purpose: The main purposes of visits to Khorezm in the case of domestic tourists are leisure (43.2%), VFR (19.3%), and business (19%). For international visitors it is vacation and leisure (81.3%), followed by business (5.4%), and educational purposes (4.3%).
- Tourism Interests: Preferred activities for both groups: visiting museum and galleries, shopping, historical walking tours, guided tours and visiting UNESCO World Heritage Sites.
- Length of Stay: International tourists spend on average 2.9 nights in Khorezm region, including 2 days in Khiva.
- Promotional Positioning: Whilst Khorezm region has great tourism potential, the positioning of Khorezm is very poor and does not build on its unique features.
- Marketing Activities: For both the Khorezm and South Karakalpakstan regions marketing activities are unfocussed and limited in scope. There is almost no promotion of tourism attractions in Khorezm, except for Khiva, and South Karakalpakstan remains mostly unknown to international visitors.
- Tourism Branding: Brands, tag lines and slogans are not well known, even in Uzbekistan. Better brand promotion could begin to focus on local target markets within the country.
- Tourist Information: The availability of tourist information is generally poor. There are few tourist information centres, the official website of the Khorezm region does not function, and maps are difficult to source.
- Public Relation Activities: The Ministry of Culture and Tourism Khorezm office needs to engage more with the local community and private sector to raise awareness of tourism and their own activities.
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