Tashkent, Uzbekistan (UzDaily.com) -- In order to encourage local and foreign tourists to travel around Uzbekistan, create convenient infrastructure, promote the tourism potential of the region, create open-air museum towns that reflect our great history, comprehensive measures have been developed to improve museums and theaters, in the direction of which certain work is being carried out.

The adoption of the Resolution of the Cabinet of Ministers of the Republic of Uzbekistan from 23 May 2020 No. 325 “On improving the efficiency of marketing activities of museums and theaters in the Republic of Uzbekistan” will create favorable conditions for local and foreign tourists, enrich their tourism programs and expand the range of services provided, through which it will be created basis for the active development of tourism.

This decision will be implemented projects "Living Museum" and "Magnificent Theater". Within the framework of the project, the positions of a guide (guide-translator), perfectly fluent in foreign languages, a marketer for promoting the museum brand and a specialist in the monetization of the services provided were introduced in museums.

In today’s competitive environment, these professions are still in demand at most museums. Based on this, the introduction of these posts will increase the effectiveness of the promotion of museums, in this regard, each museum will develop and implement its own promising, short-term and long-term marketing strategies and plans.

The most remarkable thing is that every year a brand of at least two museums, including one regional museum, will be created and promoted in foreign media. The resolution will create a “Club of Friends of Cultural Objects”, which will include famous scholars, sponsors, cultural figures and art historians who will provide consulting, financial and organizational support in solving problems of cultural objects, and implementing important cultural projects.

The club will also carry out various activities to support and implement programs of cultural facilities, including fundraising (fundraising). In particular, this system is more developed in Western countries. For example, the National Gallery in London has a simple “George Beaumont Group” (named after the museum’s first benefactor), which includes corporations, organizations, celebrities, and others who contribute at least £ 1,000 a year to the gallery.

The main purpose of this is the formation and development of appropriate infrastructure in cultural and adjacent facilities. In this regard, increasing the interactivity of the services provided by improving the infrastructure of museums in accordance with international standards, including the introduction of smart technologies (information shops, 3D visualization and holograms, QR codes, electronic directories in foreign languages, etc. e.), primarily for tourists, the widespread introduction of innovative information technologies in the activities of museums and theaters using the Internet, as well as the creation of infrastructure to view museum exhibits by creating their digital forms, is one of the urgent tasks of today.

Therefore, the resolution also pays special attention to the development of modern infrastructure of museums and theaters using information technologies and virtual reality technologies, and the creation of interactive zones. Touch kiosks and interactive monitors allow visitors to choose the information they need, take an active part in the exhibition, get acquainted with artifacts and historical processes that are not represented at the real exhibition, and also feel aesthetically and spiritually free in the world of museums and theaters.

The use of these new technologies has created opportunities for the convenience of our people and tourists, wide coverage of our history, and the presentation of extended information about exhibits in an interesting format.

Also from 1 August 2020 entrance tickets to the State Academic Bolshoi Theater of Uzbekistan named after Alisher Navoi, Uzbek National Academic Drama Theater, Uzbek State Musical Theater named after Mukimi, Bukhara State Museum-Reserve will be available through a unified system of electronic tickets. It will also create an even more convenient opportunity for visitors to purchase tickets.

Until 1 January 2023, the State Committee for Tourism Development will take measures to monetize services and promote the brand of the State Museum of the History of Temurids, the State Museum of the History of Uzbekistan, and the State Academic Bolshoi Theater of Uzbekistan named after Alisher Navoi, the Uzbek National Academic Drama Theater, the town of "Mingurik" and the State Enterprise "Center for International Relations Hamar" of the Academy of Arts of Uzbekistan.

The resolution also envisages the introduction of new methods for presenting materials and the activities of museums, theaters, the development of non-traditional programs, the creation of special museum structures, and interesting tourist programs. In addition, the center of the International Theater Institute at UNESCO will be created and cooperation with the International Council of Museums will be established.