Tashkent, Uzbekistan (UzDaily.com) — During the largest tourism exhibition, "ITB Berlin 2025," held in Berlin, an important meeting took place between representatives of Uzbekistan and the leadership of the renowned British travel magazine Wanderlust.

The meeting focused on strategies to promote Uzbekistan's tourism potential in the European market.

Representing Uzbekistan at the meeting was the First Deputy Chairman of the Tourism Committee, Jamshid Abdusalomov. The British side was represented by Wanderlust's Vice President for International Cooperation, David Reed, and the publication's Editor-in-Chief, George Kipouros.

The key topic of the negotiations was expanding Uzbekistan's presence on the Wanderlust platform, one of the leading media resources for travelers worldwide. The parties discussed the possibility of featuring information about tours, excursions, and other tourist services available in Uzbekistan. Special attention was given to organizing marketing campaigns aimed at increasing awareness of the country among the magazine's audience.

Additionally, plans were discussed for organizing press tours for Wanderlust's creative team to Uzbekistan. This would allow journalists and experts to personally explore the country's cultural heritage, historical landmarks, and modern tourism opportunities, which would then be reflected in the magazine’s publications.

This collaboration opens new prospects for attracting European tourists to Uzbekistan and strengthening the country’s position in the international tourism market. Uzbekistan, with its rich cultural heritage and unique natural landscapes, continues to actively develop its tourism sector, emphasizing the effective promotion of its capabilities abroad.

Experts believe that partnering with such an authoritative publication as Wanderlust will help Uzbekistan enhance its image as one of the most attractive tourist destinations in Central Asia.