Tashkent, Uzbekistan (UzDaily.com) — A delegation from the Tourism Committee participated in the cultural and educational evening "Samarkand – The Pearl of the Silk Road," held in Stockholm, Sweden.

The event was organized in collaboration with the Embassy of Uzbekistan in Sweden and the National University of Uzbekistan. It brought together representatives of Swedish academic, business, and tourism sectors, as well as members of the diplomatic community.

During the evening, a presentation highlighted Uzbekistan’s tourism potential, recent industry reforms, achievements, and future plans to attract more visitors from Sweden and other Scandinavian countries. Special attention was given to Samarkand’s role as the “gateway to New Uzbekistan” and its importance in developing international tourism.

The event also featured B2G and B2B negotiations with local tour operators and businesses involved in tourism promotion, resulting in agreements on cooperation in various tourism-related areas.

Guests enjoyed a concert program featuring traditional Uzbek music and dance, as well as an exhibition showcasing Uzbekistan’s rich cultural heritage. The exhibition included samples of applied arts and handicrafts, along with elements of Uzbek gastronomy, which drew particular interest from attendees.