+998 93-500-3936
+998 93-500-3936
Samarkand
Tourism Forum
2024
On February 9 and 10, 2024, the third Samarkand Tourism Forum was held in Samarkand - an annual independent business event for participants in the tourism sector of the Central Asian region and the event of the year for creators of travel experiences and sellers of tourism services.
February | 2024
Samarkand, SamSIFL
Thursday, 19:00
MeetUp STF
The event is held at the Suzani Lounge-Bar restaurant at st. Mirzo Ulugbek, 59
Friday, 9 February
9:30 — 10:00 Official opening
Hall 1, 4th floor
10:00 – 11:30
Panel Discussion
How to: Public-Private Partnership in Tourism in Central Asia
How to: Public-Private Partnership in Tourism in Central Asia
The development of existing and the creation of new destinations are impossible without active involvement of the government and local authorities. What projects can and should receive government support for a significant leap into the global tourism market? What government support programs for tourism projects exist in Central Asian countries? Let's discuss this using successful case studies implemented in partnership between the government and the private sector.
Participants
Moderator
Diyor Mirzaakhmedov, Chairman of the Marketing Association of Uzbekistan (Tashkent)
- Rustam Kobilov, Deputy Khokim of Samarkand Region (Samarkand)
- Jamshid Abdusalamov, First Deputy Chairman of the Committee for Tourism of the Ministry of Ecology, Environmental Protection, and Climate Change of the Republic of Uzbekistan (Tashkent)
- Kairat Sadvakasov, Chairman of the Board of JSC "National Company "Kazakh Tourism" (Astana)
- Maxat Usubaliev, Vice President of the Tourism Development Support Foundation of the Kyrgyz Republic (Bishkek)
- Alisher Zakirov, Deputy Khokim of Qashqadaryo Region (Qarshi)
- Alisher Shernazarov, expert on the development of the National Business Agenda of the IBECA (CIPE) program Tajikistan (Dushanbe)
- Malika Mukimova with a report "Development of the tourism industry of the Republic of Uzbekistan as a priority direction of the National Business Agenda within the IBECA UZ Program" (Tashkent)
- Nikolay Yarmov, Deputy Project Director at USAID for Entrepreneurship and Business Environment Development in Central Asia (Tashkent)
- Ayub Sabirov, Head of Aviation Commercial Department at Airmarakanda International Airport (Samarkand)
Moderator
Diyor Mirzaakhmedov, Chairman of the Marketing Association of Uzbekistan (Tashkent)
12:00 – 13:30
Round Table
Becoming an Agritourism Destination
Becoming an Agritourism Destination
How to develop and monetize agro-initiatives for tourism? How can an entrepreneur turn their agro project into a tourist destination? A round table with practitioners and experts.
Participants
Moderator
Farrukh Irnazarov, Head of Chemonics International Representative Office in Uzbekistan (Tashkent)
- Muhammad Umar Aslam, Agritourism and Agriculture Expert, International Agricultural University in Uzbekistan (Tashkent / Islamabad)
- Shukhrat Razakov, Eco-Tourism Fish Restaurant Complex (Termez)
- Saodat Muradullaeva, Deputy Director and UzumFermer Ambassador, Sommelier (Tashkent)
Moderator
Farrukh Irnazarov, Head of Chemonics International Representative Office in Uzbekistan (Tashkent)
Hall 2, 3rd floor
10:30 – 11:30
Report
The Presence of International Hotel Chains: Pros & Cons for the Local Market
The Presence of International Hotel Chains: Pros & Cons for the Local Market
The entry of global hotel chains into a country is a significant reputational milestone and a positive economic signal for investors and large businesses. However, international chains and their consistent balance of price, quality, and service level do not always have a positive impact on local market players. Why do established hospitality ecosystems attract foreign hotel chains? And how can local hotels survive and thrive in competition with global giants?
Artem Klykov, Hotel Business Development Expert, Professor at the International University of Tourism and Cultural Heritage "Silk Road" (Samarkand), Swissam University (St. Petersburg)
12:00 – 13:00
Guide Training
Guides as Escorts to Sustainable Tourism
Guides as Escorts to Sustainable Tourism
Almost every tourist will say they want to travel responsibly and ecologically. However, most lack basic knowledge and clear instructions on what exactly needs to be done (and avoided). Guides, who are always in direct contact with guests, can fulfill this enlightening and explanatory role.
Speakers
Barnaby Davies (Hastings), founder of the consulting company EastguidesWest
Barnaby Davies (Hastings), founder of the consulting company EastguidesWest
Hall 3, 2nd floor
10:30 – 11:30
Round Table
Guides vs. Tour Operators
Guides vs. Tour Operators
What do guides want from tour operators, and what do tour operators expect from guides? Why does collaboration work, and why doesn't? A public "battle" at the Samarkand Tourism Forum. May the strongest prevail!
Guides
Tour Operators
Moderator
Said Muminov, Silk Road Destination Guide (Samarkand)
- Kamila Gafurova, guide (Samarkand)
- Sobir Pulatov, accompanying guide (Bukhara)
- Aslbek Sadyrov, accompanying guide (Tashkent)
Tour Operators
- Vladimir Dolgii, founder of the travel company Asia Adventures (Tashkent)
- Timur Alimov, director of the tour operator Minzifa Travel (Bukhara)
- Madina Mirzaeva, tour operator at Orient Star Group (Tashkent)
- Gauhar Dosova, tour operator Friendly Tours (Almaty)
Moderator
Said Muminov, Silk Road Destination Guide (Samarkand)
12:00 – 13:00
Workshop
The Perfect Commercial Proposal for MICE Clients
The Perfect Commercial Proposal for MICE Clients
What is the "perfect commercial proposal" for MICE clients? What does it consist of, and how to create it? A detailed action plan from client requirements and self-assessment to budgeting, communication rules with the client, and analysis of implemented projects.
Speakers
Maria Krylova, MICE Expert (Moscow) and Ekaterina Gutnikova, MICE Expert (St. Petersburg)
Maria Krylova, MICE Expert (Moscow) and Ekaterina Gutnikova, MICE Expert (St. Petersburg)
13:00 – 14:30
Lunch
Hall 1, 4th floor
14:30 – 16:00
Round Table of Associations
Harmonizing the Goals of Tourism Associations in Central Asia and the Silk Road. What Can Be Achieved Together?
Harmonizing the Goals of Tourism Associations in Central Asia and the Silk Road. What Can Be Achieved Together?
What issues are on the agenda of tourism associations? How can associations help each other in fulfilling their individual and joint tasks? STF provides a platform for a public strategic session on harmonizing (synchronizing) tactical and strategic goals for tourism associations in Central Asia.
Participants
Moderator
Michael Shamshidov, Co-founder of STF (Tashkent)
- Raisa Ibragimova, Executive Director, Hospitality Association of Uzbekistan (Tashkent)
- Jamshed Yusupov, Executive Director of the public organization "Association for the Development of Tourism in Zarafshan" (Khujand)
- Feruza France, Chairlady, National Association of Sustainable Tourism of Uzbekistan (Tashkent)
- Sergey Glukhoverov, Board Member, KATO (Bishkek)
- Mikhail Petrushkov, Chairman of The Board, Tajik Community Based Tourism Association (TCBTA) (Dushanbe)
Moderator
Michael Shamshidov, Co-founder of STF (Tashkent)
15:30 – 16:30
16:30 – 18:00
Round Table
Women's Entrepreneurship as a Sustainable Practice
Women's Entrepreneurship as a Sustainable Practice
Economic trend researchers unanimously acknowledge that the level of development of women's entrepreneurship and active female participation in the labor market directly correlate with GDP growth dynamics. The index of female entrepreneurial activity in Central Asia is growing every year, particularly high in the service and trade sectors. What factors help or hinder women in starting their businesses in Central Asia? Why is it important for women to break free from unpaid and precarious work, and how can tourism specifically become a gateway to economic independence for women in the region?
Participants
Moderator
Lola Saifi, founder of Human House gallery (Tashkent)
- Zulfia Tairova, Founder of the Women's Center and Authentic SPA Salon Tarika, Organizer of Women's Transformational Tours in Bukhara and cities of Uzbekistan (Bukhara)
- Yuldus Mamadierova, Owner of a Textile Manufacturing (Shakhrisabz)
- Banur Abdieva with a presentation "The Role of Women in the Development of Sustainable Tourism," Destination Karakol (Karakol)
- Asel Dildebayeva, Owner of "Royal Gate" Glamping, (Tosor, South Shore of Issyk-Kul)
- Nazira Amanova, co-founder of a travel company Mumtoz tour (Ташкент)
Moderator
Lola Saifi, founder of Human House gallery (Tashkent)
Hall 2, 3rd floor
14:00 – 15:00
Master-class
How Hoteliers Can Automate Their Business
How Hoteliers Can Automate Their Business
At some point, it becomes crucial for businesses to automate processes amenable to automation. Especially in the service industry, where maintaining uninterrupted, stable, and high-quality service is essential, such as in hotels. How to integrate all hotel management processes? How to handle reporting and personnel in automated conditions? And how to promote your brand in the market using automation tools?
Donier Khaydarov, Tourism and Hospitality Expert, Director of Exely Office in Uzbekistan (Tashkent)
15:30 – 16:30
Master-class
Everything You Wanted to Know About Culinary Tourism (But Were Afraid to Ask)
Everything You Wanted to Know About Culinary Tourism (But Were Afraid to Ask)
Central Asian countries are perfect for gastronomic tourism. But how to practice it correctly? What is food tourism like, and how can you truly immerse guests in national culinary traditions while avoiding clichés? This masterclass by a chef and culinary guide from San Sebastian will provide insights.
Gregory Sсhaefer, foodtours Guide and Founder of BasqueBites (San Sebastian)
17:00 – 18:00
Master-class
Service at 200%
Service at 200%
Tourists who travel worldwide are already experienced, and it's not easy to impress them with landmarks alone. It's essential for a tour to be more than just a transfer from point A to point B; it should be a real journey filled with pleasant surprises. How to make a standard tour emotionally rich and surprise even the most seasoned tourists? How to improve the service component of your tour product?
Sergey Glukhoverov, Founder of the Travel Experts Tour Company, Board Member of KATO (Bishkek)
Hall 3, 2nd floor
14:00 – 15:00
Мaster-class
What Sustainability Means in Central Asian Tourism
What Sustainability Means in Central Asian Tourism
Central Asia is not a mass-market tourist destination. The region boasts unique historical infrastructure and natural landscapes, from the deserts of Turkmenistan and Uzbekistan to the seven-thousanders of Kyrgyz Republic and Tajikistan. How to sell tour products and organize services in 4* in particularly vulnerable destinations in Central Asia? And how to establish sustainability not just in words but in action? Elena Kalashnikova, an expert with 25 years of experience in collaboration and the development of new tour products and territories in Central Asia, will share insights.
Elena Kalashnikova, Founder and Director of the tour operator "Ak-Sai Travel," partner of the franchise network "As a Nomad" (Bishkek)
15:30 – 16:30
Master-class
Adventure Tourism
Adventure Tourism
Where is adventure tourism heading as a direction? Who is your tourist, what does their journey look like, and why should adventure tours not be marketed as mass tourism? A deep analysis of trends and approaches in adventure tourism, as well as a breakdown of successful cases from Central Asia.
Alovaddin Kalonov, Owner of Paramount Journey (Khujand)
17:00 – 18:00
Workshop
DIY-Analytics for Marketing and Tour Product Creation
DIY-Analytics for Marketing and Tour Product Creation
How can tourism organizations, from travel agencies to tourist boards, organize their analytics? Where to obtain data and what to focus on? A workshop on organizing data analytics, working with data sources, and content analysis tools.
Nadezhda Ebel, Director of the Profi.travel Analytical Center (Moscow)
Saturday, 10 February
Hall 1, 4th floor
10:00 – 11:00
Reports
Sustainability for Destinations
Sustainability for Destinations
Successful cases of tourist destinations actively implementing sustainability practices.
Participants
Moderator
Michael Shamshidov, Co-founder of STF (Tashkent)
- Chyngyz Maatkerymov, "Karakol. Sustainable Model. Starting Small" Destination Karakol (Karakol)
- Mohamed Raaidh, Tourism & Hospitality Consultant (Male)
Moderator
Michael Shamshidov, Co-founder of STF (Tashkent)
11:30 – 12:30
Round Table
Development of Cross-Border Tourism
Development of Cross-Border Tourism
Discussion on the significant potential for tourism development in the border regions of Central Asia, considering economic and cultural ties, as well as geographical proximity between neighboring countries. The focus is on overcoming challenges and exploring opportunities for increasing mutual tourism flows.
Participants
Moderator
Michael Shamshidov, Co-founder of STF (Tashkent)
- Asel Arzieva, Founder of "Mazzali Travel" (Namangan)
- Elena Kalashnikova, Founder and Director of Ak-Sai Travel (Bishkek)
- Farangiz Sharipova, Guide and Tour Auithor (Khujand)
- Shukhrat Razzakov, Entrepreneur and Founder of the Fish Restaurant "Ecotourism" (Termez)
- Munira Akilova, Designer and Founder of MunirBrand, Certified Guide on the Silk Road WFTGA (Community village Yava)
- Azamat Zhamankulov, ex-Minister of Culture, Tourism and Information of the Kyrgyz Republic (Bishkek)
Moderator
Michael Shamshidov, Co-founder of STF (Tashkent)
13:00 – 14:00
Master-class
Creating a Restaurant for Tourists
Creating a Restaurant for Tourists
Providing insights into creating restaurants tailored for tourists and highlighting common mistakes made by restaurateurs in this pursuit.
Sanjar Maksudov, Founder of Smart Group Management, Serial IT Entrepreneur, Creator of the Jowi Restaurant Management Platform, President of the Restaurant Guild of Uzbekistan
Hall 2, 3rd floor
10:00 – 11:00
Master-class
Practicing Sustainability in MICE Projects
Practicing Sustainability in MICE Projects
Exploring whether MICE projects can be sustainable and how to practice responsible tourism in MICE projects.
Speakers
Sjannie Hulsman-Louwers (Antwerp), founder of the consulting company EastguidesWest
Sjannie Hulsman-Louwers (Antwerp), founder of the consulting company EastguidesWest
11:30 – 12:30
Master-class
Dealing with Problematic Tourists
Dealing with Problematic Tourists
Addressing challenges when tourists express dissatisfaction openly, and how to handle conflict situations to salvage a guest's vacation, maintain your reputation, and garner positive reviews.
Evgeniy Zalberg, Tour Leader, Quality and Conflict Resolution Expert (Netanya / St. Petersburg)
13:00 – 14:00
Master-class
Expectation-managment
Expectation-managment
Exploring "expectation management" and why both service providers and tourists need to understand each other's expectations. Luca Lesser will share what tourists from different countries expect when traveling in Central Asia.
Luca Lesser, Co-founder of Kalpak Travel (Agrau)
Hall 3, 2nd floor
10:00 – 11:00
Workshop
Staying on Trend: Working with Tourism Trends
Staying on Trend: Working with Tourism Trends
A workshop on organizing data analytics for tourism businesses, understanding and interacting with dynamic indicators that shape customer expectations, and exploring current socio-economic trends in tourism. Pre-registration required.
Nadezhda Ebel, Director of the Analytical Center at Profi.travel (Moscow)
11:30 – 12:30
Master-class
Is a "Green" Hotel More Profitable?
Is a "Green" Hotel More Profitable?
Presenting Eco Nubia on Bigeh Island in the Nile River, Aswan, as a model of a sustainable destination. Discussing how Eco Nubia adheres to ecological principles and sustainability while maintaining profitability and contributing to the island's restoration.
Ahmed Yehia, Founder of Eco Nubia Ecolodge and STO-Egypt (Aswan)
13:00 – 14:00
Partner Session
Regional Economic Integration in the Tourism Sector
Regional Economic Integration in the Tourism Sector
The CIPE presents the "Improving the Business Environment in Central Asia" (IBECA) program, focusing on identifying barriers hindering the active development of the tourism sector in Central Asia and proposing solutions. Experts will discuss research findings and invite tourism practitioners to discuss industry economic challenges.
- Alisher Shernazarov, Expert in Developing the National Business Agenda Program IBECA (CIPE) Tajikistan (Dushanbe)
- Mohru Mahmudova, Representative of the IBECA Program (CIPE) in TJ (Dushanbe)
- Malika Mukimova, Representative of the IBECA Program (CIPE) in UZ (Tashkent)
- Raisa Ibragimova, Executive Director, Hospitality Association of Uzbekistan (Tashkent)
- Mikhail Petrushkov, Chairman of The Board, Tajik Community Based Tourism Association (TCBTA) (Dushanbe)
14:00 – 16:00
STF Pilaf
16:00 – 17:30
Round Table at "SILK ROAD" University
Modern Education in Tourism and Hospitality
Modern Education in Tourism and Hospitality
- Natalia Grineva, General Manager of Movenpick Samarkand (Samarkand)
- Valeria Alexandrova, Operations Manager, Hilton Samarkand Regency, Silk Road Samarkand STC
- Alex Condor, Professor at TEAM University (Palo Alto, Tashkent)
- Erdogan Ekiz, Professor, Dean at Central Asian University (Tashkent)
- Munira Obidova, First Deputy Director of the Branch of the International University of Tourism and Entrepreneurship of Tajikistan in the Sughd Region (Khujand)
Moderator
Artem Klykov, Hospitality Business Development Expert, Professor at Silk Road University (Samarkand), University of Swissam (St. Petersburg)
Currently, the hospitality industry is undergoing an active phase of development and transformation. There is an increasing demand for professionals to drive projects in the hotel and restaurant sectors. Knowledge, skills, and competencies expected by the market from new industry professionals are also undergoing transformation and change. The readiness of educational institutions to meet the new challenges of the market, the choices made by students, and the educational programs and formats most in demand currently and in the future will be discussed at a roundtable with industry representatives and experts in professional education. Additionally, students from Silk Road University will present their research on urban navigation challenges.
This session took place on a new location. "SILK ROAD International University of Tourism and Cultural Heritage" located at 17 University Boulevard.. The event will take place at the "SILK ROAD International University of Tourism and Cultural Heritage" located at 17, University Boulevard.
This session took place on a new location. "SILK ROAD International University of Tourism and Cultural Heritage" located at 17 University Boulevard.. The event will take place at the "SILK ROAD International University of Tourism and Cultural Heritage" located at 17, University Boulevard.
18:00 – 21:00
(Informal) Round Table
How to tell tourists about Uzbek wine
How to tell tourists about Uzbek wine
- Kirill Burlutskiy, Wine competitions judge, wine writer, lecturer, Founder of Sommelier School WineJet(St. Petersburg, Taskent)
- Gregory Schaefer, Food Tours Guide and Founder of BasqueBites (San Sebastian)
Report with tasting and communication in a speakeasy format, as well as wine tasting from UzumFermer.
Entertainment
Every day at 11:00 and 14:30
Immersive audio performance IN.VISIBLE SAMARKAND
Tickets required: Basic & In.Visible Samarkand or STF All Inclusive
Tickets required: Basic & In.Visible Samarkand or STF All Inclusive
A group of spectators puts on headphones and goes out to explore the city. The voice of the hero is heard in the headphones, leading the group to the most interesting and unobvious places, and telling a personal story closely related to the history of Samarkand.
- The performance takes place in parallel with other forum events.
- Pre-registration is required as the number of participants is limited.
- The performance is available in Russian and English.
- The duration of the performance is about 1.5 hours.
Friday 09 February, 19:30 - 21:00
Festive Gala Dinner, team intellectual and entertaining game Brain Massacre and presentation of the STF Award
Tickets required: Basic & Gala Dinner or STF All Inclusive
Tickets required: Basic & Gala Dinner or STF All Inclusive
Ceremony of presenting the annual STF Award for the best projects and outstanding achievements in the field of tourism in Central Asia. As well as a team intellectual and entertaining game “Brain Slaughter” and a delicious dinner in the company of participants, speakers and partners of the forum. The event will take place at the Samarkand Saroy restaurant at st. A. Temura, 117.
Place
The main events of the forum are held in the building of the Samarkand Institute of Foreign Languages on Gagarin Street 43
Reviews
I attended the Samarkand Tourism Forum 2024 (STF) with my husband Mohamed Raaidh, who was a speaker at the forum as...
Posted by Mariyam Shiuna on Friday, 1 March 2024
Looking back at the STF program and the connect we made I am really glad we were able to join and to participate. Thanks...
Posted by Sjannie Hulsman-Louwers on Sunday, 18 February 2024
Dear STF Family, I am writing to express my heartfelt appreciation for the exceptional hospitality I experienced during...
Posted by Muhammad Umar Aslam on Tuesday, 13 February 2024
- I attended the Samarkand Tourism Forum 2024 (STF) with my husband Mohamed Raaidh, who was a speaker at the forum as well. I would like to highlight few things that I have personally experienced during the STF.
Organizing – Since STF is growing bigger year by year, I have seen the organizers has put so much emphasis to make everything smooth. As a private entity, I would highly appreciate and thank for the organizing team, for making everything easy, for Speakers as well as participants.
Venue – STF was held at the University premises and different floors were utilised to have different sessions. This was a bit difficult for participants from moving floor to floor. I would suggest to have all the sessions in a same floor, and can be held in different classes. In this way, participants can have a more accessible to the forum.
Speakers – the speakers came from different parts of the world. This was very good, as participants had more time to interact with different speakers, during break sessions as well. We would like to see more diverse Speakers around the world.
Culinary Tourism – since I come from a culinary background, I would suggest an idea to have a segment for culinary tourism in the next STF. Maybe we can showcase some traditional dishes from different countries and exchange ideas and information about those dishes as well. Just a thought.
Networking – all major forums are purely based on good networking. I would strongly say that STF is a wonderful avenue to have a good networking from many walks of life. For my personal experience, I have met wonderful team from Kyrgyzstan and infact I have visited to that beautiful country after the forum. With this great networking, we have found many opportunities for future collaborations.
All in all, I would say STF is a wonderfully curated and important forum for people in the tourism and hospitality industry. Since the CIS countries are coming up with many innovative ideas on tourism and hospitality industry, we must make the best use of STF as a platform for them to showcase their talents, businesses, opportunities and great networking.
Once again thanking you Mr. Michael and all organizers of “STF 2024 Family” for this wonderful forum.Mariyam Shiuna
- Dear STF Family,
I am writing to express my heartfelt appreciation for the exceptional hospitality I experienced during my stay in Samarkand and at the Samarkand Tourism Forum. It was a truly memorable experience, and I am incredibly honored to be part of the Samarkand Tourism Forum family.
The collaborative spirit and knowledge exchange during our time together were not only enjoyable but also immensely enriching for me. The Samarkand Tourism Forum serves as an exemplary platform, bringing together passionate individuals who share a common love for tourism. I have had the pleasure of connecting with numerous like-minded participants, establishing meaningful connections, and broadening my network.
Looking ahead, I Hope that we will gather once again for the Samarkand Tourism Forum in 2025. As we bid farewell for now, let's anticipate and prepare for another incredible experience in the future.
I am confident that the Samarkand Tourism Forum will continue to grow into an even more influential and dynamic platform in the coming years. The enthusiasm and dedication within this community are inspiring and reflect a shared commitment to advancing the field of tourism.
A special acknowledgment is due to all the organizers and contributors for their outstanding efforts, making the Samarkand Tourism Forum a truly remarkable experience. In particular, I would like to extend my gratitude to Sergey Makarov, Ravshan Turakulov, and Michael Shamshidov for their exceptional contributions and seamless execution of all arrangements.
As I bid farewell, it's not a goodbye but a 'see you soon, somewhere in the world.' The connections forged at the Samarkand Tourism Forum are bound to transcend geographical boundaries, and I eagerly look forward to the next opportunity to reunite with the incredible individuals that make this forum a thriving and dynamic community.
Much love and appreciation,
UmarMuhammad Umar AslamAgritourism and Agriculture Expert, International Agricultural University in Uzbekistan (Tashkent / Islamabad) Looking back at the STF program and the connect we made I am really glad we were able to join and to participate. Thanks to Ravshan, MiSha and Sergey!!! Central Asian Hospitality is fabulous and we are looking forward to see you back again anytime soon 🙏🍀
Sjannie Hulsman-LouwersSjannie Hulsman-Louwers (Antwerp), founder of the consulting company EastguidesWest
Official partner
Samarkand State Institute of Foreign Languages (SamSIFL)
Partners
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