INTERNATIONAL Travel Bazaar

The event of the year for creators of travel experiences, and sellers of tourism services in Central Asia focused on development, cooperation, and the search for new solutions across the Silk Road.

Samarkand Tourism Forum is a platform created for tourism industry professionals and businesses that want to grow and earn with us. We invite tour operators, tour guides, restaurateurs, hoteliers, tourism-affiliated businesses, and representatives of the creative and public sectors to Samarkand.

During the two days of the forum, practitioners and insiders from the region's tourism industry will share their ideas and solutions to finding customers, opening up new niches and markets, and earning more. STF is exclusively focused on real business cases, current travel trends, and proven strategies that can be immediately implemented.

2

DAYS

9

COUNTRIES

20

EVENTS

40

SPEAKERS

Samarkand

All events of the Samarkand Tourism Forum will be held in Samarkand. The main venue will be the Institute of Foreign Languages conveniently located in the city center.

February 10 - 11 (Fri, Sat)

The opening will take place on the first day in the Assembly Hall of the Institute of Foreign Languages.

DAY 1. FEBRUARY 10, FRIDAY

Please note that some events run in parallel. The program may change.

All events are basically held in Russian. English speakers participate in some of them. Consecutive translation will be provided.

10:00 - 11:45

PANEL DISCUSSION

HOW CAN A GUIDE EARN MORE MONEY? BEST PRACTICES

Guides are the primary traveler's companions and direct creators of the tourist experience for guests. How can they survive and thrive in a recovering market and increased competition?

Moderator: Said Muminov, Silk Road Destinations (Samarkand).

Speakers: Ravshan Turakulov, CEO in Silk Road Destinations (Samarkand)

Shavkat Turdikulov, Sogda Tour (Samarkand)

Nargiza Salomova, Chairman of the Association of Guides of Uzbekistan and National Trainer for World Federation of Tourist Guide Associations (Tashkent)

Otabek Karshiev, top category guide (Tashkent).

10:30 - 11:45

MASTER CLASS

MOTIVATION AND STAFF RETENTION IN TOURISM BUSINESS: HOW A SATISFIED EMPLOYEE LEADS YOU TO A HAPPY CUSTOMER

How to deal with uncontrolled employee turnover and how much it actually costs to your business? Why do high salaries stop working so quickly, what part the leader plays in staff retention and how employee motivation affects your clients? A master class for modern motivation theory.

Speaker: Tatiana Koval, corporate culture and HR expert, lecturer, development director in"Apostrophe" Agency (Tashkent).

12:00 - 13:15

MASTER CLASS

HOW TO AMAZE YOUR GUESTS?

Tourists become less interested in over-crowded destinations and standard programs. A guide is also an engaged host who can offer something special: personal history, unknown locations, and immersion into the informal life and history of his destination. How can guides and drivers improve their skills and offer something unique to their guests?

Speaker: Alexandra Tosun, co-founder inINDY GUIDE (Zurich).

English-speaking speakers participate in this event. The consecutive translation will be provide.

12:00 - 13:00

MASTER CLASS

HOW EXPEDITIONS COULD HELP WITH BRANDS AND TERRITORIES PROMOTION

How to reach bright, native videos and photos, media publications, and the interests of local residents within the framework of just one project and promote a brand or territory, as well as solve problems in the field of PR HR and PR GR?
How the format of expedition makes all this possible on the example of a common initiative made by the largest gold mining company in Russia "Polyus" and the travel team DDEXP.

Speaker: Sergey Pishchulov, marketing specialist and head of the expedition project “Degree of Discovery” (Moscow)

14:00 - 15:15

MASTER CLASS

HOW TO CREATE GROUP PROGRAMS WHERE TOURISTS FEEL THEMSELVES AS ON AN INDIVIDUAL TOUR?

HOW TO CREATE GROUP PROGRAMS WHERE TOURISTS FEEL THEMSELVES AS ON AN INDIVIDUAL TOUR?

Is it true that if a tourist has purchased a group tour, then his only option is life by the rules? If the tourism business is built on the principle of tourist return, recommendations and word of mouth, is it possible to make every traveler happy with a group tour? Let's talk about the importance of free time inside the trip and how each member of the group can get the feeling as if your tour were made for them exactly.

Speaker: Evgeny Zalberg, guide, trainer, head of Business Development at
Turmashina(St. Petersburg).

14:00 - 15:15

MASTER CLASS

WHEN TOURISM GOES WRONG: CULTURE VS. ECONOMICS

Sometimes tourists, out of ignorance or lack of awareness, may negatively affect local cultures and economic development. All tourists can be described as cultural learners or cultural critics. Through personal stories of two globetrotters the following questions will be addressed: How to transform from a cultural critic to a cultural learner? What are key dos and don’ts when you immerse yourself in local culture and when you wish to contribute to local economic development?

Speakers:

Jason Brahim, sport and extreme travel enthusiast (Pittsburgh)

Farrukh Irnazarov, head of representative office ofChemonics International(Tashkent)

English-speaking speakers participate in this event. The consecutive translation will be provide.

16:45 - 17:45

Round Table

EDUCATION & TOURISM INDUSTRY IN UZBEKISTAN

This round table will bring the tourism industry and academia closer together to discuss, the then, now, and future of the tourism and hospitality industries in Uzbekistan. The panel members represent both sides of this vital industry that play a significant role in the economic development of Uzbekistan. What can they share to make a tourism future brighter and more fruitful? And what doors may open with such exchanges to bring both sides to better cooperation for common results?

Participants:

Erdogan Ekiz, Professor, the Dean of TEAM University (Tashkent)

Akmaljon Odilov, head of the Department of “General Professional and Special Disciplines” of the “Silk Road” International University of Tourism and Cultural Heritage (Samarkand)

Dr. Indira Rakhmanova, Management Development Institute of Singapore (Tashkent)

Malika Mirzaeva, the owner of «Platan» restaurant and hotel (Samarkand)

Sanjar Halmuradov, head of Peopletraveltour-operator (Tashkent)

Ziroat Rasulova, founder of Soda Tour and Silk Tour tour-operator (Samarkand)

16:45 - 17:30

WORKSHOP

HOW CAN A GUIDE BUILD A PERSONAL BRAND ON SOCIAL NETWORKS?

Today it is not enough to be a qualified and erudite professional. What are your unique qualities? How are you different from other guides and what can you offer your guests? And how can all of that be presented in social networks in a profitable way? Workshop on creating a personal brand for guides.

Speaker: Kamila Gafurova, tour guide and Samarkand State Institute of Foreign Languages teacher (Samarkand)

16:45 - 18:15

ROUND TABLE

HOW MUCH DO GREEN TECHNOLOGIES COST?

Everyone is talking about sustainable tourism. But is it expensive, right? Or not? How much will eco-responsible tourism cost a tour operator, hotelier, or restaurateur, and how fast will it be possible to pay it back?

Moderator: Anton Koval, sustainability development expert, CEO in"Apostrophe" Agency(Tashkent).

Speakers:

Sherzod Kattakhodjaev, manager of the UNDP project "Market Transformation for Sustainable Rural Housing in Uzbekistan" (Tashkent)

Martin Petrich, sustainable tourism development expert of the consulting companymascontour(Berlin)

Nazira Miinekeyeva, control manager of the Olive Kyrgyzstan hotel chain, an independent expert in OTA online sales and hotel automatisation.

English-speaking speakers participate in this event. The consecutive translation will be provide.

Coffee breaks

Coffee breaks and networking throughout the day.

Cultural Program

IN.VISIBLE SAMARKAND
15.30 - 17.30

IN.VISIBLE SAMARKAND is an immersive & sight-specific audio performance, played right on the streets of Samarkand city. The protagonist of the performance will take you to the iconic and secret places of the city. You'll hear his thoughts, live his personal story and feel the non-obvious history of Samarkand.

Audio performance available in Russian and in English.
The number of participants is limited. Pre-registration required.
Duration: 100 minutes

SPECIAL*
GALA DINNER AND STF AWARD
19.00 - 21.00

Festive Gala Dinner for Samarkand Tourism Forum guests and the first STF Award Ceremony.
Delicious dinner at the "Samarkand" restaurant and informal communication with STF speakers and partners.

*The event is not included in the main business program and available only for the Advanced ticket category.
How to upgrade the Standard and Student ticket category to the Advanced category, see the FAQ section.

DAY 2. FEBRUARY 11, SATURDAY

Please note that some events run in parallel. The program may change.

10:00 - 11:15

PANEL DISCUSSION

GROWTH POINTS: HOW TO MAKE A CITY BRAND NEW TOURIST DESTINATION

The cities and destinations of Central Asia are internationally recognized gems. True history, ancient culture, and unique landscapes attract tourists from all over the world. But what processes and problems do such destinations really face? Are a thousand years of history a legacy or a curse? Do such cities need to change and rethink their public image over time? How are new tourism “unicorns” created today and what risks do they face along the way?

Moderator:Michael Shamshidov, international tourism development expert (Tashkent).
Participants:

Tatiana Spurnova, founder of the Business Transformation Bureau and creative agency MaxMedium, focused on MICE clients, business mentor, coach and author of bestsellers about MICE and Event business (Alanya)

Diyor Mirzaakhmedov, Chairman of the Board of Marketing Association of Uzbekistan (Tashkent)

Yerkin Tikenov, head of the consulting company Inside Travel, PhD candidate (Almaty)

Foziljon Kasimov, head and founder of the Emehmon service and company (Tashkent).

10:00 - 11:15

master class

HOW TO DEVELOP SUSTAINABLE TOURISM IN PRACTICE? REAL CASES FROM KYRGYZSTAN

Experience of tour operators, guest business and associations of Kyrgyzstan. How it works and what results the partnership of local tourism associations and international partners brings in the implementation of sustainable practices.

Speakers:

Damira Raeva, Deputy Director of Helvetas Kyrgyzstan

Nargiza Kudaiberdieva, Project Manager GreenTour-Sustainable Tourism in the Kyrgyz Republic

Kuban Ashyrkulov, CATOS expert.

11:30 - 13:00

workshop

HOW TO MAKE THE BEST RESTAURANT SERVICE

How to create a restaurant that customers and tourists want to come back to again and again? How to improve your service, establish internal management and quality control? How to present national cuisine in a friendly way, responding to tourists' individual requirements and needs?
About this and much more, a workshop from two restaurant experiences and practitioners.

Speaker:

Alexandr Mashkov, service-trainer, expert on service and hospitality (Tashkent)

Malika Sootbekova, ex-CEO of the "Mayram Group" network, expert in strategic management of the restaurant business (Bishkek).

11:30 - 13:00

MASTER CLASS

WHAT DOES A CORPORATE TOURIST WANT?

What products and services corporate clients expect from destinations in Central Asia? How can Samarkand compete with Istanbul for corporate clients, the Central Asian deserts - with the deserts of the United Arab Emirates and Issyk-Kul - with the resorts of Antalya?

Speaker:Tatiana Spurnova, founder of the Business Transformation Bureau and creative agency MaxMedium, focused on MICE clients, business mentor, coach and author of bestsellers about MICE and Event business (Alanya).

14:45 - 16:00

ROUND TABLE

NOT ONLY BURNING MAN: FESTIVAL CASES IN CENTRAL ASIA

Multidisciplinary open-air festivals are important initiatives for the region. How do pop-up festivals develop their destinations, what challenges do they face, and how do they build their economy?

Moderator:Farrukh Irnazarov, head of representative office of Chemonics International(Tashkent).

Speakers:

Sanjar Halmuradov, Stihia Festival (Tashkent)

Tatiana Pilpani, CEO in FOURE Festival and FOUREevent Agency(Almaty)

Chingiz Batyrbekov, co-founder and CEO of KOLFEST International Music & Arts Festival (Bishkek).

14:45 - 16:00

MASTER CLASS

HOW TO GET A 9+ RATE ON BOOKING.COM, TRIPADVISOR AND GOOGLE

If the hotel is not on the Internet, then it does not have a business at all. Today it is obvious to everyone that being online is vital. However, just "being" is not enough. It is necessary to work with OTA skillfully. What is important to understand about Booking.com in order to enjoy all the benefits that the platform provides? And how is Booking.com related to meta-search engines and websites for travelers?

Speaker: Nazira Miinekeyeva, control manager of the Olive Kyrgyzstan hotel chain, an independent expert in OTA online sales and hotel automatization (Bishkek).

16:15 - 17:15

MASTER CLASS

AR AND STORYTELLING: IMMERSIVE PROMENADE-PERFORMANCE "IN.VISIBLE SAMARKAND"

The content itself and the way people consume it have significantly changed over the past 20 years. Now it is not enough for the viewer to be just an observer. Intolerance towards flat content in low resolution has increased so much that it has affected all the fields which produce content. Including tourism. How are Augmented Reality and advanced storytelling responding to these changes and how might they surprise those who have seen it all?

Speakers:

Ravshan Turakulov, CEO inSilk Road Destinations (Самарканд)

Ksenia Anikeeva, Creative and Executive producer of Performing Arts, concept and script in “IN.VISIBLE SAMARKAND” (Moscow - Samarkand).

16:15 - 17:30

PANEL DISCUSSION

AGRITOURISM ON THE SILK ROAD: CURRENT PRACTICES AND FUTURE PROSPECTS

The SCO countries are rich in fertile agricultural lands. Agriculture is the mainstream revenue source of they nations and contributes to more than half of employment sources. In spite of this, there is a lack of rural tourism in these countries which is an issue of national importance. Now, when The Silk Road as a destination is taking a step ahead and oriented toward promoting tourism and making their countries top tourist destinations, agritourism can do a lot in this regard. Besides, for developing countries, agritourism provides a number of economic benefits.
We will talk about innovative approaches and ideas in agritourism and will observe what's being done already, what more needs to be done, and what incredible strategies may be implemented to bring agritourism to Central Asia. We will also discover the potential of agritourism in Uzbekistan and how it is currently developing in Georgia.

Moderator: Farrukh Irnazarov, head of representative office of Chemonics International in Uzbekistan (Tashkent)

Speakers:

Muhammad Umar Aslam, Agriculture and Agritourism Expert, International Department at International Agriculture University Uzbekistan (Islamabad)

Ian Patterson, Professor of Tourism Management Department at “Silk Road” International University of Tourism and Cultural Heritage (Brisbane)

Lela Khartishvili, Agritourism consultant at FAO and Associate Professor at Ilia State University (Tbilisi).

Coffee breaks

Coffee breaks and networking throughout the day.

IN.VISIBLE SAMARKAND
11:00 - 13:00
16.15 - 16.15

Audio performance available in Russian and in English.
The number of participants is limited. Pre-registration required.
Duration: 100 minutes

SPECIAL
INTELLECTUALLY ENTERTAINING GAME RAZUMBOY
19.30 - 21.30

Intellectually entertaining game Razumboy makes a special program for STF guests and focuses on tourism. “Razumboy” is a team game - the participants will be divided into teams of 6-8 people.The game is played in the format of a quiz based on the exclusively designed and developed set rules, in which several teams compete with each other and answer questions from different areas of knowledge.