Azerbaijan and Uzbekistan are two countries separated by hundreds of kilometers, yet united by a shared history, cultural heritage, and a strategic vision of tourism as a driver of economic and international development. In recent years, both countries have actively sought ways to diversify tourist flows, expanding appeal not only beyond their capitals but also to regions rich in history and unique natural landscapes. The experience of Khorezm, where the EBRD implemented a large-scale regional tourism development project, alongside similar initiatives in Azerbaijan, demonstrates that growth in tourism is impossible without a comprehensive approach: integrating infrastructure, preserving cultural heritage, engaging local communities, and creating a coherent tourist narrative.

AZERTAC presents an interview with Elbek Khodjaniyazov, a specialist in tourism diversification in the Khorezm region of Uzbekistan (UNWTO/EBRD) and a recognized expert in regional tourism.

– How can Azerbaijan and Uzbekistan exchange experience in diversifying tourism?

– Comparing Khorezm and the regional challenges of Azerbaijan is strikingly illustrative. At the launch of the EBRD project, Khorezm had an abundance of resources – nearly 300 historical monuments, UNESCO-listed Khiva, and diverse natural landscapes – yet tourist activity was concentrated in Samarkand and Bukhara. In Azerbaijan, the situation is somewhat similar: tourism is heavily focused on Baku.

The experience accumulated in Khorezm, along with practices in Azerbaijan, shows that regional tourism develops not only through hotel construction but also through a holistic approach. Integrating infrastructure, preserving cultural heritage, engaging local communities, and creating a coherent tourist narrative all work in synergy. This approach can be applied to the development of tourist destinations in Azerbaijan’s regions – from Sheki and Ganja to Garabagh – taking into account experience sharing and joint analysis of successful practices.

– How can digitalization and smart technologies help Azerbaijan develop sustainable tourism and enhance the tourist experience?

– Azerbaijan has a more advanced digital infrastructure and high-tech sector than Uzbekistan did at the time of the project. The new state plan includes creating a tourism information system – an important first step, but I would recommend going further. Smart tourism management involves using real-time data to redistribute tourist flows from overcrowded areas to less-visited locations. It also includes predictive analytics that help local businesses plan staffing and inventory. And, of course, AI-driven personalization can suggest lesser-known attractions to tourists that they would otherwise never discover.

Equally important is sustainability. Digital tools enable monitoring environmental impact in natural zones, regulating visitor numbers in ecologically sensitive areas, and creating feedback loops that maintain balance between tourism development and heritage preservation.

– Which aspects of tourism diversification in Khorezm and Azerbaijan could be useful for joint development of tourist destinations?

– The experience of Khorezm and Azerbaijan demonstrates a similar strategy: successful tourist centers thrive when strong regional destinations develop around them. In Khiva, tourists not only visited the city but also explored rural guesthouses, traditional workshops, and historical fortresses, which increased both length of stay and on-site spending. Similarly, Baku can act as a hub directing tourists to diverse regional routes, creating an integrated network of attractive destinations.

For second-tier cities such as Ganja, Sheki, or Lankaran, the experience of both regions highlights the importance of developing local tourism management. Technical expertise and development strategies are more effective when implemented at the regional level, creating a unified approach to sustainable tourism growth.

– How can investments in regional tourism contribute to strengthening Azerbaijan’s international image?

– Tourism investments are often considered too narrowly – focused only on the number of tourists or hotel beds. In my view, the deeper impact is far broader: it shapes how a country is perceived internationally. When the EBRD invested in Khorezm, it shifted global perception. Uzbekistan was chosen as the first pilot country because its cultural and historical heritage offered genuine competitive advantages on the global tourism market. Association with a reputable international institution working on a long-term project sent a signal that the country is open, reliable, and ambitious.

Azerbaijan is at a similar turning point. Despite a larger economy and more developed infrastructure compared to its neighbors, tourism revenue remains well below potential. The challenge is not the resources – they exist – but the experience and story told about them, especially beyond Baku. When Azerbaijan invests in regional tourism – restoring a guesthouse in Sheki, developing hiking trails in Garabagh, certifying a wine route in the Shirvan foothills – each investment sends a signal to the world: this is a country confident in its identity and ambitious about the future.

– What promising areas for joint tourism projects between Uzbekistan and Azerbaijan do you see?

– Honestly, this is one of the most underrated opportunities in the region, and it genuinely excites me. Both countries share Turkic heritage, the historical Silk Road trajectory, and a common interest in attracting the same type of tourist – culturally curious travelers from Europe, Japan, or North America, seeking depth and authenticity rather than packaged tours. Currently, such tourists choose either one country or the other. There is no reason why they couldn’t choose both as part of a single itinerary.

Beyond heritage, I see real potential in crafts and gastronomy. Both countries possess remarkable living traditions – silk production, ceramics, miniature art, plov culture, winemaking – largely unknown globally. Joint festivals, master exchange programs, and co-branded culinary tourism products could create international recognition for both countries.