Tajikistan is stepping up efforts to attract more visitors from the United Arab Emirates and other Gulf Cooperation Council (GCC) countries by expanding international promotion, strengthening partnerships with travel companies and showcasing its diverse natural, cultural and wellness tourism offerings.
Salimzoda Ziyodullo, Deputy Chairman of the Tourism Committee of the Republic of Tajikistan, said the country attaches particular importance to the UAE and Gulf markets and is working to enhance its presence through major international tourism exhibitions and targeted promotional campaigns.
In an interview with” Iris Media News Network “in Dushanbe, Salimzoda said Tajikistan regularly participates in major tourism events, including ITB Berlin, World Travel Market (WTM) London and Arabian Travel Market (ATM) Dubai. These platforms provide opportunities to promote the country’s destinations, exchange expertise and strengthen cooperation with international tourism organisations and companies.
He said Tajikistan is also developing promotional films and tourism materials in Arabic, English and German to better address the requirements of different international markets.
Diverse tourism opportunities
Salimzoda noted that visitor numbers from the UAE remain below Tajikistan’s expectations despite the country’s considerable tourism potential.
He said the Tourism Committee is seeking closer engagement with UAE travel and tourism companies and providing information on destinations, itineraries and tourism packages tailored to visitors’ interests and length of stay.
Tajikistan offers a broad range of tourism experiences, including eco-tourism, mountain tourism, cultural and wellness tourism, as well as adventure tourism, hunting and experiences centred on local cuisine and folk traditions.
The country’s mountainous terrain provides extensive opportunities for nature-based tourism, exploration and mountaineering. Ismoil Somoni Peak, rising to approximately 7,495 metres above sea level, is among Tajikistan’s most prominent mountain landmarks and attracts mountaineers and adventure travellers.
The Gorno-Badakhshan Autonomous Region and Sughd Region also offer opportunities to develop tourism routes combining nature, history and heritage, including destinations associated with the historic Silk Road.
International partnerships
Salimzoda said international cooperation is a key pillar of Tajikistan’s tourism development strategy.
The Committee for Tourism Development has concluded more than 35 cooperation agreements and memoranda of understanding with foreign countries, aimed at promoting the exchange of expertise, strengthening cooperation with international tourism organisations and opening new opportunities for joint promotion.
He stressed that partnerships involving government institutions, the private sector and travel and tourism companies can help Tajikistan access new source markets and expand international tourism flows.
The official also underlined the importance of safety and security in strengthening the country’s appeal as a tourist destination, saying
Tajikistan is committed to providing visitors with a safe and comfortable environment.
Media and digital promotion
Salimzoda highlighted the role of international and local media in promoting Tajikistan’s tourism potential.
He said the Tourism Committee has concluded cooperation agreements with Russian television channels and welcomes media crews producing films and programmes showcasing the country’s tourism destinations, particularly for audiences in the Russian market.
He also noted that the Committee works with local media specialising in tourism, culture and handicrafts, while organising field visits for journalists to different regions and destinations to produce visual and informative content.
Social media is another important component of Tajikistan’s promotional strategy, with efforts focused on strengthening the country’s presence on Instagram, TikTok, YouTube and Facebook through photographs, videos and informative content.
Strengthening UAE-Tajikistan tourism ties
Salimzoda said there are significant opportunities to further strengthen tourism cooperation between Tajikistan and the UAE, particularly through joint promotion, expertise exchange and partnerships between travel and tourism companies.
He expressed the hope of increasing tourism flows in both directions, noting that media and marketing cooperation can introduce Emirati travellers to Tajikistan’s natural and cultural attractions while encouraging Tajik tourists to visit the UAE.
He invited UAE and GCC travel and tourism companies to explore opportunities in Tajikistan and cooperate with local institutions and businesses in developing tourism programmes tailored to Gulf visitors.
He said Tajikistan stands ready to strengthen communication, exchange tourism information and promotional materials, and build sustainable partnerships that can contribute to expanding tourism flows between Tajikistan and the Gulf countries.
