Azerbaijan and Uzbekistan unveiled joint tourism offerings at the «Highlights of the Silk Road» European roadshow in Prague, the first event co-hosted by the Azerbaijan Tourism Board (ATB) and Uzbekistan’s National PR Centre to position both countries as leading Silk Road destinations.
The showcase, part of a six-city swing engaging Central & Eastern European stakeholders and linked marketing in Barcelona, spotlighted UNESCO-listed heritage, cultural circuits, and nature-led itineraries. Azerbaijan promoted Baku’s old-and-new city appeal alongside mountain getaways in Guba and Gabala, while Uzbekistan highlighted the historic cities of Samarkand and Bukhara.
Presentations also pitched high-growth niches: ecotourism, culinary travel (from plov to dolma), and wellness, including Azerbaijan’s Naftalan resort and Uzbekistan’s hot-spring and alpine retreats in Chimgan and Beldersay. Emerging ski tourism featured prominently, with Azerbaijan’s Shahdag and Uzbekistan’s Chimgan/Beldersay billed as value alternatives to crowded European slopes.
B2B sessions connected ATB and Uzbek delegates with Czech and wider European tour operators, hoteliers, and airlines to develop joint products and campaigns. Organizers said the roadshow advances a broader strategy to deepen Europe–Central Asia travel links and elevate the Silk Road’s profile through sustainable, year-round tourism.
