Uzbekistan Tourism Brand Gains More Than 1 Billion Views During World Cup 2026
An international campaign promoting the Uzbekistan tourism brand during the 2026 FIFA World Cup generated more than 1.07 bn views and led to a sharp rise in interest in the country as a tourist destination, according to Uzbekistan’s Tourism Committee.
Alongside Uzbekistan’s national team matches at the tournament, the number of foreign media publications about the country increased significantly, as did the number of travel-related searches linked to Uzbekistan.
The most noticeable rise in interest was recorded during Uzbekistan’s matches against Colombia and Portugal. According to the Tourism Committee, searches for «Uzbekistan Colombia World Cup 2026» rose by 450%, overall interest in the search term «Uzbekistan» increased by 40%, and tourism-related searches about Uzbekistan grew by a further 10%.
As part of the campaign, materials about the country’s tourism potential were published in more than 3,000 international media outlets and news aggregators. Total audience engagement exceeded 52 mln interactions.
Publications about the Uzbekistan tourism brand appeared not only in sports media, but also in major global outlets, including BBC, ESPN, MSN, The Guardian, Fox News, Daily Mail, NDTV and VnExpress.
Another part of the campaign focused on promoting Uzbekistan’s tourism potential directly in the World Cup host cities. The Tourism Committee organised national stands, fan zones and cultural programmes for foreign fans and tourists.
One of the key projects was a presentation of Uzbekistan at Atlanta International Airport, one of the world’s largest aviation hubs. The display featured tourist routes, cultural programming and travel opportunities across the country.
The Tourism Committee noted that the experience of FIFA World Cup 2026 confirmed the effectiveness of using major international events to promote Uzbekistan’s tourism brand and build sustained interest among foreign tourists.
