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...