Uzbekistan needs a unique national tourist brand.

Globalization that erases national and cultural boundaries between states and symbolizes the triumphant progress of global corporations and brands brings a severe need to have its own unique and distinctive brand. This task has the same importance for the state as for any company. In the end, countries are offering to foreign people and foreign companies some products, to be more exact they offer themselves as a tourist or business centre, interesting and safe place to relax and make business. To attract foreign investments a country has to have a unique recognizable and positive image, in other words all that is covered by notion of brand.

Some countries has already created national brands and launched successful campaign to market national tourist product overseas. For the last two years new national symbols have been created by Moldova (Sun and Uva), Czech Republic (comic bubbles with texts and pictures inside), Belorussia (handwritten name with the image of cornflower) and others. 

The country that is aiming to promote tourism has to actively advertise itself and create a unique tourist product that will help to position country and distinct it from competitors. Besides the country with its own brand will help its own producers and support them in competitive market.
Five years ago a tourist logo has been created in Uzbekistan, the logo was approved by Uzbek tourist business that started actively using it in advertising campaigns in order to bring more foreign tourists to Uzbekistan. This logo does not reveal all features of Uzbekistan’s tourist potential that could make country standing out among its competitors. Though any tourist specialist knows that the main rich of Uzbekistan in terms of tourism and what distinct it from other states in Central Asia is variety and diversity of historical and architectural monuments scattered all over the country.
Uzbekistan impresses with vast variety of landscape and nature, beauty of architectural monuments, rich traditions and customs of Uzbek people, their picturesque culture.
Uzbekistan is famed not only for the number of its monuments but a high standards in hospitality industry. One can find comfortable hotels, tourist centres, guides, tourist infrastructure practically in any Uzbek town. Very popular are local guesthouses where tourist could get in touch with distinctive character of Uzbek people, feel Oriental culture.
Central position of Uzbekistan in Central Asia region, comfortable location in terms of transportation, good connections via auto, air and rails transport contribute to development of new tourist routes covering the whole territory of Uzbekistan.

Nevertheless, Uzbekistan as a tourist product in international market is not successful yet. The country is not among the leader in world tourism industry though has a firm desire to be. It’s time to unite and create one national tourist brand: ‘Uzbekistan’ and actively promote it among foreign tourists.