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Analysis of uzbekistan’s tourism industry

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Analysis of uzbekistan’s tourism industry

  1. 1. 2011Analysis of Uzbekistan’s tourism industry Paritosh Kashyap [Type the company name] 01-Jan-11
  2. 2. Analysis of Uzbekistan’s tourism industryUzbekistan: Country ProfileUzbekistan is a central Asian country rich in culture and heritage and blessed with exoticlandscapes. Prior to becoming a free state in 1991 it was the part of USSR. Considered as a lowermiddle income developing nation, it enjoys an exceptional literacy rate of 99 percent. It is alsoone of the two doubly land locked (a land locked country surrounded by land locked countries)countries in the world (The other is Liechtenstein). The given report is a comprehensive analysisof emerging Uzbek tourism. 12 10 9.5 9 8.5 8 8.1 7.7 7 7.3 6 Uzbekistan 5.3 5.2 4.8 4.9 4.7 4.9 4 4.2 4 4.2 World 3.8 3.8 3 3.1 2.7 2 0 -0.7 1 2 3 4 5 6 7 8 9 10 11 -2Fig 1: shows GDP growth rates of Uzbekistan Vis a Vis World, from 2000-10. Source: WorldBankParitosh Kashyap Page 2
  3. 3. Analysis of Uzbekistan’s tourism industry 2010 87.0 2008 72.8 2006 58.0 2004 47.3 2002 40.2 0.0 20.0 40.0 60.0 80.0 100.0Fig 2: shows the GDP (PPP) of Uzbekistan in US $ billions from 2002-10. Source: World BankPopulation 28.25 MillionPopulation density 65.3Internet users 5.86 millionTable 1: Shows basic details of UzbekistanUzbekistan: Tourism statisticsParitosh Kashyap Page 3
  4. 4. Analysis of Uzbekistan’s tourism industry 2010 108.3 2009 99 2008 64 2007 51 0 20 40 60 80 100 120Fig 3: Shows the tourism receipt for Uzbekistan for 2007-10 in US $ millions. Source:Euromonitor Russia 24 Greece 17 Iran 13 Turkey 10 Uzbekistan 4 Afghanistan 2 Tajikistan 1 0 5 10 15 20 25Fig 4: Shows total no. of world heritage sites in Uzbekistan in comparison to other countries inthe nearby region of Central Asia, Europe and Middle East. Source: UNESCOParitosh Kashyap Page 4
  5. 5. Analysis of Uzbekistan’s tourism industryCategory No.5 Star & 4 Star Hotels 253 Star & 2 star Hotels 32Total no. of hotels 300Total no. of rooms 9000Table 2: figures are based on the data generated by a website called “Sairam Travels & may notbe exactly correct. Russia 329,400 Turkey 106,000 Greece 102,500 UAE 50,800 Uzbekistan 39,700Fig 5: shows the aircraft departure statistics (most recent by countries). Source:nationmaster.comParitosh Kashyap Page 5
  6. 6. Analysis of Uzbekistan’s tourism industry Russia 12.0 Greece 8.7 Iran 7.4 Uzbekistan 4.6 Turkey 4.0 Tajikistan 0.5 Afghanistan 0.0 0.0 2.0 4.0 6.0 8.0 10.0 12.0Fig 6: Shows the per capita emission of CO2 in Metric Tons for Uzbekistan in comparison toother countries in the nearby region of Central Asia, Europe and Middle East. Source: WorldBank.Uzbekistan: Types of tourismUzbekistan has huge potential of morphing into a tourist hub par excellence. The Central Asiancountry is blessed with plethora of archaeological sites and exotic landscapes. The govt. ofUzbekistan is seeking huge investments in developing infrastructure and promoting the countyas a great tourist destination.Around 85 percentage of the tourist visiting the nation are 55 or above (, 2011).They like the calm and serene atmosphere of Uzbeki cities and come here for visitingarchaeological sites and monuments dating back to Alexander & Zoroastrian era. Major touristcities are- Tashkent, Samarkand, Bukhara and Khiva etc. Major tourism period is April, Mayand September, October. The major types of tourism in Uzbekistan are as follows:Paritosh Kashyap Page 6
  7. 7. Analysis of Uzbekistan’s tourism industry Cultural and Historical tourism: Tourism in Uzbekistan is primarily centered on cultural tourism. Situated on the cross roads of Silk Road, Uzbekistan is home to around 4000 historical and architectural monuments. It has a plethora of archaeological sites to offer- mosques, mausoleums, palaces, forts, ruined Buddhist temples, monasteries & statues etc. Recreational, Adventure and Nature tourism: Uzbekistan has a wide range of contrasting landscapes & natural beauties - mountains, valleys, desserts, forests, rivers etc. It offers various types of adventure activities such as- trekking, mountain climbing, water sports, river rafting, safaris, bird watching, hunting, fishing, horseback riding etc. It has lot of mineral rich springs making it a great potential hub for recreational tourism. Business tourism: This fastest growing central Asian country is a potential hub for business related/ MICE activities (meetings, incentive travels, conferences and exhibitions). Fast GDP growth rate, plenty of oil, natural gas and minerals along with an availability of a gamut of cultural & natural offerings can transform it into a regional tourist’s hub. Religious and Spiritual tourism: Many tourists visit Uzbekistan for religious and spiritual purpose. It has a wide range of religious sites such as mosques, tombs, Sufi shrines etc. There are more than 160 Muslim relics located in Uzbekistan. Dental & Medical tourism: Uzbekistan had established state of the art dental clinics in Tashkent and other major cities in the country. These clinics are equipped with topParitosh Kashyap Page 7
  8. 8. Analysis of Uzbekistan’s tourism industry quality instruments & human expertise. These clinics are much economical than clinics in Europe and Russia.UZBEKISTAN: WEB PRESENCE Morocco 75.3 8.8 Malaysia 114.0 21.2 Peru 50.6 11.9 Poland 72.7 12.5 Kenya 103.0 Google 9.2 Romania 52.1 Yahoo 9.3 Venezuela 42.8 13.8 Syria 62.0 9.4 Uzbekistan 32.4 3.1 0 20 40 60 80 100 120Fig 7: shows the number of search results in millions for Google and Yahoo, on typing, tourismin “name of the country”. For instance “tourism in Syria” All the nations in the list aredeveloping nation, with population lying between 2o to 40 millions.Paritosh Kashyap Page 8
  9. 9. Analysis of Uzbekistan’s tourism industry Morocco 130,000 Malaysia 110,000 Peru 53,000 Poland 49,000 Kenya 33,000 Romania 12,000 Venezuela 11,000 Syria 4,800 Uzbekistan 1,400 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000Fig 8: Shows number of reviews in Trip Advisor related to various countries along withUzbekistan. Source: Trip Advisor. Malaysia 5,870 Peru 4,390 Kenya 2,650 Poland 2,510 Romania 2,280 Morocco 2,190 Venezuela 1,260 Syria 1,170 Uzbekistan 231 0 1,000 2,000 3,000 4,000 5,000 6,000Fig 9: Shows number of search result in You Tube, on typing <country name tourism>, forinstance: Poland tourism. Source: You Tube.UZBEKISTAN TOURISM: SWOT ANALYSISParitosh Kashyap Page 9
  10. 10. Analysis of Uzbekistan’s tourism industryA SWOT (strength, weakness, opportunity and threat) analysis of tourism industry inUzbekistan can offer a clearer picture of the overall scenario of the tourism industry in thecountry.Strengths Uzbekistan is witnessing high GDP growth rate. Since 2005, its GDP is growing with more than 7 percentages. It has plethora of archaeological sites and natural beauties to offer. It enjoys strong social infrastructure. For instance the literacy rate is exorbitantly high at 99 percentages. The cities of Uzbekistan are known to be calm and peaceful, often loved by cultural lovers and senior tourists. Strategically Uzbekistan is placed on the cross roads of the silk route. Situated in central Asia, it is close to Europe, cash rich Gulf States as well as emerging powers like Russia, China and India. Govt. at Uzbekistan is keeping tourism at high up on their agendas. The Uzbek president Islam Karimov is a tourism evangelist, noted author of many books on tourism and takes care of the tourism ministry himself.Weakness So far the tourism receipt and arrival have been abysmally low. Uzbekistan still has a long way to go to catch up other major tourist destinations such as Turkey, UAE and Greece etc. Uzbekistan is definitely placed in a strategic location, favorable for tourism industry, but it also a region blessed with some heavy weights of tourism industry. The Middle East &Paritosh Kashyap Page 10
  11. 11. Analysis of Uzbekistan’s tourism industry Central Asia region has two of the top 10 visited cities of the world- Dubai & Istanbul (, 2011). Uzbekistan’s tourism industry has abysmally low web presence; as depicted by figure 4 and 5, it is even much lower than places like Syria and Romania which are not known to be great tourist destination. Across the world there is a perception that Uzbekistan offers only cultural & archaeological sites to visit. The adventurous and recreational aspects are still vastly unknown (, 2011). It lacks state of the art airlines, convention centers and hotels to bolster its ambition. For instance take the example of small Gulf state UAE which has got some world class airlines, hotels and convention centers such as- Emirates, Etihad, DWTC, ADNEC, Burj al Arab, Emirates palace etc.Opportunities The govt. of Uzbekistan is implementing strong majors to promote it as a tourist destination. This will surely influence the industry in the coming time. There are many unexplored tourist places in Uzbekistan. With the help of better marketing strategy, there true potential could be realized. With large amount of mineral sources and spring in the mountain region, Uzbekistan has huge potential for recreational tourism sector. There are also lot of potential for other forms of tourisms- medical (dental), business and adventure. Uzbekistan is close to 3 of the 4 BRIC nations (Russia, India & China). These nations moving along high growth trajectories will constitute a major portion of the outbound tourism in the globe. Geographical proximity along with well integrated communication strategy can help Uzbekistan win a substantial pie of outbound tourists from these nations.Paritosh Kashyap Page 11
  12. 12. Analysis of Uzbekistan’s tourism industryThreat Many countries in the neighboring countries are also keeping tourism high up on their economic agenda. From Qatar to Turkey everywhere ambitious development plans are being incubated such as- Qatar 2022, Turkey 2023, Abu Dhabi 2030, Dubai 2015 etc. Once the plans will get realized, tourism sector across Central Asia & Middle can become very challenging. This will further complicate the chances of Uzbekistan getting transformed into tourist hub par excellence.Uzbekistan Tourism: Road map to successAnalyzing the statistics of Uzbekistan, followed by a “SWOT” analysis; it could be inferred thatit has all the potential of becoming a tourist hub par excellence. Uzbekistan is blessed with alarge number of archaeological sites and natural treasures. It also has modern tourisminfrastructure and is moving across high growth trajectories. In spite of the inherent potential,the statistics so far has been very disappointing. One of the prime reasons could be - Uzbekistanhas been grossly misunderstood as a nation and as a tourist destination. Primarily may be dueto minimal efforts in marketing Uzbekistan as a tourist destination. The concluding part of thereport will discuss a few strategies which might lead Uzbekistan to success.CommunicationUzbekistan seems to be suffering from lot of ignorance from tourists across the globe. In spite ofhaving a unique cultural identity, it appears to be perceived as yet another USSR state. Thoughtough and challenging, it is impediment for Uzbekistan to build a unique brand proposition foritself. This can be realized by more and more communications.Paritosh Kashyap Page 12
  13. 13. Analysis of Uzbekistan’s tourism industryUzbekistan is a country which is not only blessed with plethora of archaeological sites andnatural treasures but also armored with modern tourism infrastructure. But until unless theidea will not be communicated to the myriad tourist spread across the globe, the touriststatistics are not going to get a boosting. One of the very 1st steps should be advertise andmarket itself- strongly, largely and widely.Strong Web presenceThe present landscape of communication is getting transformed. The strong space enjoyed sofar by traditional media such as prints, TV and Radio broadcast is replaced upon by the digitalmedia. Unfortunately Uzbekistan still does not seem to be equipped well enough to adapt itselfto the new media landscape. It has an abysmally low web presence across all the major webplatforms. Even countries like Syria or Romania, primarily not considered as popular touristdestinations have much stronger web presence than Uzbekistan. In the present time, Uzbekistancannot afford to have a low web presence. It needs to implement a fully fledged digital mediamarketing strategy, utilizing regular web platforms such as- websites, banner ads, articles etc;along with social media platforms such as- Face Book, blogs, You Tube etc.Cater to emerging economies like China & IndiaChina and India are among the fastest growing outbound tourism markets in the world. With acollective population of around 2.4 billion and high GDP growth rates they are suppose to playinfluential role in global tourism industry in near future. In India outbound tourismexpenditures have grown from US $ 1.3 billion to US $ 8.2 billion in 2007. Outbound touristdepartures have grown from 3.7 million in 1997 to 9.7 million in 2007 (European TravelCommission, 2009).Paritosh Kashyap Page 13
  14. 14. Analysis of Uzbekistan’s tourism industryIt is stronger in case of China. According to figures released by China Tourism Authority (CTA)China had witnessed an international departure of 51 million- growth of 20 % over last year(Dragon Trail, 2011). Uzbekistan is geographically close to both of them and had sharedcultural ties with both the emerging giants since ages. It is high time to leverage it. A uniquemarketing strategy catering to the two emerging giants can be a good pay off in near future.Statistics should be made publicStatistics on Uzbekistan are not readily available. There are many popular web platforms suchas-, cost of living index website etc, often used by a large number oftourists worldwide, where data pertaining to Uzbekistan is missing. Similarly in the annualWEF travel and tourism competitiveness index- an annual report comprising of travel andtourism statistics of almost all the nations in the globe- Uzbekistan is absent. Non availability ofdata in such an important publication can be detrimental to Uzbek tourism industry and itsaspirations. Uzbekistan needs to come up with relevant data and circulate it across all therelevant platforms both off and online. Even if the data are not very attractive, it may helpconsolidate the image of Uzbekistan as a liberal, modern and globalized state.Reference 1>, 2011, Uzbekistan working to attract youth to stretch tourism season, available at stretch-tourism-season 2>, 2011, top 10 visited cities of the world, available Kashyap Page 14
  15. 15. Analysis of Uzbekistan’s tourism industry 3>, 2011, Uzbekistan working to attract youth to stretch tourism season, available at stretch-tourism-season 4> European Travel Commission, 2009, abstract, available at < http://www.etc- > 5> Dragon Trail, 2011, China soaring towards new tourism records, available at records-more-than-2-billion-domestic-and-over-50-million-outbound-travellers-in-the- first-nine-months-of-2011/Paritosh Kashyap Page 15