The Government of Uzbekistan has appointed an Israeli tourism professional as its Tourism brand Ambassador to Israel. The position was awarded to Mr. Nissan Moshayev, co-owner and co-CEO of the religious tourism company Asia Travel. The official letter of appointment was presented during a meeting of senior Israeli tourism professionals held yesterday at the Embassy of Uzbekistan in Israel, by the Uzbek Consul, Shukhrat Abdullaev.

Abdullaev explained that Moshayev was selected in recognition of many years of cooperation, during which he has actively promoted tourism from Israel to Uzbekistan and strengthened ties between the two countries.

In his acceptance speech, Moshayev, who was born in Samarkand, noted that Uzbekistan has, for the first time, entered the list of the world’s seven most visited countries. According to him, more than 10 million tourists visited Uzbekistan in 2025, including approximately 20,000 Israelis. He added that most Israeli visitors are immigrants from the former Soviet Union or descendants of families originating from Samarkand, Bukhara, Tashkent, and Khiva. However, he emphasized that Asia Travel, which has been operating for 26 years, is also working to attract a broader Israeli audience. A trend he expects to strengthen in his new role.

Moshayev also referred to the once-thriving Jewish communities of Uzbekistan, most of whose members immigrated to Israel following the fall of the Iron Curtain. Today, the Bukharan Jewish community numbers around 300,000 people in Israel and in the United States. According to him, community members maintain close ties with their cities of origin, and recently a kosher restaurant has opened in Samarkand.

He noted that alongside heritage tourism, there is also significant activity by Israeli businesspeople and organized tour groups. Asia Travel provides a full range of services. From flights and hotel accommodations to limousine services and personal drivers. He further pointed out that Israel’s Arab sector is also showing growing interest in Uzbekistan: “Over the past year, we have sent eight tour groups from the Arab sector,” he said. He concluded by stressing the country’s high level of safety, noting that Jewish tourists can walk around freely and securely, even while wearing a kippah or visible Jewish symbols.

The main speaker at the conference, held in Ramat Gan, was Mr. Tokhir Shamsimatov, Head of Marketing at the Uzbek Ministry of Tourism, who joined via Zoom from Tashkent. In his remarks, he emphasized that Uzbekistan lies along the historic Silk Road and served for centuries as a major hub of international trade. He presented the country’s leading tourism destinations- Samarkand, Bukhara, and Khiva, and noted that UNESCO recognizes the cultural significance of many historical sites in Uzbekistan.

Shamsimatov shared figures from the local hospitality industry: approximately 1,250 hotels operate across the country, offering around 93,700 beds, including properties of international hotel chains. In addition, Uzbekistan boasts modern ski resorts suitable for winter tourism, which host international sports events and festivals. He invited Israeli tour operators to visit both as event organizers and as travelers.

Following him, Mr. Oscar Akhmedov, Head of the Tourism and Diplomatic Assistance Department at the Uzbek Ministry of Foreign Affairs, addressed the audience via Zoom from Tashkent. He presented the logistical and hospitality services offered by his ministry, highlighting the Uzbek tradition of warm hospitality. A significant portion of his remarks was dedicated to luxury tourism services, including VIP transportation. According to him, the ministry works with approximately 240 luxury hotels and 30 resorts, and he invited Israeli tourism professionals to make use of these services.

The event was sponsored by Uzbekistan Airways and Centrum Air. Uzbekistan Airways representative ⁠Bokhodir Dadamukhamedov welcomed the participants and presented the airline’s summer schedule, which will include four weekly flights to Israel, up from three at present. He invited the airline’s representative in Israel, Mila Aznian of Hillel Tours, to present the company’s group marketing activities.

Rumi Mukhamadaliev, who arrived in Israel about a month ago to manage the local branch of Centrum Air, presented the airline’s operations at the conference, even though Israel does not yet appear on the route map shown in the presentation. He explained that Centrum is the aviation passenger arm of the Centrum Group, which includes five companies in the hospitality, tourism, and cargo sectors. In 2025, the airline transported more than 1.6 million passengers. Its strategic vision is to transform Tashkent and Samarkand into international aviation hubs, with stopovers in Samarkand.

The airline’s fleet currently includes 11 aircraft, with two additional passenger aircraft expected to join in 2 months. By the end of 2026, Centrum aims to operate a fleet of 21 aircraft, with a long-term goal of reaching 100 aircraft by the end of the decade.

On the Israel route, Centrum Air currently operates three weekly flights. Two to Tashkent and one to Samarkand. With the option to return from the second destination as well. Ahead of the summer season, an additional flight to Samarkand will be added in March. Flights operate on Sundays and Thursdays, “to allow passengers to return to Israel before Shabbat,” Mukhamadaliev noted.

He concluded by presenting a dedicated marketing plan for Israel, tailored to different market segments, and called on travel agents to join future promotional activities. He also offered familiarization tours to Uzbekistan for agents and journalists to further promote tourism to the country.

In addition to the airlines that participated in the conference, other carriers operate on the Israel–Uzbekistan route. Qanot Shark is expected to resume a weekly flight to Samarkand in early April. By contrast, Air Samarkand has suspended its operations on the Israel route.

The conference was moderated by Mr. Sherzod Shavkatbekov, Trade Advisor. Notably absent was the Ambassador of Uzbekistan to Israel, Jakhongir Aminov, who sent his greetings to the participants. The event concluded with a kosher lunch featuring traditional Uzbek dishes- plov and samsa.

Judging by the atmosphere at the conference, Uzbekistan is no longer asking if to attract Israeli tourists, but rather how to prepare for the next wave. With an Israeli tourism ambassador, an expanding flight schedule, and a clear message of openness and security, the real question no longer seems to be whether Israelis will travel to Samarkand and Bukhara, but when these destinations will become routine stops on the flight board, somewhere between Athens and Dubai. In the meantime, at least one thing is already certain: the plov and samsa left guests convinced that this is a destination worth returning to.