Sunny Yip: Uzbekistan Could Become a New Magnet for Tourists from Hong Kong and China

For many residents of Hong Kong, Central Asia remains largely unexplored territory on the global tourism map. While travelers have long embraced destinations such as Japan, South Korea, and Southeast Asian countries, the nations located along the historic Silk Road are only beginning to attract the attention of a new generation of tourists seeking less conventional routes and more immersive cultural experiences.

Among those observing this shift is Sunny Yip, head of Goldjoy Group, one of Hong Kong’s leading international tourism holdings. For more than three decades, the company has been developing overseas destinations and exploring emerging markets for Asian travelers.

According to Mr. Yip, interest in Central Asia is gradually moving beyond a niche group of experienced travelers and becoming part of a broader tourism trend. Between January and April 2026, Uzbekistan welcomed more than 130,000 visitors from China, representing a 78 percent increase compared to the same period in 2024. An increasing number of tourists from both Hong Kong and mainland China are looking for destinations that offer not only attractions but also a genuine sense of discovery.

“People want to see something new,” he notes. “They are searching for places with a rich history, unique cultural identity, and an atmosphere that cannot be replicated anywhere else.”

In this context, Uzbekistan is well positioned to benefit. Samarkand, Bukhara, and Khiva have long been renowned among historians and Silk Road scholars, yet for the mass tourism market in East Asia, the country remains a relatively new destination.

The Launch of Direct Hong Kong–Tashkent Flights

One of the key factors that could accelerate this process, according to the expert, is improved transport connectivity. Today, traveling between Hong Kong and Tashkent usually requires one or more stopovers and can take up to 16 hours. The introduction of direct flights, Mr. Yip believes, could significantly change the situation.

“When travel time is almost cut in half, a destination automatically becomes accessible to a much broader audience,” he add.

The experience of cities such as Singapore and Dubai demonstrate the substantial impact that air connectivity can have on tourist flows. The development of direct routes not only stimulates tourism but also strengthens business ties, investment cooperation, and international visibility.

For Uzbekistan, direct flights to Hong Kong would mean more than simply gaining access to one of Asia’s largest aviation hubs. It would also provide exposure to a vast audience of travelers from across the region. According to the expert, a convenient air link with Hong Kong effectively opens the door to the markets of East and Southeast Asia.

At the same time, Tashkent has the potential to serve not only as a final destination but also as a regional hub for onward travel throughout Central Asia, including Kazakhstan, Kyrgyzstan, and Tajikistan.

Visa-Free Travel and New Opportunities for Visitors

Sunny Yip also considers visa policy to be an equally important factor. At present, Hong Kong passport holders can stay in Uzbekistan visa-free for up to ten days. According to the expert, for travelers covering long distances to explore the region, this period is often too short.

“If someone flies across half a continent, they want to see as much as possible and immerse themselves more deeply in the country’s culture,” says Sunny Yip.

Extending the visa-free stay period to 30 days would allow visitors to plan longer itineraries, covering not only Tashkent, Samarkand, and Bukhara, but also lesser-known regions such as Karakalpakstan, Surkhandarya, and the Ferghana Valley. Longer stays generally translate into higher tourist spending within the country, making such measures beneficial both for travelers and for the national economy.

Despite growing interest in the region, Central Asia still faces a challenge in terms of visibility and recognition across Asian markets. Many residents of Hong Kong have only a limited understanding of the countries of the region. Among the most common barriers are a lack of information, language difficulties, and lingering stereotypes. One practical solution, according to the expert, would be to increase the number of tourism professionals who speak Chinese.

“Chinese is spoken by around 1.5 billion people worldwide. The ability to obtain information, book excursions, or seek assistance in one’s native language makes travel significantly more comfortable,” he notes.

According to Sunny Yip, another important factor that could further stimulate interest in Uzbekistan is the country’s rapidly developing tourism infrastructure. In recent years, the region has seen a significant expansion of its hotel network, improved transport connectivity between cities, and the emergence of new tourist attractions and services designed for international visitors.

However, as the expert emphasizes, infrastructure development alone is not enough. The next stage should involve a more active promotion of Uzbekistan and Central Asia across Asian markets.

“It is important not only to make the country accessible to travelers, but also to tell the world about it,” says Mr. Yip. “The expansion of air connectivity should be accompanied by joint marketing initiatives that help raise awareness of the region among tourists from Hong Kong and mainland China.”

Hospitality, Culture, and Modern Development

However, according to Mr. Yip, Uzbekistan’s greatest advantage remains its sense of authenticity.

“The people here are remarkably open and hospitable. It is a place where ancient history exists not only in museums but also in everyday life,” he says.

For travelers from Hong Kong, the opportunity to continue their own journey along the historic Silk Road holds particular appeal. Many are already familiar with the Chinese segment of this heritage and increasingly view Central Asia as a natural extension of the route.

Beyond its historical landmarks, Uzbekistan offers what is becoming increasingly valuable to modern travelers: the opportunity to immerse themselves in local culture, experience world-class architecture, discover rich culinary traditions, and enjoy a relatively affordable travel destination.

As the country continues to develop its hospitality infrastructure, transportation network, and tourism services, it is steadily strengthening its position in the international tourism market.

“Uzbekistan has all the prerequisites to become one of the most sought-after cultural destinations for travelers from Hong Kong and China,” Mr. Yip believes. “The country possesses enormous potential. The question is how quickly the world will discover it.”