Uzbekistan named "Partner Country" of the B-Travel International Tourism Exhibition

From March 20 to 22, 2026, Barcelona, Spain, will host the international tourism exhibition B-Travel — one of the largest tourism events in Spain and Southern Europe.

For the first time, Uzbekistan is participating in this exhibition as a "Partner Country," underscoring the growing interest of the European tourism market in Central Asian destinations and Uzbekistan's growing role as a promising tourism destination.

B-Travel traditionally brings together the professional B2B segment of the tourism industry and the broader consumer market, serving as an effective platform for international cooperation, the presentation of tourism products, and the formation of new partnerships.

In 2026, the exhibition expects:

• more than 1,500 exhibitors and tourism brands,
• 35,000–40,000 visitors, including industry representatives and travelers,
• participants from more than 50 countries.

The event is attended by national and regional tourism administrations, leading tour operators, airlines, cruise lines, hotel chains, and representatives of the DMC and MICE sectors. The exhibition program includes a rich business agenda: B2B meetings, thematic forums, destination presentations, and professional discussions aimed at developing sustainable tourism and international cooperation.

By participating in the exhibition, Uzbekistan, as a partner country, receives expanded opportunities for international promotion. The country's tourism potential will be showcased not only at the national stand but also on the exhibition's official communication platforms, including its digital channels, website, marketing materials, media communications, and information resources for visitors. This will significantly enhance recognition of Uzbekistan's tourism brand among an international audience.

Being a "Partner Country" will allow Uzbekistan to widely showcase its tourism potential, cultural heritage, unique routes of the Great Silk Road, gastronomy, handicrafts, and modern tourism opportunities.

Participation in the exhibition will be an important step in strengthening Uzbekistan's tourism brand in the European market, expanding cooperation with international tour operators and air carriers, and promoting the country among travelers from Europe, Latin America, and other regions of the world.

The event will open new prospects for positioning our republic as a unique cultural, historical, and modern tourist destination, uniting the ancient cities of the Great Silk Road, a rich cultural heritage, distinctive traditions, and hospitality.

For detailed information about the exhibition, please call +998 91 429 97 77