Tashkent, Uzbekistan (UzDaily.com) — In an effort to actively promote Uzbekistan’s tourism potential abroad, an honorary tourism ambassador has been appointed for the Benelux countries. The role will be carried out by Antonio Buscardini, President of the Brussels Press Club and head of the international media company Travel Tomorrow. His candidacy was approved with the support of the Uzbekistan Committee for Tourism Development.

The certificate of appointment was presented during a special event dedicated to preparations for the 43rd session of the UNESCO General Conference. For the first time in over four decades, this major international assembly will be held not in Paris, but in the historic city of Samarkand — a reflection of Uzbekistan’s growing role in global humanitarian and cultural initiatives.

As honorary ambassador, Antonio Buscardini will work to promote Uzbekistan’s tourism image through media projects, cultural programs, and the expansion of international partnerships. Particular attention will be given to highlighting the country’s unique cultural heritage, popular tourist routes, and fostering a positive image of Uzbekistan in Europe’s media landscape.

The event also highlighted the rapid development of Uzbekistan’s tourism sector, with a focus on the Committee’s efforts to modernize tourist infrastructure — particularly airports — and to expand cultural, pilgrimage, ecological, and gastronomic tourism offerings. Participants emphasized the importance of strengthening cooperation with leading tour operators in Europe, including those from the Benelux region.

A key moment of the event was the presentation of the documentary film Embarquement: Samarkand, produced for the international French-language television channel TV5Monde. With a global reach of more than 400 million households, this media project provides a unique opportunity to enhance Uzbekistan’s visibility as an attractive travel destination.