UNESCO World Heritage Journeys Khiva, Uzbekistan

Supporting the management and marketing of the destination of Khiva in Uzbekistan

  • Client: The United Nations Educational, Scientific and Cultural Organization (UNESCO)
  • Partners: Destination of Khiva
  • Project Duration: October 2021 - March 2022

The city of Khiva in Uzbekistan experienced tremendous tourism growth in 2018 and 2019. In February of 2020 they partnered with UNESCO to develop a Destination Management Plan and Sustainable Tourism Strategy for the World Heritage Property of Itchan Kala and the City of Khiva. This plan was developed in partnership with a broad range of tourism industry professionals and included four main goals:

Better safeguard and protect the Outstanding Universal Value of the Itchan Kala World Heritage Property, including the intangible cultural heritage and living traditions valued by residents
Enhance the delivery of world-class visitor services and develop a highly skilled tourism workforce
Increase destination awareness and attract higher spending markets that stay longer in Khiva, through increased and more effective destination marketing and promotion
Deliver meaningful benefits from tourism to all Khorezmliks while maintaining a “living city” within Itchan Kala

Unfortunately, the COVID-19 global pandemic devastated Khiva’s tourism economy and prevented them from implementing this management plan and tourism strategy. The destination is now looking to work together to help the industry recover and attract visitors to the city. To achieve these goals, Solimar will assist with developing a destination marketing brand, website, and marketing program for Khiva.

Major Activities

  • Work with public and private tourism and heritage stakeholders to explore the possibility of creating a Destination Management Organization (DMO)
  • Form group of local tourism business owners and related stakeholders to help review and answer questions during the development phase of the website to promote Khiva
  • Provide training and support a local specialist to a leadership group of private sector tourism companies that will help make decisions


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