Uzbekistan is initiating a program called Country Placement, aimed at promoting the country through foreign films and series. The state has expressed readiness to provide financial assistance to international film productions on the condition that they feature iconic locations of the republic and highlight these attractions for a global audience.
Authorities expect that after the premieres of such films in cinemas or on popular streaming platforms like Netflix and Amazon, interest in Uzbekistan will increase. This method is known as film tourism, which is actively used by many countries because viewers often visit filming locations after watching successful movies.
The search for suitable projects has been entrusted to the Project Office for Tourism Product Development. Specialists from this office will monitor the global film market, find promising ideas even at the script stage, and negotiate with film studios. To qualify for state support, filmmakers must include recognizable places, historical monuments, or tourist sites of Uzbekistan in their works, ensuring that the viewer clearly understands that the action takes place in this country.
In addition to mandatory requirements, the film must meet extra criteria. For example, it must be available on an international streaming platform with a base of at least one million paid users or undergo wide theatrical release in at least three countries, where screenings exceed one thousand showings. Participation of renowned figures in the film industry, such as actors, directors, or producers recognized with awards like the 'Oscar', 'Golden Globe', BAFTA, or prizes from major international film festivals, is also considered an advantage.
Each application will be reviewed by a special commission, and the amount of state aid will be determined individually for each project. Payments are planned in stages: the first part is made after shooting scenes related to Uzbekistan, and the remainder is paid after the film is released in theaters or on streaming services. Furthermore, Uzbekistan offers monetary compensation to attract foreign film crews and international film projects, allowing foreign film companies to reimburse some of the costs incurred during filming in the country.
Uzbekistan is aiming to occupy a significant position in the growing market of pilgrimage tourism in Central Asia. The republic possesses a unique advantage in the form of rich spiritual heritage, as prominent Islamic scholars and thinkers lived on its territory. The cities of Samarkand, Bukhara, Tashkent, and Termez have long been pilgrimage destinations for religious travelers. Furthermore, Uzbekistan's geographical location in the center of Central Asia and developed air connections make it a convenient transit hub for pilgrims from neighboring countries such as Kazakhstan and Kyrgyzstan. Islamiddin Sirojiddinov, a specialist in diversification management at the Tourism Committee, noted that the combination of spiritual heritage and developed infrastructure opens up good opportunities for the development of this sector. The Umrah Plus concept is being implemented, which allows pilgrims traveling for Umrah to include visits to Uzbek cities before or after their trip to Saudi Arabia.
