Uzbekistan Tourism Committee's Media Campaign During the 2026 FIFA World Cup Surpassed One Billion Views
The international media campaign launched by the Tourism Committee of Uzbekistan during the 2026 FIFA World Cup generated a cumulative media reach of more than 1.07 billion audience impressions, the Dunyo News Agency reports.
According to the Committee, the campaign accompanied Uzbekistan's national football team's participation in the tournament and was designed to promote the "Uzbekistan" tourism brand to international audiences.
The Committee noted a significant increase in international media coverage of Uzbekistan during the team's World Cup matches, alongside a rise in online searches for "Visit Uzbekistan," "Travel Uzbekistan," and "Uzbekistan Tour." The strongest surge in interest was recorded during Uzbekistan's matches against Colombia and Portugal.
Data from Google Trends and the Committee's monitoring system showed that searches for "Uzbekistan Colombia World Cup 2026" increased by 450%, overall interest in the keyword "Uzbekistan" rose by 40%, while tourism-related searches about Uzbekistan grew by a further 10%.
Articles highlighting Uzbekistan's tourism potential were published by more than 3,000 international media outlets and news aggregators. Total audience engagement exceeded 52 million interactions. Coverage appeared in leading international media including BBC, ESPN, MSN, The Guardian, Fox News, Daily Mail, NDTV, and VnExpress.
In addition to its digital outreach, the Tourism Committee organised a series of on-site promotional activities in the World Cup host cities, including national tourism stands, official fan zones, cultural programmes, and presentations showcasing Uzbekistan's tourism potential.
One of the campaign's flagship initiatives was a promotional exhibition at Hartsfield–Jackson Atlanta International Airport, where international visitors were introduced to Uzbekistan's tourism routes, rich cultural heritage, and investment opportunities in the country's tourism sector.
The Tourism Committee emphasised that the campaign demonstrated the effectiveness of leveraging major international sporting events to promote Uzbekistan's national tourism brand and generate sustained interest among prospective travellers.
