At the initiative of the Embassy of Uzbekistan in the State of Israel, the Uzbek private airline ‘Air Samarkand’ and the tourist complex ‘Silk Road Samarkand’ together with the Israeli travel company ‘Asia Travel’ honourably presented the tourism potential of Uzbekistan at the 31st International Mediterranean Tourism Exhibition (IMTM 2025), which took place 7-8 May in Tel Aviv. together with the Israeli travel company ‘Asia Travel’ presented the tourism potential of Uzbekistan in the 31st International Mediterranean Tourism Market (IMTM 2025), which was held on 7-8 May in Tel Aviv.

IMTM (International Mediterranean Tourism Market) is the largest tourism event in the eastern Mediterranean, annually gathering more than 30,000 participants and 2,200 exhibitors from more than 50 countries. The exhibition serves as an effective platform for promoting tourist destinations and attracting new tourist flows.

This year ‘IMTM 2025’ was held with the support of the Ministry of Tourism of Israel, where representatives of the tourism sector of Azerbaijan, Hungary, Vietnam, Greece, India, China, Morocco and other countries took part.

Uzbekistan's participation in the exhibition made it possible to demonstrate the country's rich historical and cultural heritage, unique architecture and tourist routes. Special emphasis was placed on new direct flights between Uzbekistan and Israel. In particular, Air Samarkand launched regular flights on the Samarkand - Tel Aviv - Samarkand route on 4 May, which became an additional stimulus for the development of tourism.

The distribution of Uzbek pilaf was a special delight for the participants of the event. For two days, visitors and exhibitors enjoyed Uzbek cuisine, which, according to them, is the ‘king’ of Uzbek gastronomy. According to the organisers, the Uzbek stand was visited by more than 1,000 people, including major travel companies in Israel.

The organisers and visitors expressed confidence that participation in IMTM 2025 was an important step in strengthening Uzbekistan's image as an attractive tourist destination and expanding bilateral cooperation in tourism.