Uzbekistan’s government is pushing for massive tourism expansion, but experts worry that rapid development could erase valuable historical and cultural landmarks. Bukhara, once a thriving stop on the Silk Road, faces a challenge as modernity collides with tradition.
Uzbekistan’s government is aggressively pursuing a tourism boom, but it is encountering significant opposition from heritage experts about how best to protect its historical sites amidst the rush for development.
In Bukhara, once a prominent trading hub along the Silk Road, the construction of new hotels and leisure facilities has become an ever-present sight. As I walk through the city, I spot three construction sites within a 100-meter radius of my accommodation, including a new guesthouse just meters away from a 16th-century madrasa. This is a trend becoming evident across the country. In Tashkent, the capital, new developments are popping up near the Hazrati Imam mosque complex, with a shopping mall being built along the same avenue. Meanwhile, in Khiva, a historic city encircled by mud fortifications, traditional homes are being demolished to make way for modern hotels. The situation is particularly noticeable in Samarkand, where businessman Bakhtiyor Fazilov has invested heavily in new projects, including a new airport, an airline, and the controversial Silk Road Samarkand resort, a flashy and soulless tourist destination located outside the city.
Svetlana Gorshenina, a researcher from the Uzbek heritage protection group Alerte Héritage, expressed concern about this trend, saying, “The concept of the Silk Road is being applied to everything… It’s a kind of self-orientalisation, which is a hangover from colonialism.” Despite these concerns, the country’s tourism strategy appears to be working. According to the World Economic Forum’s Travel and Tourism Development Index, Uzbekistan has moved up 16 spots in the last five years, now ranked 78th out of 119 countries.
In September 2023, President Shavkat Mirziyoyev outlined his Uzbekistan 2030 plan, aiming to increase the number of foreign visitors to 15 million by 2030, more than double the 6.6 million who visited in 2023. The plan also includes the creation of “tourist clusters” – large, integrated complexes offering accommodation and services in one location. One such cluster, the “Eternal Bukhara” leisure complex, is currently under construction near the old city center. This project, involving Fazilov’s company Enter Engineering, has sparked controversy due to the significant changes it will bring to the landscape.
Initially, the complex was envisioned as an “ethnographic park,” complete with replicas of traditional Uzbek architecture, chaikhanas (teahouses), and museums. However, 3D renderings of the site now show sleek, modern shopping arcades and pools adorned with abstract art. Rustam Khaydarov, Deputy General Director of Enter Engineering, defended the project, saying that it would be a cultural center for local artists and that 70% of the area would remain green. The complex will also feature upscale hotels to cater to wealthy visitors and medical facilities for health tourism, including dentistry and plastic surgery. While local officials argue the project will create thousands of jobs, critics say it threatens to erase the city’s authenticity.
The area where “Eternal Bukhara” is being built was once home to Bukhara’s administrative offices and a large sports stadium, which was demolished in 2024, sparking public outrage. The government responded by constructing new sports facilities on the town’s outskirts. Still, the area feels detached from the bustling tourist center and is surrounded by residential neighborhoods that contrast sharply with the burgeoning tourist infrastructure. Gorshenina commented, “We are witnessing a transformation of towns into museum-towns made for tourists.”
A local architect, who wished to remain anonymous, warned that Bukhara is in danger of becoming “a town solely for tourists” at the cost of its residents. “It risks becoming a Venice in the desert,” he said, highlighting the delicate balance between preserving the town’s heritage and accommodating the growing influx of visitors. Alerte Héritage is also fiercely opposed to the project, arguing that locals were not consulted about the changes, and the demolition of key Soviet-era buildings, such as a regional Communist Party headquarters built in 1987, is problematic.
Though “Eternal Bukhara” is not within the UNESCO World Heritage site, it falls within the “buffer zone,” which still requires UNESCO’s approval before any urban development can take place. UNESCO is closely monitoring the project, with a spokesperson confirming that the authorities are expected to comply with the World Heritage Convention’s requirements before construction can proceed.
Despite concerns from UNESCO and local heritage groups, Enter Engineering remains confident that it will receive approval for the project. Khaydarov emphasized that the company does not want to damage the city’s reputation and stressed that the complex would create at least 15,000 new jobs.
Uzbekistan’s push for mass tourism could bring significant economic benefits, including job creation and foreign investment. However, experts warn that the rapid pace of development risks eroding the country’s rich cultural and historical legacy. A walk through Bukhara’s once-bustling bazaars, now filled with imported goods rather than traditional crafts, offers a glimpse into what the future may hold for Uzbekistan if its tourism strategy goes unchecked.
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