In the vibrant tapestry of global tourism, Umedjon Saidov, National Expert in Tourism Development and General Director of Somon Travel LLC, shines brightly by unveiling Tajikistan’s hidden treasures. From scholar of international relations to orchestrator of the Dushanbe International Tourism Exhibition (DITE-2025), held September 18–20, he blends cultural reverence with strategic brilliance, elevating sites from the Pamir peaks to Dushanbe’s markets as beacons of hospitality and heritage. In this exclusive London Post interview, Saidov shares dreams, challenges, and triumphs that turned DITE-2025 into a global showcase, drawing 200 companies from 20 countries, forging partnerships, attracting investments, and weaving enduring international connections.
Q: Can you share your personal journey in the tourism industry and how your tireless dedication led to the successful organization of the Dushanbe International Tourism Exhibition (DITE-2025)?
Umedjon Saidov: My journey in tourism has been a blend of academic study, international exposure, and practical leadership. From my early days studying international relations to serving in diplomatic posts, working at “Tourist Police” and later founding travel companies, every step was aimed at connecting Tajikistan with the wider world. Over the years, I represented our country at ITB Berlin, WTM London, ATM Dubai, TITE Tehran, etc. building credibility and partnerships. DITE-2025 was the culmination of this experience — a vision realized through persistence, dedication, and the belief that Tajikistan can be a central player in global tourism.
Q: What inspired you to work day and night on coordinating the participation of over 200 global companies from airlines to handicraft businesses at DITE-2025, and how did your vision elevate Tajikistan’s presence on the world stage?
A: The inspiration came from my conviction that Tajikistan has untapped potential waiting to be showcased. Each hour invested in coordination was motivated by the thought that our culture, nature, and hospitality deserve global recognition. By bringing together airlines, hoteliers, tour operators, and artisans, we presented Tajikistan as a destination that is diverse, authentic, and ready for investment. This inclusive vision elevated our country’s presence on the world stage.
Q: As the driving force behind DITE-2025, what were the biggest challenges you faced in bringing together diverse stakeholders like international hotels, local restaurants, and tourism operators, and how did you overcome them?
A: The biggest challenge was harmonizing diverse expectations. Global hotel chains think in terms of brand standards, while small restaurants prioritize tradition, and tour operators focus on logistics. To overcome this, I relied on dialogue and trust. We created platforms where every stakeholder could be heard, and solutions were designed collaboratively. This fostered unity and ensured that all participants felt ownership of the exhibition’s success.
Q: How has your passion for promoting Tajikistan internationally shaped your role in organizing events like DITE-2025, and what unique contributions did you make to foster partnerships among the 20 participating countries?
A: My passion has always been to serve as a bridge between Tajikistan and the world. This passion shaped DITE by pushing me to go beyond logistics and focus on substance. I worked to ensure that delegations from 20 countries did not just attend, but also connected meaningfully with our domestic companies. We facilitated bilateral meetings, networking sessions, and thematic panels where sustainable partnerships could take root.
Q: In your experience, what made your leadership indispensable in securing the support of key entities such as the Dushanbe Mayor’s Office and the Committee for Tourism Development for DITE-2025?
A: Leadership, in this case, meant being able to articulate a vision that resonated with both government and private sector priorities. My experience in diplomatic service and tourism helped me position DITE not as a one-time event, but as a strategic initiative for national development. By aligning the exhibition with the city’s and country’s broader goals, I earned the trust and indispensable support of these institutions.
Q: Reflecting on the exhibition’s success, how did your strategic efforts ensure that DITE-2025 not only showcased Tajikistan’s heritage but also attracted foreign investments and boosted inbound tourism?
A: We designed the exhibition with a dual purpose. On one side, visitors enjoyed authentic cultural showcases — music, handicrafts, cuisine — which built emotional connections. On the other side, we held investment forums, B2B sessions, and destination presentations, which translated appreciation into concrete business deals. This balance of heritage and commerce ensured that DITE was both a cultural celebration and a driver of inbound tourism and investment.
Q: You’ve been described as someone who never misses an opportunity to put your country in the spotlight—could you tell us about a pivotal moment during DITE-2025 where your quick thinking made a significant impact?
A: One pivotal moment came when a high-profile panel discussion was at risk due to a last-minute cancellation. Instead of allowing the gap, I personally stepped in as moderator, bridging the conversation between airlines, hotel executives, and regional tourism boards. My direct involvement not only saved the session but also elevated it, as I could link every point back to Tajikistan’s opportunities with conviction and authority.
Q: Looking ahead, how do you plan to build on your achievements from DITE-2025 to organize even larger international platforms that highlight Tajikistan’s tourism potential?
A: The future lies in expansion and continuity. While Dushanbe will remain the heart of DITE, we are planning regional extensions, thematic roadshows abroad, and digital platforms that keep the momentum alive year-round. My vision is for DITE to grow into Central Asia’s flagship tourism forum, attracting global attention not just once a year, but consistently.
Q: What advice would you give to young professionals aspiring to follow in your footsteps, based on the relentless energy you invested in making DITE-2025 a landmark event?
A: My advice is to combine passion with perseverance. Tourism is not about shortcuts; it is about building trust over time. Young professionals should work tirelessly, stay curious, and never stop believing in their country’s potential. Hard work, vision, and integrity will open doors that seem impossible at first.
Q: From your perspective as the key organizer, what were the most rewarding aspects of DITE-2025, and how has this experience reinforced your commitment to advancing Tajikistan’s tourism industry?
A: The most rewarding part was witnessing both international guests and local entrepreneurs discover something new. Foreign visitors were amazed by our hospitality, while local businesses realized they could compete globally. This mutual discovery reinforced my commitment to tourism as a bridge of friendship, culture, and opportunity. For me, DITE-2025 was not an endpoint but a new beginning in advancing Tajikistan’s tourism industry.
by Raza Syed
