For the first time, the traditional spirit and colorful culture of Uzbekistan were in the center of attention of the whole world: the tourist face of the country was presented in the famous show "The Amazing Race." The episodes broadcast extensively covered "Andijan Polka," karnay-surnay melodies, carpet weaving traditions, the culture of dried fruit preparation, pomegranate juice production, and the lifestyle of Tersak village in Urgut district.
The participants' impressions were also positive. Comedian Steve Tisdall described the trip as a "unique experience," emphasizing the openness of the people and the charm of the scenery. Other participants also noted that the reception, service, and comfortable conditions in Samarkand gave them a positive mood.
The audience warmly received the episode: quests, assignments related to local crafts, and scenes that made you feel rural life were mentioned as one of the most exciting moments of the season. The combination of local color and the dynamics of mass television shows added a unique intensity to the episode.
Filming took place on March 18-25, 2025, in the village of Tersak with the support of the Tourism Committee of Uzbekistan, the Ministry of Foreign Affairs, and the khokimiyat of Samarkand region. The process was organized by the US television company Next Field International, and all issues, from logistics to security, were coordinated on the site.
"The show was incredibly successful, and participation paved the way for the country's international recognition. "Now many foreign producers are interested in the possibilities of filming here," noted Stanislav Solovkin, CEO of Next Field International. This idea also indicates the possibility of increasing interest in regions through film tourism, that is, through film locations.
The elements presented in the program - dances, music, national dishes and drinks, and handicraft traditions - drew the guests' attention not only to historical intersections but also to modern infrastructure and service. This indicates that participation in large television projects can have a multiplicative effect on tourist flows, local entrepreneurship, and creative industries.
This experience also served as an important school for local guides, artisans, and rural residents: skills such as collaborating with large filming teams, adapting to content requirements, and establishing appropriate logistics and training protocols were reinforced. The agenda includes tasks such as preparing for further projects, cataloging photo cinema locations, and forming a package of additional services.
In short, the episode is a live business card. The opportunity to attract even more travelers and content creators through the audience of TV shows has opened up. Now the task is to turn this interest into a stable flow, maintain the quality of service, and further increase the share of impressions through new routes.
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