Writer: Helena Bergström
Here we go again - travelling to Uzbekistan for the third time. It's no secret that this country has taken us by storm. Every time we land, it's like we're swept up in an intense wave of exotic adventure, and it reminds us a little of why we love travelling
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Uzbekistan - land of dreams and fairy tales
For me it started with fantasies about Samarkand. Honestly, is there any place that has such a dreamy aura as this? I heard about it when I was a kid, probably through the fairy tale "One Thousand and One Nights" or something similar. The name stuck... and I always wanted to come here!
The dream came true
For us, it all started when Uzbekistan opened an embassy in Stockholm, just as the new president of Uzbekistan wanted to open up tourism in earnest. We can attest that they really are working towards this: revitalisation of destinations, new hotels and visa-free travel for lots of nationalities (including Swedes of course). They really want to show off their country to tourists!
Well, what happened for our part was that we met the Uzbekistan Embassy at Senior Fair in Stockholm 2023. We had a stand ourselves (and we lectured!) and we told the embassy how much we dreamed of Uzbekistan. There and then a co-operation was born! (And yes, they are coming to the Senior Festival/Travel Fair this year too, if you want to meet them!)
A first tumultuous journey to Uzbekistan
The first trip to Uzbekistan was tumultuous, for real. The country had a chartered flight from Madrid, due to UNWTO (World Tourism Organisation) meeting in Samarkand 2023: if we made it to Madrid, we were allowed to hang out on the plane, as journalists. How should we describe it? The other travellers wore long African dresses and headdresses that we had only seen on TV before. Everyone looked very important out. We wondered where we would go?
It was fantastic, but at the same time the trip shook us up in every possible way. We listened to the President's speech, we were interviewed on TV, and we met and talked to people everywhere. Suddenly we realised that for many people, the 'centre of the world' is here, in a place that was previously just a blur on the map. We love these shifts in perspective!
A second tumultuous journey to Uzbekistan
After the first trip, we were asked if we could put together a group of Nordic journalists and bloggers for another trip to Uzbekistan. It was a trip we will never forget! We were dozens of travel writers, from Sweden, Norway, Denmark and Finland. There were many great stories after the trip! Read for example:
- The fairytale land of Uzbekistan (4000 mil)
- We visit a traditional tea house in Bukhara (Discovering the Planet)
- Six things that make Uzbekistan trains better than Swedish trains (Matochreseblog)
- On the blue wings of history in Uzbekistan (SvD)
- Plov - the national dish of Uzbekistan (Bright Kitchen)
- Discover the timeless beauty of Samarkand (Go Travelling)
- In the Uzbek latitudes ... (Politiken)
- A day in the mountains (Finnish) (Veerabianca.com)
The experience on the ground? It's hard to explain! We had a great time! At the same time, it was intense of course, not always much sleep... that's how it is when travelling!
Travelling to Uzbekistan for the third time
Earlier this year we were recognised as official tourist ambassadors of Uzbekistan in Swedenwhich of course is a great honour. Of course, we're now expected to talk about Uzbekistan every now and then (which we're happy to do!) and we've also put together a new press tour group. We are travelling very soon (today!) and we plan to tell you a lot about the trip.
Writing long, comprehensive reports during a press trip (usually with a schedule from 7 a.m. to 11 p.m.!) can be difficult, so we have pre-set some reports on completely different topics. Feel free to follow the trip at Instagram at @freedomtravel.se and of course here on freedomtravel.se - some may come in the meantime and more when we get home!
You might also like:
Uzbekistan - a journey along the Silk Road
Wine and beer culture in Uzbekistan
Samarkand Registan - a world heritage site in Uzbekistan
What to do in Tashkent - 15 tips for the capital of Uzbekistan
Things to do in Uzbekistan - 30 sights and experiences
Colourful in Bukhara, Uzbekistan - crafts, arts and dance
English (UK) 
Svenska
Hannas krypin says:
Really sounds like a great country to travel to. My father was in Samarkand when I was a child. He was going on a mission with a group of people.
11 October 2025 - 8:26
Helena says:
How interesting that your father was in Samarkand even then! Did he tell you anything that you remember?
11 October 2025 - 12:26
Mikael says:
Uzbekistan doesn't sound like an attractive country to go to but then you read here and realise that the destination is really nice too, bravo.
I thank you most humbly.
11 October 2025 - 9:05
Helena says:
It's nice if we can show some surprising sides! There is more to come! 🙂
11 October 2025 - 12:26
4000mil says:
It's wonderful that you are going back to this amazing country. I agree that Uzbekistan makes you remember why you like travelling. 🙂
Give my best to Merete and Lena 🙂
11 October 2025 - 9:11
Helena says:
Yes, but isn't it great that you have the same feeling! We will definitely visit Lena and Merete!
11 October 2025 - 12:27
Channal says:
Hi Helena! So exciting to follow your journey! Uzbekistan has never been on my dream list. Do not know much about that country. But thanks to you, Uzbekistan really becomes an enticing place to experience. Looking forward to following you further. Thanks for the inspiration!
KRAM to you and Happy Holidays! Anna
11 October 2025 - 9:35
Helena says:
There is more to come! 🙂 Wishing you a great weekend!
11 October 2025 - 12:27
Lena i Wales och lite överallt says:
I'm glad you're going back. Seems like something out of a fairy tale.
Have a nice weekend!
11 October 2025 - 11:21
Helena says:
Yes, there are many parts reminiscent of the fairy tale world! 🙂
11 October 2025 - 12:28
Ditte says:
Wishing you a great trip!
11 October 2025 - 11:35
Helena says:
Thank you very much Ditte!
11 October 2025 - 12:28
Monnah says:
Really honoured that you get to be official ambassadors. Glad you get to hang out with my lovely sister, hope this trip is worth the missed crayfish party without a single crayfish, cleaning day, pad thai at muurikka and hanging out with siblings and nieces... (Of course, we are still here! Know she is so excited about this trip.) Hope you have a great experience.
11 October 2025 - 18:06
BP says:
Wish you a nice trip with new impressions in this fairytale land. I am very much looking forward to your reports:-)
11 October 2025 - 19:28
Orsakulla mamma vid 20 - Dalaliv, finporslin & pudelliv says:
How lovely to get away like that and get to hang out together. Sounds undeniably like you had a really good time travelling there.
11 October 2025 - 20:01
bmlarsreseblogg says:
We will be following this trip with great interest to see what you visit this time! Imagine how fascinating countries there are around our earth and Uzbekistan is definitely one of them. We wish you a great trip!
11 October 2025 - 21:30
Jossu says:
I was surprised at how good my English skills were. Before I booked my trip there, I wondered if I would even find a restaurant with a menu in English, but it was no problem at all.
I remember a salesman in a small shop near the Registan asking me how I liked his English, if I understood him well. So they really seem to appreciate the tourists and want to do their best to make you feel welcome.
12 October 2025 - 12:25
Annika says:
SO much fun for you. I recently travelled there with Jossu, thanks to her lovely blog. And now you are going back to your beloved country.
Hope you have a great time. Will be fun to click in and read on when new posts come about the trip!
14 October 2025 - 14:23
Lena - gott för själen says:
How wonderful to find a place that goes straight to the heart like this. And long before visiting, too.
Hug Lena
2 January 2026 - 5:45