TITF-2025: Innovative Approaches in the Tourism Industry and Analysis Based on the Experience of the Stand Participant
DOI:
https://doi.org/10.51699/cajitmf.v7i1.1104Keywords:
TITF, Stand Management, Tourism, Fair, Marketing, Innovation, PresentationAbstract
In the era of rapid globalization, changing competitiveness and the influence of smart specialization and tourism market digitalization of the tourism sector, international tourism fairs have transformed from traditional places of destination marketing and branding into major marketing communication hubs, where a wide range of presentation tools are applied by stakeholders to communicate with the target segments. Using the author as a participant observer of Tashkent International Tourism Fair TITF 2025, the study discusses on stand management, visitor interaction models, digital promotion instruments and integrated events such as gastronomy festivals and international tourism forums. By putting emphasis on empirical knowledge based on first-hand experience of the stand participants, existing research mostly addresses tourism fairs through theoretical, strategic and regional branding lenses, especially in the context of TITF. The purpose of the article is to analyse the innovative ways of presentation and exhibition applied at TITF2025 and to estimate their marketing, educational and practical values. Stand design, use of interactive technologies (e.g., VR tours and QR code-based information delivery), multimedia presentations, and quality of communication with visitors are identified as key determinants of exhibition effectiveness, as the results demonstrate. Moreover, the fusion of a tourism and gastronomy and OIC Tourism Forum brought tremendous added value to attracting visitors, promotion of regions, and international cooperation opportunities. This study is novel in that it is based on observations from direct participation, informed by pedagogical considerations, and connects tourism marketing practice and tourism education. The results point to the strategic importance of international tourism fairs, especially in terms of destination branding, digital transformation and experiential learning, with implications for the improvement of exhibition strategies, tourism marketing practices and educational curricula.
References
Tourism Committee of the Republic of Uzbekistan, Tourism Development Strategy in Uzbekistan. Tashkent, Uzbekistan, 2024.
Tashkent International Tourism Fair (TITF), Official Materials of the 30th Tashkent International Tourism Fair. Tashkent, Uzbekistan, 2025.
UNWTO, Tourism and Digital Transformation. Madrid, Spain: World Tourism Organization, 2023.
OECD, Tourism Trends and Policies. Paris, France: OECD Publishing, 2022.
World Travel & Tourism Council, Travel and Tourism Economic Impact and Industry Trends Report. London, UK, 2023.
World Bank, World Bank Tourism Data: Economic and Social Impacts of Tourism. Washington, DC, USA, 2023.
Tourism Committee of the Republic of Uzbekistan, Official Information Portal Uzbektourism.uz. Tashkent, Uzbekistan, 2025.
UNWTO, Tourism Marketing Guidelines for Global Competitiveness. Madrid, Spain: World Tourism Organization, 2021.
S. Lee and M. Yang, “Exhibition experience and visitor engagement in tourism fairs: The role of interactive technologies,” J. Travel Tourism Marketing, vol. 37, no. 8, pp. 945–960, 2020.
S. Gopalakrishnan and P. Mohanty, “Destination branding through international tourism exhibitions: A study of promotional strategies and visitor perception,” J. Tourism Studies, vol. 34, no. 4, pp. 112–128, 2022.
H. Oh, A. Fiore, and M. Jeoung, “Measuring experience economy concepts: Tourism applications,” J. Travel Res., vol. 46, no. 2, pp. 119–132, 2007.
M. Pine and J. Gilmore, The Experience Economy: Competing for Customer Time, Attention, and Money. Boston, MA, USA: Harvard Business School Press, 2011.
D. Buhalis and A. Amaranggana, “Smart tourism destinations enhancing tourism experience through personalization,” in Information and Communication Technologies in Tourism. Cham, Switzerland: Springer, 2015, pp. 377–389.
J. Munar and M. Jacobsen, “Motivations for sharing tourism experiences through social media,” Tourism Management, vol. 43, pp. 46–54, 2014.
E. Gretzel, M. Sigala, Z. Xiang, and C. Koo, “Smart tourism: Foundations and developments,” Electronic Markets, vol. 25, no. 3, pp. 179–188, 2015.
Downloads
Published
How to Cite
Issue
Section
License
In submitting the manuscript to the Central Asian Journal of Innovations on Tourism Management and Finance, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere,
- The publication has been approved by the author(s) and by responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
License and Copyright Agreement
Authors who publish with Central Asian Journal of Innovations on Tourism Management and Finance agree to the following terms:
- Authors retain copyright and grant the Central Asian Journal of Innovations on Tourism Management and Finance right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the Central Asian Journal of Innovations on Tourism Management and Finance published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
