Conference report: OBOROT 2025: Development, Marketing, Sustainability Open Access

Conference: The 3rd One Belt One Road One Tourism International Conference

Date: 24–27 June 2025

Location: Central Asian University (CAU), Uzbekistan

Website: https://oborot2025.uz/conference

The 3rd One Belt One Road One Tourism (OBOROT) Conference, held from 24 to 27 June 2025 in Tashkent, Uzbekistan, is a major event shaping the future of tourism, especially for countries along the Belt and Road corridor. By bringing together experts, scholars and industry leaders, the conference acts as a strategic platform for envisioning how tourism can evolve amid rapid social and technological changes. Taking the theme of “Development, Marketing, Sustainability”, the conference provides an interactive platform for academics and industry professionals in the tourism field to share their latest research, examines industry trends and builds connections in relation to the “Belt and Road” Initiative, strengthening the region's growing role in global tourism education and collaboration. It has a strong connection to the future of tourism since it actively influences strategic exchanges, highlights sustainable and technological transformations and promotes international partnership among countries along the Belt and Road and beyond.

Twenty meeting sessions were held during the three-day conference, where speakers and partner universities shared their research findings. These sessions sparked productive discussions on four key themes related to future tourism: digital transformation and artificial intelligence in tourism, blockchain technology for hospitality management, sustainable tourism and environmental initiatives and cultural, wellness and community tourism. The legacy of the Silk Road may give rise to the neighboring countries in the future, such as China, Kazakhstan, Kyrgyzstan, Tajikistan, Uzbekistan and Turkmenistan in Central Asia, Afghanistan, Iran and Turkey, Russia in West Asia and Greece and Italy in Europe, according to Anita Mendiratta, one of the keynote speakers and a globally renowned author on tourism and development who also serves as a special advisor to the secretary general of UN Tourism. In addition, the conference included a panel discussion titled “Publication in High-Impact Journals: Tips from the Editors,” in which Professors Kaye Chon, Honggen Xiao and Cihan Cobanoglu provided insightful commentary.

This theme was chaired by Prof. Aziz Ahmed, Dean of the Engineering School from Central Asian University and Prof. Senem Yazici Yilm, Associate Professor in Tourism Management, Faculty of Tourism from Mugla Sıtkı Kocman University. A significant portion of the conference was devoted to discussing how automation, machine learning and data analytics are transforming tourism operations, destination marketing and visitor experiences. These future developments are expected to improve productivity and personalize travel, establishing new benchmarks for travel-related businesses globally.

This theme was led by Prof. Sajid Khan, Associate Professor in Computer Science, School of Engineering from Central Asian University. Panelists discussed how decentralized technology improves supply chains, loyalty programs, bookings and payment processing transparency. It would be a trend that is predicted to continue for the next decade. In the hospitality industry, this kind of blockchain-based solution not only improves client data security but also boosts tourism by increasing brand recognition.

This theme was chaired by Prof. Dr Kakhramon Yusupov, Vice-Rector for Academic Affairs at Central Asian University, and Prof. Dr Orhan Uludag, Vice Dean of Research at Central Asian University. Sustainable destination management and environmental stewardship tactics have always been important topics. Panelists indicated that the tourism initiatives encourage future tourism sectors to prioritize ecological impact, resource conservation and local heritage. The analysis on the management model for sustainable operations, development and investment in cultural tourism sites would become a must.

This theme was led by Prof. Tony Tse, Professor of Practice and Programme Director (Industry Partnerships), School of Hotel and Tourism Management at The Hong Kong Polytechnic University, and Prof. Sami Ullah, Associate Professor at University of Central Punjab. Emerging travel trends that emphasize locally rooted experiences and healthy lifestyles were highlighted by panelists. This promotes local communities' economic stability and satisfies the global demand for purposeful travel. Cultural exchange in Central Asia and culinary tourism are popular subjects that have been discussed and studied.

1. Prof. Kaye Chon, Dean and Chair Professor, Walter and Wendy Kwok Family Foundation Professor in International Hospitality Management, School of Hotel and Tourism Management at The Hong Kong Polytechnic University, China. He is the Editor-in-Chief of Asia Pacific Journal of Tourism Research (APJTR) and Journal of Travel and Tourism Marketing (JTTM).

2. Prof. HONGGEN Xiao, Professor and Assistant Dean of School of Hotel and Tourism Management at The Hong Kong Polytechnic University, China. He is the Editor-in-Chief of the Journal of Destination Marketing and Management (JDMM) and Journal of China Tourism Research (JCTR).

3. Prof. Cihan Cobanoglu, Provost of Virscend University, USA. He is the Editor-in-Chief of the Journal of Hospitality and Tourism Technology (JHTT) and Journal of Global Business Insights (JGBI).

The 3rd OBOROT Conference has provided the following vision for the future of tourism.

By encouraging cross-border collaborations, information exchange and joint ventures across Belt and Road nations, the conference clears the way for a strong and cohesive tourism ecosystem. Regions are urged to create complimentary products, such as multicountry itineraries, common cultural pathways and cooperative branding initiatives, rather than vying for tourists. This increases market reach, strengthens resilience and boosts financial gains for all parties involved.

The conference helps establish standards for best practices, technology use and policy frameworks by promoting scholarly research and industry-developed solutions. It also equips the tourism industry to proactively respond to future difficulties. To speed up regional learning and policy harmonization, interactive sessions and research presentations may offer forums for stakeholders from the commercial sector, government representatives and academics to exchange case studies, policy frameworks and best practices. Results are guaranteed to have a lasting influence on evidence-based policymaking and destination management through special journal issues and research dissemination.

The conference places a strong emphasis on digital transformation, including blockchain, AI and automation, which helps tourism stakeholders foresee future demands for traveler customization, operational efficiency and management system transparency. It also goes into detail on regenerative tourism, which combines AI, digital analytics and eco-centric methods to minimize environmental impact and increase community benefits. Quicker recovery from worldwide disturbances, like pandemics or extreme climate, helps equip destinations with the skills and strategies to rebound and prosper.

The conference emphasizes how tourism can promote peace, cultural understanding and inclusive economic growth. They are top concerns for both developed and developing travel destinations. The future of tourism is being driven by local communities and youth through a strategic focus on education, digital transformation and capacity-building. More tourism projects would be advocated for the mutual benefit of tourism partners. For instance, the three-year Tourism-Zero project, which involves partners and higher education institutions from Thailand, Laos, China, Greece and Spain, is an ambitious worldwide initiative supported by the Erasmus + Capacity Building in the field of Higher Education program (Tourism Zero, 2025).

In conclusion, the conference is proactively transforming regional tourist cooperation through establishing strong global partnerships, giving priority to regenerative and sustainable practices, enhancing local connectedness and encouraging innovation. By providing a framework for future collaboration as well as an academic and scientific forum, the conference positions tourism as a cornerstone of regional identity, cultural interchange and economic transformation.