When I travelled to the Fergana region in Uzbekistan for the first time at the end of last year, I was overwhelmed by a profound sense of guilt. It felt as though I was complicit in hiding the extraordinary beauty of Fergana’s nature. The breathtaking landscapes, the rich cultural heritage, the exquisite craftsmanship, and the unparalleled hospitality and kindness of its people were all treasures that only a select few were privy to. This region, renowned for its bountiful fruits, vegetables, and intricate crafts, deserved a much larger audience.
The sense of exclusivity weighed heavily on me. It wasn’t just me; thousands of tourists had experienced the wonders of Fergana, but millions worldwide remained unaware of its splendour. I felt an urgent need to change this—to present Fergana to a global audience and challenge the stereotypes associated with the Fergana region and Uzbekistan.
Today, I am thrilled to share that my dream has come true. Since the beginning of this week, we have been showcasing the Fergana region on the BBC News TV channel. This milestone fills me with immense joy and pride.
The journey to this point involved the dedicated teamwork of Dars Films and their shared vision with the Fergana Region Administration. Earlier this year, a talented crew from Dars Films, a British studio known for its previous work on tourism and export promotion for Uzbekistan, embarked on a mission to capture the essence of the Fergana Region. The resulting TV commercial is a masterpiece, beautifully encapsulating the region’s allure and inviting a global audience to experience it firsthand.
With the airing of this commercial on BBC News, hundreds of millions of viewers now have the opportunity to see and feel the Fergana region. This exposure is not just about attracting tourists; it’s about fostering lasting connections. Many who see this commercial will be inspired to visit Fergana, to immerse themselves in its culture, and perhaps to invest in its future.
In any case, they will become lifelong friends of the Fergana Region, enchanted by its beauty and warmth. This is just the beginning of a new chapter for the Fergana Region, where its hidden gems are celebrated and shared with the world.
My heart is full as I witness this transformation. With its rich tapestry of nature, culture, and hospitality, the Fergana region is finally getting the recognition it deserves. And for me, the feeling of guilt has been replaced with a sense of accomplishment and hope for the future.
I look forward to receiving your comments.
Sergey Stanovkin 