Tourism Portfolio: Tajikistan's Business and Marketing Strategies

This portfolio provides a comprehensive overview of the tourism sector in Tajikistan. It begins with an introduction to ecotourism, highlighting Tajikistan's natural beauty and cultural significance. The portfolio details current business operations, including the country's tourism infrastructure, accessibility, and market dynamics, emphasizing the role of domestic and international tourists. It then explores marketing strategies, advocating for traditional and digital campaigns, including the use of international television and social media. The portfolio also emphasizes the importance of training and workshops for improving service quality. Finally, it proposes innovative activities such as online booking systems and infrastructure development to enhance the tourism experience and drive growth. The conclusion underscores the importance of tourism as a revenue source and the need for continuous improvement in transport and online services.

Running Head: PORTFOLIO FOR TOURISM TAJIKISTAN 1
Portfolio for Tourism Tajikistan
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Introduction
The portfolio summarizes the tourism sector in Tajikistan. The main type of tourism
experienced in the land is ecology tourism or ecotourism. It is due to the beautiful nature of the
land as well as the sky touching mountains that are major tourist’ attraction features. The land is
literally acknowledged for having great men like Abdullah Rudaki and respected because of the
birth and death of the literature Persian father. The land has a variety of hotels in the country
offering accommodation, food, and place in relation to the tourists. Tourists can visit the country
in March to enjoy cultural celebrations of the country. They are also urged to visit the country
during the spring and autumn times (Jorgensen, 2012, p.12).
Current Business Operation
The tourist’ industry is located in Asia at Tajikistan; its main purpose is to serve tourists
both locally and internationally offering a variety of services for instance accommodation,
relaxation, foods, and place for conferencing as well as watching what nature has provided. The
major boost of the business is due to the fact that it has a variety of tourists’ attraction features,
therefore, attracting tourists both locally, regionally and internationally (Kleytor, 2008, p. 6).
The infrastructures are still developing in order to fully get accessed to international
opportunities. The place has been able to attract tourists since extraordinary opportunities are
offered for adventure as well as eco-cultural activities with an attractive landscape. The Turkish
airline, Somon air fly, and Baltic air connect the city making the city to be accessed easily.
Additionally, the liberalization of the visa regime has been achieved recently. Additionally, the
landscape of Tajikistan is mountainously occupying 93% of the landscape. These mountains

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offer a rugged landscape that attracts tourists both internationally and locally (Kloiber, 2011,
p.17). The populated valleys of the country have a rich history too. The country shares borders
with China in the east, Afghanistan in the south, Kyrgyzstan in the north and Uzbekistan in the
west. Besides the mountains, there are many beautiful streams, rivers, and lakes emanating from
two principal ranges of Pamirs and Alay mountains. The current market for the industry is the
domestic tourists that accounts for a bulk of tourism expenditure in the country. Additionally,
there is also increase in the international tourists. The tourism activities operate mostly during
the autumn in September to November and April to June in spring (Jones, 2010, p.8).
Map locating Tajikistan
Marketing Campaign
The country not only should use traditional marketing campaigns such as the use of a
representative to move from place to place marketing the tourist sector, but also there is the need
to utilize international televisions station such as CNN and BBC (Tait,2008, p.16). The use of

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international television station through advertisement through will ensure that the clients are
reached both locally and internationally, therefore, boosting the business to expand. There is the
need for the country to carry out educative programs on the services offered by the tourism
sector throughout the country as well as beyond the borders so as to reach as many clients as
possible. Another crucial advertisement tool to be utilized is the social media platforms such as
Twitter, Facebook, and YouTube (Jessie, 2010, p. 10).
Additionally, in order to improve the tourism services in the country, there is the urge to training
courses to be advertised and offered by the company and the staff in crucial topics such as cost-
effective practices, hygiene standards, methods of improving services and security. Workshops
shows are used in ensuring that craft workers understand how to improve the products and
ensure that they are promoted effectively to a great extent (Baktygulov & Raeva, 2010, p. 10).
Innovative activities
For the organization to realize rapid growth in its tourism activities there is the need to
digitalize of the services like the booking of the tourists, the hotels too utilized and the charges
for the services offered need to be accessed via online (World Travel and Tourism Council,
2012,p. 10). A platform needs to be created whereby the clients will be needed to create an
account and log into the system whereby they will be able to make an inquiry, give feedback or
book the time they plan to visit the tourism company. By using the system confusion about
whether tourists have made payments or not will be an issue of the past since clients before they
book, they pay in advance and submit the bank slip receipt number via online for verification to
be made by the company before they are given an opportunity to come. The country needs

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numerous infrastructures to be constructed in the industrial sector which will ease the access to
tourism services in the country in order to end the problem of inaccessibility. In this regard
electric railway systems need to be constructed, roads to be improved as well as more airlines to
be stationed in the country (Abdykaparov, 2012, p.5).
Conclusion
In summary, it is clear that tourism is the major source revenue to the country that all
sectors of the government need to pay attention to. Transport network being a major drawback of
the tourism activity need to be improved in the country. Innovative online systems will improve
the service delivery and are effective therefore need to be installed by the organization.

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References
Abdykaparov, M., 2012. Tourism skills training in rural areas projects Annual Report, (Bishkek:
Helvetas.
Baktygulov, S. and Raeva D. 2010. Creating Value for All: Community-Based Tourism,
Bishkek: UNDP.
Jessie, M. 2010, Tajik Republic. Institutional capacity building for PECTA, [Final Consultant
Report], Khorog: MSDSP
Jones, C. 2010, Tajik Republic. Identification of cross-border tourism destinations and
development of tour packages, [Final Consultant Report, Khorog: MSDSP
Jorgensen, P., 2012. Towards Responsible tourism in the Pamir – Alai Mountain ranges in
Kyrgyzstan: Investigating two eco-tourism PALM micro-projects, PALM.
Kleytor, I .2008. The role of the state and its influence on the development of tourism in
Kyrgyzstan. Tourism of Kyrgyzstan.
Kloiber, J.2011, Tajik Republic. Strengthening Tourism Business Intermediary Organizations for
Sustainable Economic Development in Tajikistan, Consultant Report, Dushanbe: ECEAT
.
Tait, T. 2008, Republic of Tajikistan. Republic of Tajikistan Tourism Development Review,

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Consultant report, Dushanbe: US embassy.
World Travel and Tourism Council, 2012. Travel & Tourism. Economic impact 2012.
Kyrgyzstan, Bishkek: World Travel and Tourism Council.