Fergana Valley Handycraft

Challenge

Uzbekistan is often associated with Samarkand, Bukhara, and Khiva — world-famous cities of grand architecture and mausoleums. Meanwhile, the Fergana Valley remained overlooked, even though its real wealth lies in its people, their crafts, hospitality, cuisine, and living culture. The challenge was to shift tourists’ attention to this unique region.

Approach

Buta Media partnered with the client to produce a series of short films that placed people at the heart of the story — artisans, chefs, guides, and families. Through their voices, we revealed the culture, nature, architecture, and traditions of the Fergana Valley. The project also fostered a stronger regional tourism network, connecting tour operators, hotels, artisans, and agritourism businesses.

Impact

The films became a highlight at international tourism fairs and in digital campaigns, presenting the Fergana Valley from a fresh perspective. They helped build authentic interest among travelers, who noted the warmth, sincerity, and human touch of the stories — proof that when storytelling is done with love, it resonates.

YouTube Publication Date 10.06.2025