How to Organize an Event in Uzbekistan — Without Losing Your Mind

Uzbekistan is fast becoming a rising hotspot on the map of regional PR and event marketing. International brands are entering the market, high-profile projects are being launched, and large-scale conferences are taking place more frequently than ever. But with opportunity comes complexity — especially for those tasked with organizing events.

In Uzbekistan, a PR professional often plays the role of event manager, coordinator, logistics lead, and crisis negotiator — all at once. If that sounds familiar, this guide is for you. Saida Dadakhanova, Account Manager at ITCOMMS, shares key lessons, real-world observations, and practical advice on how to pull off a successful event in Uzbekistan — and stay sane in the process.

Event has the aim

A successful event doesn’t start with booking a venue or hiring vendors. It begins with strategic questions: Why are we doing this event? Who is it for? And what should change after it’s over?

A product launch just for the sake of launching is not a communications strategy. With a clear purpose, an event becomes a tool to achieve real business outcomes — from brand awareness and positioning to sales or strategic partnerships.

Timing is Everything

In Uzbekistan, it’s still common to see events planned based solely on a pre-approved budget — without a clear breakdown of actual costs or a structured project timeline. This leads to logistical hiccups, unreliable vendors, and stress across the team.

A detailed timeline and budget — covering everything from venue setup and cleaning to taxes and contingency funds — can literally save your event. And if no one else is building that plan? Then it’s on the PR person to step up.

Every PR pro should know how to create a simple, clear plan — on paper.

Personal Invitations Matter

Mass email blasts don’t work well here. Journalists require a tailored approach — and in most cases, a personal one. There’s no one-size-fits-all solution, but this rule holds true: the more genuine the connection, the higher the chance a journalist will attend.

Another important detail: the welcome zone isn’t just a press badge table. It’s your first impression. This is where journalists and influencers instantly assess how organized your event is. Think of everything: printed programs, the press release, Wi-Fi access, and even where to plug in a phone.

The PR Person Runs the Show

Very often, the PR professional is the only one with a full view of the event’s moving parts. That means they’re not just responsible for visibility — but for the sanity of the entire team.

From making sure registration flows smoothly, to coordinating with speakers, to ensuring the schedule runs on time — the PR lead is the central point of control. They must also be ready to respond to unexpected issues: a broken mic, a late arrival, a frustrated influencer.

The Real Work Starts After the Event

Once the event is over, the PR person’s second shift begins. It’s time to collect media coverage, social mentions, Telegram and Instagram feedback, guest data, and what worked (or didn’t). Then — build a clear, results-driven report.

A strong post-event analysis doesn’t just show what happened. It explains **why it mattered** and what value it delivered.

Working With Vendors in Uzbekistan

Vendor relationships are an art form. It’s not just about finding the right service provider — it’s about making sure they deliver on the day of the event.

1. Always sign a contract. Verbal agreements and Telegram voice notes won’t protect you.

2. Prepare a clear brief. Include goals, references (what to do and what to avoid), and deadlines.

3. Control and communicate. Ask for progress updates, confirm details early, and never hesitate to clarify expectations. The clearer the communication, the fewer surprises.

The Event Industry is Growing — and Open to Creativity

More brands, agencies, and media are launching in Uzbekistan every year. With them comes growing demand for meaningful events: business dinners, cultural activations, educational formats, and charitable initiatives.

The market is ready for creativity. Think beyond standard formats — like podcast brunches, art collaborations, or interactive press launches. Brands are actively working with bloggers, cultural institutions, and cross-sector partnerships to move away from corporate clichés.

Today, clients don’t want “just one beautiful evening.” They want a communications system: a media plan, measurable impact, and brand alignment. PR pros are expected to deliver the full cycle.

What You Can’t Ignore in Uzbekistan

1. It’s all about who you know. Personal connections drive the industry. Trust and referrals still matter more than portfolios.

2. Reputation spreads offline. One failed event — and the entire ecosystem hears about it. Word-of-mouth matters more than your LinkedIn page.

3. Working with government? Get ready. Public-sector events involve strict hierarchies, long approval cycles, and detailed reporting. But they offer prestige and long-term partnerships.

4. Each region is different. What works in Tashkent may not translate in Bukhara or Nukus. Understanding local culture and being flexible with formats is essential.

Bottom Line

Organizing events in Uzbekistan requires structure, cultural awareness, and patience. Here's your quick checklist:

✅ Define the event’s purpose and match the format to business goals

✅ Create a timeline, budget, and risk plan

✅ Document everything — scripts, contracts, technical specs

✅ Prioritize personal invitations and meaningful guest experience

✅ Monitor every detail on the ground

✅ Run a proper post-event analysis

✅ Respect local culture and build trusted relationships

At the heart of it all, a great PR professional does more than just organize an event — they turn business goals into memorable human experiences. If the goal is sales, then a flashy party won’t cut it — you need a compelling product showcase and strong partner engagement. If the goal is loyalty, focus on emotion, authenticity, and connection.

Strategic thinking — not decoration — is what sets real professionals apart.