Irene Plus Travel Launches New Sufi Heritage Cultural Journey through Uzbekistan
Author: Farrukhkhon POLATOV
Business Development Manager at Irene Plus Travel LLC
Berlin, 2026 — At this year’s ITB Berlin Travel Exhibition, Irene Plus Travel proudly announces the launch of a new signature product: the Hovand – Sufi Heritage Cultural Journey through Uzbekistan. This new program expands the company’s portfolio with a depth-oriented, spiritually inspired experience designed for travelers seeking meaning, authenticity, and cultural immersion beyond classical sightseeing.
The newly introduced journey explores Uzbekistan through the lens of Sufism – not only as a spiritual tradition, but as a cultural and philosophical force that shaped the architecture, literature, applied arts, and ethical worldview of Central Asia. With special attention to the Naqshbandi heritage, the program connects sacred sites, historic cities, and living artistic traditions into one cohesive narrative of spiritual and cultural development.
Positioned as a premium small-group product, the journey focuses on intimate formats, rare access, and meaningful encounters. Participants visit architectural ensembles, sacred complexes, cultural centers, and artisan workshops across Uzbekistan’s key cities, including Bukhara, Samarkand, Tashkent, and Kokand. The itinerary integrates curated meetings with cultural custodians, craftsmen, and local experts, allowing travelers to engage with traditions as living practices rather than museum artifacts.
Unlike conventional heritage tours, this new product is built around mindful pacing and reflective travel design. It combines historical exploration with workshops, exhibitions, and thematic discussions that highlight calligraphy, ornamental design, embroidery, and other artistic expressions shaped by Sufi philosophy. The aim is to reveal the symbolic language embedded in architecture and craftsmanship, offering travelers a deeper understanding of the region’s aesthetic and intellectual legacy.
The program responds to growing demand within the global travel market for experiential, transformative, and culturally responsible journeys. Developed within the framework of sustainable tourism principles, the product supports collaboration with local communities and cultural practitioners, ensuring that tourism contributes to the preservation of vulnerable traditions and regional development.
As a boutique DMC specializing in tailor-made FIT travel across Uzbekistan and neighboring Central Asian countries, Irene Plus Travel continues to focus on curated, high-quality experiences for international partners. The Hovand – Sufi Heritage journey is available in customizable formats and can be adapted for private groups, thematic departures, and specialist cultural programs.
Visitors and industry professionals attending ITB Berlin 2026 are invited to learn more about the new product at Hall 4.1, Booth 221, the company link in Navigator.
With this launch, Irene Plus Travel reinforces its commitment to creating journeys that move beyond sightseeing – offering depth, authenticity, and meaningful cultural connection in the heart of Central Asia.
To explore the full concept of the Sufi Heritage journey, we invite you to visit the project’s dedicated website: www.hovand.uz
