Why curious travellers are turning to the Stans now

Stretching across Kazakhstan, Uzbekistan, Kyrgyzstan, Tajikistan and Turkmenistan, Central Asia – collectively known as the Stans – is a region of sweeping steppes, soaring mountains, and centuries of history.

The region is now quietly emerging as a destination for those in search of culture, adventure, and discovery, attracting attention from travellers drawn to its deep cultural heritage, dramatic landscapes and the appeal of a destination still largely untouched by mass tourism.

Rising demand

In 2024, Central Asia welcomed an estimated 28.6 million international visitors, a historic high driven by eased visa regimes, revived air routes and a post-pandemic appetite for less predictable journeys. Uzbekistan alone recorded over 10.7 million foreign arrivals in the first 11 months of 2025, reflecting surging global interest in Silk Road travel.

“While Central Asia isn't yet a major focus for Scott Dunn Private, we’re seeing genuine interest beginning to percolate among our Hong Kong clientele,” says Luciana Lee, relationship manager at Scott Dunn Private (Hong Kong). “Uzbekistan is generating the most conversation while the Silk Road heritage really resonates with our well-travelled members.”

That curiosity is echoed by luxury travel curator Charlotte Travel, which has seen a noticeable shift over the past year. “Over the past 12 to 18 months, we’ve seen a clear uptick in interest in Silk Road journeys through Central Asia from our Hong Kong–based clients,” says CEO Charlotte Harris. “Hong Kong-ers are increasingly looking beyond the classic Europe and Japan circuits, and Central Asia is benefiting from that shift.”

Kyrgyzstan. Credit: Charlotte Travel

A curiosity for novel destinations

Uzbekistan and Kazakhstan are leading enquiry lists, while Kyrgyzstan is emerging quickly among travellers who prioritise landscapes and soft adventure.

“Typical requests range from 8–12 day itineraries that focus on one or two countries, to longer, three-country routes that follow the historic Silk Road trading hubs,” says Harris, adding that clients are looking for “characterful boutique hotels, insider access to local experts like historians, professors, artisans and chefs, and seamless logistics in a region that can still feel quite exotic and unknown”.

Travellers drawn to Central Asia aren’t just looking for postcard shots – they’re seeking immersion. “What’s particularly interesting is the traveller profile: these tend to be adventurous, experienced guests seeking authentic cultural immersion rather than traditional luxury,” Lee explains. “The region is still very much developing in terms of tourism infrastructure, so it appeals to those comfortable with a more exploratory travel style.”

Samarkand. Credit: Charlotte Travel

Standout offerings

When it comes to hotels, Mark Wong, senior vice president, Asia Pacific, at Small Luxury Hotels of the World (SLH), believes Central Asia’s depth of heritage and cinematic landscapes position it as a natural fit for the group’s globally minded luxury portfolio.

One standout within the collection is The Veil in Kazakhstan. “Its striking, design-led identity makes it an architectural landmark in Astana, while its intimate scale with just 47 keys, and personalised service reflects the essence of independent boutique luxury,” he says. “It also represents the energy of a new generation of hospitality in the region, offering a locally rooted experience that meets the expectations of our global guests.”

“Central Asia’s momentum is the result of infrastructure, connectivity, and growing investor confidence aligning at the same time,” adds Assel Zeinolla, director of sales at The Veil. “For Astana, this is the right moment because the city was built for global dialogue and international business.”

The striking facade of The Veil in Kazakhstan.

That said, Central Asia is already home to standout luxury experiences. Lee points to the Golden Eagle Trans-Siberian Express’ Silk Road route as a rare exception. “This is arguably the most outstanding way to experience the journey, offering genuine luxury while traversing these historic regions. What makes this particularly noteworthy is that this specific route was closed from 2019 and only restarted this year, so there's pent-up demand.”

Other rail journeys include modern, high-speed trains linking Tashkent, Samarkand and Bukhara, making it easy to travel in style with superb views.

On the ground, the cultural rewards are substantial. “The UNESCO-listed Silk Road cities in Uzbekistan are a major draw: standing in Registan Square at dusk in Samarkand or wandering through Bukhara’s old town feels completely different from anything in East Asia or Europe,” Harris says.

For Scott Dunn’s Lee, the allure lies in the region’s offbeat allure. “While we're not seeing volume bookings yet, the interest is definitely there, particularly among those with both the time and the adventurous spirit to properly explore these historically rich regions.”