Abstract
The paper examines ecotourism in the Aral Sea region of Uzbekistan, an area with a fragile environment that has faced ecological crises and requires careful sustainable development. It looks at the supply side of ecotourism by examining Uzbekistani tour operators' awareness of benefits derivable from promoting ecotourism in the region, and the local tourism industry's motives to engage in this development. As a research methodology, the results of an exploratory survey of travel agents and tour operators highlight the policy-making and management interventions required for the more effective promotion and development of ecotourism in the Aral Sea region. The paper analyzes the challenges and opportunities associated with promoting ecotourism activities in the Aral Sea region in pursuit of sustainable regional development, improved livelihood for the local population, employment opportunity and income source creation, and enriched service exports. Key findings from the study show that stakeholders are aware of ecotourism's value and are motivated to implement ecotourism in the region, but they have limited experience, competence, and international networks to promote and market ecotourism products and services. Local stakeholders have raised the issue that infrastructure development and access to microfinance are their greatest needs from local authorities in Uzbekistan.