Blog

Kirill Gulov

Travel + Leisure unveils Central Asia to the world and integrates its nations into a unified touristic map. This is for those who wish to tell stories and create journeys. We assist in making those choices and spark inspiration for travel.

Travel takes many forms. At times, it is fleeting—like a spontaneous snapshot taken on the run. At others, it is “technical,” with itineraries reduced to checklists and cities reduced to mere backdrops for selfies. But there are also different kinds of journeys—those that stay with you, that don’t end upon returning home, but instead become part of your personal narrative and begin to reshape your worldview.

For nearly 90 years, Travel + Leisure has chronicled journeys that offer revelation, not just relocation from point A to point B. Journeys where not only destinations matter, but also rhythm, nuance, and cultural code. Journeys in which gastronomy and architecture, history and design, geography and craftsmanship merge to create something that cannot be artificially replicated—an atmosphere. These are conscious, sensory, and aesthetically rich travels.

Our readers number in the millions around the globe. For them, travel is not an escape from life—it is a continuation of it, experienced in a different rhythm and place.

Central Asia today is perfectly attuned to this rhythm—curious, open, and bold. The region is visibly transforming, experimenting with new forms, reclaiming forgotten traditions, and viewing itself with renewed wonder. At Travel + Leisure, we are entering this region not with ready-made formulas but with a spirit of openness—to encounters and impressions.The story of Travel + Leisure began through a lens. In 1937, the first issue of U.S. Camera was published in New York. It was a magazine devoted to photography—a visual manifesto of its time.

First issue of U.S. Camera

Decades later, in 1971, Travel & Camera made a pivotal decision: to move beyond visual language and explore everything that makes travel a true delight. Thus emerged a new name—Travel + Leisure—and a new philosophy: treating travel as a holistic experience, where every element matters—from table settings to landscapes.

Today, Travel + Leisure is part of the Dotdash Meredith media group, one of the largest publishers in the United States, renowned for high-quality content. This company unites numerous influential magazines, including People, Real Simple, InStyle, and others. Under Dotdash Meredith, Travel + Leisure has found renewed momentum—expanding its digital presence and global reach while preserving its signature aesthetic.

“Our readers turn to Travel + Leisure because we are the leading voice for the sophisticated traveler. As the only monthly publication in its category, we continue to delight them with the content they love: from the most captivating and inspiring travel features to striking, thought-provoking photography,” says Editor-in-Chief Jacqui Gifford.

Now—Central Asia

Travel + Leisure publishes several regional editions: Italy; Spain and Mexico; Southeast Asia; India and South Asia. The Chinese edition exists exclusively in digital format across platforms such as WeChat and Weibo.

And now—Central Asia. An insider perspective, conveyed in an international language.

We will highlight not only major cities, but also the smallest kishlaks and auls, where bread is still baked following ancestral recipes. We will step into artisan workshops where exquisite traditional fabrics are woven, and into boutique hotels scented with jasmine and lavender. We will explore gastronomy as a new philosophy and nature as a divine gift that demands reverence and care. For without respect for the land, there can be no true journey.

Respect is the foundation of everything we do—respect for guest and host, for the local resident and the traveler, for the chef and the porter, for the woman selling bread at the market and the tour guide, the flight attendant, the fellow passenger. We believe that the essence of meaningful travel culture is built not on superiority, but on dialogue. And dialogue is impossible without mutual respect.

Central Asia, once a hub of the Great Silk Road, is now part of a dynamic present. We speak of craftsmanship and emerging technologies, of heritage and daring contemporary design, of tradition and experimentation. We do not shy away from contrast—for it is contrast that gives true depth.

“I’ve spent my entire life on the road,” says Editor-in-Chief Jacqui Gifford. “And I can say with confidence: travel has made me a more tolerant, more empathetic person.”

Our editorial team wholeheartedly shares this view. We launched Travel + Leisure Central Asia so our voice might resonate clearly, calmly, and beautifully—like an invitation to embark on a journey.

Why We Are Trusted

Trust in a brand is built on several pillars: accuracy and verified facts, a respectful and honest tone, refined style, and a deep understanding of the audience.

In Central Asia, everything is built on this same foundation: business, hospitality, routes, relationships, cuisine. Here, a personal recommendation still holds more weight than any press release. We understand this well.

That is why Travel + Leisure Central Asia is grounded in the same principles as strong relationships on the road: reliability, attentiveness, and respect. Every article we publish is the result of a professional, meticulous team. Writers who know their subject. Editors who ensure coherence and rhythm. Illustrators and photographers who capture the region’s aesthetic spirit. Fact-checkers who verify every figure, name, and detail.

We value the fact that our readership is intentional—not accidental. It’s a choice. Because we know: a well-written story is like a great journey. It takes preparation, but it lingers in memory.

“When you work with a brand like Travel + Leisure, your greatest responsibility is to your audience. Everything you create must be born of an understanding of what they genuinely expect,” said Nathan Lump (Editor-in-Chief, 2014-2018).

Through our stories, we cultivate trust. And we sincerely hope that trust will be mutual.

Central Asia Best Awards

From Respect to Recognition

Everyone appreciates awards. Some value the status. Others are motivated by the sports challenge. Some pursue accolades with the dedication of a personal marathon. The world is full of different awards. Travel + Leisure World’s Best Awards is part of a legacy that has earned trust for decades. It’s an accolade that shapes reputations, sets benchmarks in the world of experiences, and is cherished—because it is backed by a name, a style, and a code of ethics.

For over 30 years, the global World’s Best Awards have helped millions of travelers navigate the world of experiences. The rankings serve as a cultural map—revealing what travelers dream of, what becomes the new standard, who continues to surprise and leave lasting impressions.

Central Asia Best Awards, by Travel + Leisure Central Asia, is the first travel award of this scale devoted entirely to the Central Asian region. We are charting a map of trust—a route by which travelers can discover this region and, beyond the façades of hotels, the names on restaurant menus, and the banners of festivals, see the culture—and its bearers—the local residents.

“The World’s Best Awards continue to serve as a benchmark of excellence in the industry and play a crucial role in helping travelers make decisions across all aspects of trip planning,” says Jacqui Gifford.

Travel + Leisure Best Awards is a platform for visibility—regionally and internationally—for hotels, restaurants, airlines, transportation services, and more. With no imposed narrative and no exoticism. We recognize excellence in hospitality, gastronomy, cultural initiatives, natural destinations, and bespoke itineraries.

The award encompasses four key categories:

– Hospitality and accommodation

– Gastronomy and restaurants

– Cities and destinations

– Transportation

Winners receive an official designation and a digital badge—Winner of The Best Awards of Central Asia—along with a print feature in the magazine, exposure on social media and in the newsletter, participation in the gala ceremony, and the right to use the award’s logo in their marketing communications.

The voting process unfolds in two stages: first, the editorial team compiles a shortlist; then the final results are determined through a combination of reader votes (60%) and evaluations from an expert jury (40%). This ensures a balance—between popularity and professionalism, sentiment and expertise. The voting platform is hosted on the official Travel + Leisure Central Asia website.

Finalists undergo editorial review: we personally visit hotels and restaurants to assess aesthetic quality, service standards, and distinctiveness. Key categories are evaluated via anonymous guest visits. We also produce professional photo and video content—not only featured in the magazine, on Instagram, and on the website, but also made available to participants for promoting their brand.

Nominees are introduced to the public: they are listed on our website, highlighted in Instagram Stories, invited to the awards ceremony, and with the extended participation package—featured in our email newsletter, blog, and granted 1/4 page coverage in the awards issue.

We don’t merely select the best—we present them objectively, and above all—truthfully.

Why Participate in the Central Asia Best Awards?

What Does the Award Offer to Participants?

The Central Asia Best Awards is a powerful promotional platform for those shaping the face of contemporary tourism, gastronomy, and cultural industries across the region.

Participation opens new horizons—from enhanced reputation to access to a global audience. Winners receive far more than a certificate or trophy; they become part of a professional community that defines standards of excellence in Central Asia.

Benefits for Participants

1.  Reputation Enhancement

The award affirms a high level of service, taste, and vision. It offers a way to stand out from the competition and position oneself on the international stage.

2. Official Digital Badge

Winners receive a digital badge—a mark of recognition that can be displayed on websites, email signatures, social media platforms, or Booking.com profiles. It functions as a trusted endorsement.

3. Media Exposure

Top participants will be featured in Travel + Leisure Central Asia editorial content, across digital platforms, and in newsletters targeting a premium audience.

4. Content & Visual Production

Our editorial team organizes on-site visits to winners for professional content creation. This results in high-quality visual materials ready for brand promotion.

5. Increased Sales & Traffic

Inclusion on the list of laureates generates interest from travelers, tour operators, investors, and industry partners.

6. Access to a Professional Network

The award brings together the region’s top industry players. It becomes a platform for knowledge exchange, networking, and future collaborations.

7. Feature in the Winter Edition of Travel + Leisure Central Asia

Award winners will be featured in the winter issue of Travel + Leisure Central Asia in a dedicated section celebrating the Central Asia Best Awards recipients.

Who Is the Award For?

The award is open to hotels and restaurants, festivals and artisans, tour operators and startups, cities and destinations—as well as the guides who make Central Asia more compelling, layered, and worthy of global attention.

Let’s Build a Culture of Travel Together

Travel + Leisure is a brand that has guided its audience through times of uncertainty and remained a beacon for travelers. We are building a recommendation ecosystem that helps businesses grow and strengthens brand recognition in the premium segment.

“I’m proud I was able to lead the magazine through challenging times—after September 11th and during the financial crisis of 2008. Not only did we survive, we emerged stronger,” said Nancy Novogrod (Editor-in-Chief, 1993-2014).

Travel + Leisure and tour operators share a common mission: to make travel seamless and enriching. We welcome the region’s finest travel professionals as partners in this endeavor.

The magazine is published monthly in both Russian and English. It is available:

– in duty-free zones at international airports;

– in business, CIP, and VIP lounges;

– at leading hotels across major Central Asian cities;

– in retail and online.

“We are inclusive. Yes, we view travel through the lens of premium experience, but we also feature hotels under $250 per night. Our goal is to inspire, not intimidate. And of course, our visual aesthetic—it’s always stunning,” says Editor-in-Chief Jacqui Gifford with pride.

We produce travel guides, editorial reviews, special editions, and focus features seen by millions of potential clients.

Partnering with Travel + Leisure signifies prestige, credibility, and access to new clientele—both from within the region and from abroad.