Americans can begin traveling to Uzbekistan without a visa on Jan. 1. The Central Asia country is allowing visa-free stays of up to 30 days.
London-based Wild Frontiers, an adventure tour operator, said it expects strong demand for Uzbekistan next year.
"The introduction of visa-free access for U.S. citizens marks a turning point for Central Asia tourism," said Wild Frontiers CEO Clare Tobin. "For many American travelers, Uzbekistan is the perfect gateway into the heart of the Silk Road -- a region rich in history, culture and landscapes, yet still relatively undiscovered."
Wild Frontiers' Uzbekistan bookings are up 20% year over year.
G Adventures said in August that Uzbekistan bookings were up 57%, crediting increased social media exposure for the country's growing popularity. Tour operator Silk Road Treasure Tours, a Central Asia specialist, reported a 70% jump in Uzbekistan bookings this year.
"Uzbekistan is truly the hub of Central Asia travel, the only country which connects you to all 'Stans," said founder and president Zulya Rajabova.