Nowruz as a cultural tourism asset in Central Asian states: the intersection between cultural policy and event management

This study examines the role of Nowruz as a cultural event at the intersection of cultural policy and event management in Uzbekistan, Tajikistan, and Kazakhstan. To elucidate the dimensions of cultural policy and event management pertaining to Nowruz, this study employs an exploratory comparative analysis. The data were collected through semi-structured interviews, observations, and document analysis. The findings reveal that Nowruz serves as a pivotal point of unity and a vehicle for the reclamation of identities. While each country employs distinct approaches to the celebration of Nowruz, it necessitates adaptable strategies that are contingent upon the demographic scale of the region and its capital cities. Furthermore, the findings underscore the significance of strategic event management and stakeholder collaboration, which require extensive logistical preparation. This study enhances theoretical implications by demonstrating that public celebrations encompass a diverse array of entertainment forms and exhibit an eclecticism informed by multiple ethnic contexts.