The BBC's Race Across the World has sparked a significant increase in interest for travel to Central Asia, according to adventure tour agencies. The show's sixth series, which concludes this week, saw contestants traverse 7,400 miles from Sicily through lesser-known destinations such as Kazakhstan, Uzbekistan, Kyrgyzstan, and Mongolia.
The 'Race Across the World Effect' on Tourism
Wild Frontiers, an adventure group tour company, reported a notable uptick in bookings for these regions, coining the term the 'Race Across the World effect'. The company noted a 25% increase in interest for Kazakhstan tours and a 30% rise for Uzbekistan tours, while Turkey tours saw a 160% surge. Clare Tobin, CEO of Wild Frontiers, stated: 'For many travellers, the appeal is then taking those destinations and experiencing them in a completely different way – more slowly, more deeply and more consciously.' She added that the show gives 'travellers the confidence to explore emerging destinations they may previously have overlooked.'
Wendy Wu Tours experienced a 300% increase in enquiries and bookings for Central Asia tours comparing April and May of this year to the same period last year. Mercury Holidays saw demand for Mongolia escorted itineraries rise by over 200% since the season aired. Intrepid's UK general manager Joanna Reeve noted that bookings to Uzbekistan were up 50% the week after it featured on the show, and Mongolia bookings increased by 60% that month. 'The show has shone a light on the incredible, unique and sometimes life-changing experiences that off-the-beaten-track travel can give,' she explained.
Luxury Operators See Growing Demand
Steppes Travel, a luxury tour operator, argued that Race Across the World is 'playing catch-up' with existing trends. A spokesperson said: 'Interest in Central Asia has been building strongly for the past two to three years, and many of the places featured in the series are destinations our clients have already been exploring well ahead of the programme.' In response, Steppes Travel has expanded its Central Asia programme, adding a regional specialist and extra departures.
How to Plan Your Own Central Asian Adventure
Several tour operators offer packages inspired by the show's route:
Kazakhstan
Silk Road - Kazakhstan: Across The Kazakh Steppe with Wild Frontiers is an 11-day tour from £3,150, including meals, transport, accommodation, an expert guide, and entry fees. It explores Almaty, Charyn Canyon, and cultural landmarks like the Esyk burial mounds.
Uzbekistan
Premium Uzbekistan by Intrepid is a 10-day guided trip from £1,951, covering Tashkent, Samarkand, and Bukhara with local experiences. Mercury Holidays offers a 12-day escorted tour from £2,339, including flights, meals, and wine tasting.
Kyrgyzstan
Spirit of Kyrgyzstan by Wendy Wu Tours is an 11-day package from £3,590, featuring yurt camps, hot springs, and cooking classes. Steppes Travel provides a 12-day self-drive adventure from £5,995, departing July 2027.
Mongolia
Mongolia: Nomads Of The Steppe Group Tour by Wild Frontiers is a 10-day trip from £2,865. Intrepid's Trans-Mongolian Railway Adventure is an 11-day rail journey from £1,912, including the Gobi Desert and Khustai National Park.
Recreate the Race
Wendy Wu Tours offers Silk Road Roving, a 55-day guided tour from Istanbul to Mongolia via nine countries, priced from £17,999, including flights, accommodation, and meals.
