In addition, the region has a distinct advantage over other popular tourist destinations such as Japan, Europe and Southeast Asia, because "many well-known Chinese stories and legends are set in this region, providing a sense of familiarity and connection for Chinese tourists", he said.

Rapid economic growth in Central Asia has also given a fillip to regional tourism, he said.

"When I first came here in 2019 few people had cars, but now road traffic is hectic," Zou said. "Increased car ownership and the extremely robust real estate market have also contributed to the tourism boom."

Challenges ahead

However, even against this backdrop, the continued success of the nascent industry is by no means assured, particularly given the region's lack of mature tourism infrastructure.

The problems that most Chinese tourists complain about include language barriers and patchy services such as transportation and accommodation.

After traveling in the region for three months, Yang, the algorithm engineer, called for better regulation of the industry.

"I once hailed a taxi and was overcharged, and I have had to double-check to ensure I'm not being overcharged when I exchange currency. The other thing is that with most people speaking Russian, communication can sometimes be very difficult," he said.

Qian, the analyst, said: "When I first walked into Tashkent Airport I had the distinct feeling that Uzbekistan is simply not equipped to handle mass tourism. None of the signs seemed to be for tourists, there was no clearly marked currency exchange counter, and no obvious signs provided tourist information. Visitors had to use hand gestures to ask for help or they had to search online."

Nevertheless, asked if he would return to the region, Qian was unequivocal.

"Definitely. Central Asia has really got me hooked. The local culture is like a melting pot, blending obvious Western and Eastern influences that coexist harmoniously," he said.

"I believe Central Asia will eventually become a highly popular tourist destination, and I'm sure that as this happens the Silk Road will be reflected in its former glory."