Tourism consultancy for the road less travelled

TOURISM AND CULTURE DEVELOPMENT
FOR THE ROAD LESS TRAVELLED

Maximum Exposure provides tourism consultancy for emerging destinations, working with IFIs and development agencies, governments, DMOs, and the private sector to maximise the role of tourism and culture in the delivery of the UN Sustainable Development Goals.

RECENT PROJECTS

Uzbekistan

Since 2019, Maximum Exposure has worked with Uzbekistan's Committee for Tourism (Uzbektourism) to develop and promote Uzbekistan as the Silk Road's premier tourism destination. Sophie Ibbotson is Uzbekistan's official Tourism Ambassador, representing Uzbekistan at international events; we helped Uzbekistan bid for, host, and promote UN Tourism's 25th General Assembly in Samarkand; and it was a team effort to position Uzbekistan to win a Top Country award in Lonely Planet's Best in Travel 2024. Get in touch with us to develop your Uzbekistan tours, find a DMC, or to discuss a press trip.

Tajikistan

Maximum Exposure provided tourism consultancy to the World Bank's $30m Rural Economy Development Project (REDP) in Tajikistan from 2019-24. We joined the Bank's team in the REDP's pre-launch phase to help design the tourism component of the project, and were then appointed to advise and support the Ministry of Finance and the Committee for Tourism Development in the project's implementation. REDP activities included conservation work and upgrading facilities at four cultural heritage monuments; providing community grants for tourism projects in every district in GBAO and Khatlon; delivery of more than 600 matching grants for MSMEs; and capacity building for both the public and private sectors.

Karakalpakstan

The little-known Republic of Karakalpakstan is home to the Aral Sea, more than 50 desert fortresses, Central Asia's largest electronic music festival, yurt camps, and one of the world's great avant-garde art collections. Sophie Ibbotson is the tourism advisor to the Chairman of the Jokargy Kenes (Karakalpakstan's parliament); and together with Maximum Exposure colleague Steph Adams, she has written Bradt Travel Guides' Karakalpakstan. We are preparing Karakalpakstan's tourism development roadmap; identifying and preparing investment projects; building capacity in both the public and private sectors; and helping local tourism businesses build linkages with international partners. There are opportunities for tour operators and travel media to visit Karakalpakstan on fam tours, too.

Georgia

Silk Hospitality is one of Georgia's most exclusive tourism and hospitality brands, and is also at the forefront of country's cultural development. Maximum Exposure organises press trips to Silk Hospitality's luxury hotels in Tbilisi, Batumi, and Kakheti, and helps promote the prestigious events they host, such as the Europakonzert, Tsinandali Festival, and Tsinadali Wine Symposium. We are keen to hear from travel, wine, and culture writers who are interested in experiencing and writing about Silk Hospitality's products.

Travel the Unknown

Maximum Exposure works with UK-based tour operator Travel the Unknown to develop, promote, and lead tours to off-the-beaten-track destinations. Together, we have created and run new itineraries in Kashmir and Ladakh, Uzbekistan, and Georgia, incorporating immersive cultural experiences and places far beyond the usual tourist trail. We provide expert tour leaders with strong local connections, and use these tours to pioneer new routes and test out new products and experiences. You may also have seen our partnership in action on stage at events like the Destinations travel shows in London and Manchester!

Oxus

Three women, one river. An extraordinary journey 2,540 km along the Oxus, from Afghanistan's Wakhan Corridor to the Aral Sea. Travelling on foot, by pony, yak, and jeep, our intrepid team of explorers -- Sophie Ibbotson, Sophia Burna-Asefi, and Miskola Abdullaeva -- will be answering the essential question of the Great Game and telling the story of one of history's most important waterways. The is the Oxus Expedition.

Golden Eagle Luxury Trains

All aboard! Golden Eagle Luxury Trains offers trips of a lifetime by private train. Travelling some of the world's most scenic rail routes, including along the Silk Road, this is the most luxurious way to see the world. Maximum Exposure provides Golden Eagle with onboard lecturers and some logistical support, delivers webinars, writes blogs, and also generates media coverage for the train and itineraries. Conde Nast Traveller's 2024 Readers' Choice Awards honoured both the Golden Eagle and its sister train, the Danube Express: congratulations!

WHERE WE WORK

Browse the map and pick a pin to see our recent clients, projects, and press trips.

WHAT WE DO

For Travel Media

For Tour Operators

For Governments and DMOs

For IFIs and Donors

MEET OUR TEAM

Sophie Ibbotson

Sophie Ibbotson founded Maximum Exposure in 2016. She specialises in South and Central Asia and in sustainable tourism development, advising national governments and development organisations such as the World Bank, ADB, and USAID. Sophie received the Turizm Fidoyisi medal of honour from the Government of Uzbekistan for her work as Uzbekistan’s Tourism Ambassador, and is Chairman of the Royal Society for Asian Affairs.

samuel gao

Sammy Gao is a bilingual (English and Mandarin) strategic marketing consultant focusing on luxury and heritage brands. He is Debrett’s Asia Ambassador, designing and implementing their learning programmes; writes our branding and marketing strategies; and is the Chief Executive of the Design a Sustainable Tomorrow foundation, restoring and revitalising derelict rural and urban communities with rich cultural and natural capital.

KAMILA ERKABOYEVA

Kamila Erkaboyeva is a multilingual creative director, event organiser, and designer with an extensive experience in cross-cultural communication. She is a UN Women delegate and a Cultural Lead for Cultural Style Week, for which she organised and hosted performances at the Mayor of London’s 2024 Eid in the Square festival. Kamila specialises in immersive cultural experiences in food, fashion, and the visual arts.

MEGAN EAVES

Megan Eaves is a travel writer, editor, consultant, and dark sky specialist. She was Lonely Planet’s North and Central Asia Destination Editor, and now edits Nightscape, the magazine of DarkSky International. Megan is passionate about responsible travel as a force for good, and has consulted on sustainable tourism, communication, and dark skies for the World Bank, the Royal Astronomical Society, and the World Wildlife Fund.

MATT MOWBRAY

Matt Mowbray is a master wordsmith. He does most of the copywriting and editing for Maximum Exposure’s tourism clients, as well as press release distribution, tourism research and analysis, and report writing.

ABI BOUSFIELD-FRY

Abi is a marketer with 15 years of experience across print, digital marketing, and branding. She brings experience working in tourism and hospitality businesses, and with NGOs, e-commerce, and online reputation management.

STEPH ADAMS

Steph Adams is a bilingual (English and Russian) tourism consultant, travel journalist, editor, and PR. She co-wrote the Bradt Guide to Karakalpakstan and is a Representation Manager at The Adventure Connection.

JOHN E FRY

John E Fry is an award-winning director of photography, producer, and camera and Steadicam operator. He’s produced multiple tourism promotion films and is our official photographer on many press trips.

JACK MATTHEWS

Jack Matthews is a consultant geologist specialising in geotourism and geoheritage. He is an evaluator for UNESCO Global Geoparks and a Geoheritage Conservation and Interpretation Officer for The National Forest.

MISKOLA ABDULLOEVA

Miskola Abdulloeva is a multilingual tourism expert. She’s the founder of Orom Travel, a Representation Manager for The Adventure Connection, and the first Tajik member of the Adventure Travel Trade Association.

DANIEL KHAZENI-RAD

Daniel Rad is the Project Director of the Future Economic Rural Network and has advised governments in Central Asia and the Middle East. He’s also a journalist, publisher, and a recipient of the Benjamin Franklin Award.

VICTORIA ROSE

Vic Rose is a PR and events specialist with 20+ years of experience in the tourism and hospitality sectors. She manages hotel and product launches for Maximum Exposure’s clients, as well as PR campaigns and press trips for special events.

RHIANNON ELEY

Rhiannon Eley is an academic and consultant working on cross-cultural education, communication, and DEI. A former ski and walking guide in the Alps, she also writes about active travel, winter sports, wellness, and hotels.

WILL IBBOTSON

Will Ibbotson is a Flying Doctor, anaesthetist, and expedition medic. He advises Maximum Exposure on travel medicine, was an expert lecturer for Celebrity Cruises, and writes about luxury and adventure travel in Australia and SE Asia.

CLARA LEGALLAIS

Clara Legallais is a bilingual (French and English) tourism consultant, writer, and speaker. She has an engineering degree and a background in sustainability, and is a Central Asia specialist for Belgian travel agency Emotion Planet.

SHASHI SHARMA

Shashi Sharma is Maximum Exposure’s web developer, building and refreshing client websites and providing technical support. He has worked on projects for the Iran Society, the Oxus Expedition, and Samarkand, among others.