Tourism consultancy and PR for emerging destinations

TOURISM AND CULTURE DEVELOPMENT
FOR THE ROAD LESS TRAVELLED

Maximum Exposure provides tourism consultancy and PR for emerging destinations, working with development organisations, DMOs, and businesses to maximise the role of tourism and culture in the delivery of the UN Sustainable Development Goals.

Click here for press trips!

TOURISM CONSULTANCY & PR PROJECTS

Uzbekistan

Maximum Exposure is a long-term partner of Uzbekistan's Committee for Tourism (Uzbektourism), providing tourism consultancy and promoting the country internationally as the Silk Roads' premier tourism destination. Our founder Sophie Ibbotson is Uzbekistan's official Tourism Ambassador; we helped Uzbekistan bid for, host, and promote UN Tourism's 25th General Assembly in Samarkand; and as a result of our work, Uzbekistan featured in Lonely Planet's Best in Travel, The New York Times' 52 Places to Go, and National Geographic's Best of the World. Sophie is also the brand ambassador of the national airline, Uzbekistan Airways.

Georgia

In 2025, Maximum Exposure worked with Silk Hospitality -- one of Georgia's most exclusive tourism and hospitality brands -- to launch The Telegraph Hotel, Tbilisi and host some of the world's top travel, lifestyle, and design journalists. Thanks to Vic's efforts, the resulting coverage was seen by an audience of more than 370 million. We've now expanded our relationship with Silk Hospitality and manage the international PR for not only The Telegraph but also Kokhta Bakuriani and Tsinandali Estate, A Radisson Collection Hotel. Georgia is a four seasons destination, and in collaboration with Georgia.Travel we can tell more stories and bring more journalists to visit than ever before.

Karakalpakstan

Karakalpakstan is home to the Aral Sea, desert fortresses, Central Asia's largest electronic music festival, and one of the world's great avant-garde art collections. Sophie served as the tourism advisor to the Chairman of the Jokargy Kenes (Karakalpakstan's parliament); and together with Steph wrote Bradt Travel Guides' Karakalpakstan. We prepared Karakalpakstan's tourism development roadmap; identified investment projects; provided training; and helped local tourism businesses build linkages with international partners. We also applied for and won a €30,000 grant for the Savitsky Museum to up-skill and buy equipment for its painting conservation department.

Tajikistan

Maximum Exposure supported the World Bank's $30m Rural Economy Development Project (REDP) in Tajikistan with tourism consultancy 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 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 the public and private sectors. Pictured here: Megan, Steph, and Sophie on a research trip in the Pamir.

Tour Operators

Maximum Exposure works with international tour operators to develop, promote, and lead tours to off-the-beaten-track destinations. Recently, we created new itineraries in Kashmir and Ladakh, Uzbekistan, and Georgia for Travel the Unknown, incorporating immersive cultural experiences and places far beyond the usual tourist trail. We lead and lecture on tours for Steppes Travel, Orbridge, Golden Eagle Luxury Trains, and ASA Cultural Tours. We've hosted events and delivered webinars for Wild Frontiers and Emotion Planet. You may also have seen our tour operator partnerships in action on stages at Destinations and the Adventure Travel Show!

Development Agencies

Maximum Exposure's tourism consultancy for development agencies takes us around the world. Our consultants have worked on World Bank projects in Albania, Jordan, North Macedonia, Saudi Arabia, and Tajikistan; we contributed to the Asian Development Bank's Visit Silk Road programme; and we've also advised GIZ and USAID. Our strategy for blue tourism development on the Albanian Riviera anchored Albania's rapid post-COVID tourism growth; economic management plans for Jordan's archaeological sites are critical to future sustainability; and we have high hopes for our community-based tourism initiatives in Jazan!

WHERE WE WORK

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

WHAT WE DO

For Travel Media

For Tour Operators

Tourism consultancy for governments and DMOs

For Destinations

For Development Agencies

MEET OUR TEAM

Sophie Ibbotson

Sophie Ibbotson founded Maximum Exposure to deliver expert tourism consultancy. She specialises in sustainable development in Eurasia, advising national governments, development agencies, and the private sector. Sophie received the Turizm Fidoyisi medal from the Government of Uzbekistan for her work as Uzbekistan’s Tourism Ambassador, and is a Trustee of the Royal Society for Asian Affairs. She’s also an author for Bradt Guides.

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 writer, editor, consultant, and dark sky specialist. She was Lonely Planet’s North and Central Asia Destination Editor; edits Nightscape for DarkSky International; and is the author of Nightfaring. Megan’s 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 has also worked for The Adventure Connection and Wild Frontiers.

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.