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.

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WHERE WE WORK

WHERE WE WORK

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

WHAT WE DO

MEET OUR TEAM

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.

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.

Creative Director 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 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 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 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 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 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.

Web developer Shashi Sharma

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.

OUR CLIENTS

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