ABOUT US
About the Company
A team that knows these routes because we've travelled them ourselves.
Our Story
Javohir means “gem” in Tajik. The name wasn’t chosen at random: the mountains of this region are exactly that to us. The company has been operating since 2002. We started small, welcoming groups and individual travellers, sometimes just one or two people at a time. Back then, there was little more than an idea. We had to put it on paper and find people willing to believe in it. We did — and the company began to grow.
Today, we work well beyond Tajikistan. Our routes run through Uzbekistan and Kyrgyzstan, and our guests come from Europe, the US, Russia, Taiwan and many other countries — travellers who would rather discover new cultures and history than simply lie on a beach.
Since 2002
In Tourism
2000+
Routes Developed
25,000+
Guests From Around the World
154
Guides Trained Through Our Programme
How We Build Our Routes
No route goes on sale until we've travelled it ourselves. We start by bringing together a team of specialists — a historian, an ethnographer, a mountain guide. Each brings a different perspective: where to stop, what to tell, where it’s safe to pitch a tent. Then we travel the entire route ourselves: measuring distances, marking key points, and working out the costs — from fuel to guide fees.
The result is a document we call a route passport. It documents every stage of the route according to international standards. This means that a traveller or partner can follow the route independently, even without one of our team members alongside them.
Only then do we name the route. That, honestly, is the favourite part of the job: the name is inspired by the journey itself — by the history, culture and ethnography of the places along the way.
International Projects
We don’t develop our routes alone. "Mountains, Minarets and Nomads" — a 3,855-kilometre cross-border route through Uzbekistan, Tajikistan and Kyrgyzstan — was created together with partners in all three countries, with support from USAID. This network allows us to take groups across borders without passing travellers from one agency to another: in every country along the route, you’ll be working with partners we know personally and trust.
Umeda Kurbonbekova
Founder and Director
More than twenty years in tourism. She is a certified international guide for the Great Silk Road, accredited by WFTGA and UNWTO, as well as a national trainer for the Silk Road Interpretation and Quality Guides Training programme. In 2016 she was selected for a professional exchange programme in eco-tourism run by the US Embassy. In 2019 the Committee for Tourism Development under the Government of Tajikistan named her Best Guide of the Year. Under her leadership, the company received the titles of “Best Tour Operator 2017” and “Best Travel Company 2020”. With support from the US Embassy, Umeda ran a training programme for young guides from low-income families in mountain regions. Over twelve months, 154 people completed the programme — each now able to lead groups and contribute to tourism development in their communities.
Where would you like to go?
Tell us what you have in mind — we'll help turn your plans into a journey made for you.