In February 2020, the FAM tour was organized for six leading English- and Russian-speaking travel bloggers and active users of social media to present Kyrgyzstan’s winter tourism potential. Thе FAM tour was organized by the Sustainable Winter Tourism Development Project (Helvetas), funded by the Swiss government in partnership with the USAID Project on competitiveness, trade and jobs in Central Asia and Department of Tourism under the Ministry of Culture, Information and Tourism.