Abstract
Historically located along the Great Silk Road, Turkistan has recently undergone revitalization through state and private investments. As an emerging tourist destination, tourist experience in Turkistan warrants further exploration. This study investigates tourists’ perceptions of Turkistan through the lens of the Tourist-Friendly Destination (TFD) framework, focusing on its Space, Activities, and Products dimensions. A qualitative analysis of 977 purposively selected online reviews screened using the CRAAP test was conducted using Atlas.ti. Data were collected from four platforms such as Google Reviews, Yandex Reviews, 2GIS, and TripAdvisor and analysed using deductive thematic analysis. Findings revealed tourists’ appreciation of Turkistan’s rich cultural heritage and improved infrastructure, alongside disappointment with the lack of activities during the low season and low-quality service. This study contributes to the existing body of literature on tourist experiences and demonstrates the applicability of the TFD framework in assessing emerging destinations, offering insights for stakeholders involved in a destination development.