Sophie Ibbotson (maximumexposure.co) is the founder of Maximum Exposure Ltd, a tourism and culture development consultancy, and PR company, focused on emerging destinations and post-conflict zones. She read Oriental Studies at Clare College, Cambridge, and has a particular interest in Afghanistan and Central Asia, where she has worked since 2008, has led several expeditions and has developed the national tourism development strategy for the Kyrgyz Republic. An experienced travel writer, Ibbotson has written/co-written six Bradt travel guides, three covering central Asia (Karakalpakstan, Uzbekistan and Tajikistan), and has also written for publications such as Newsweek, The Financial Times, The Economist and The Telegraph. Additionally, Ibbotson chairs the Royal Society for Asian Affairs, founded the travel journal Panorama and is a World Bank consultant, Uzbekistan’s Tourism Ambassador to the UK and a board member of the British–Georgian Chamber of Commerce.