Sophie Ibbotson and Max Lovell-Hoare moved to Central Asia in 2008 and lived and worked in the 'Stans for the next five years, advising national governments and promoting investment.

They developed the national tourism development strategy for the Kyrgyz Republic, have written and updated guidebooks to Tajikistan, Kyrgyzstan, Uzbekistan, and Kazakhstan, and have led numerous expeditions in the region.

As lecturers, they have addressed organisations including the Royal Geographical Society, the Royal Asiatic Society, and the Royal Society of Asian Affairs, where Sophie is also a member of council.

Both Sophie and Max return to Central Asia several times a year, and Sophie continues to develop and promote tourism opportunities there.