Sophie Ibbotson (maximumexposure.co) is the founder of Maximum Exposure Ltd, a tourism and culture development consultancy, and PR company, specialising in emerging destinations. She read Oriental Studies at Clare College, Cambridge, and has a particular interest in Central Asia, where she has worked since 2008. An author or co-author of six Bradt travel guides (Ladakh, Jammu and Kashmir; Karakalpakstan; Uzbekistan;Tajikistan; Sudan and South Sudan), Ibbotson has also written for publications such as Newsweek, The Financial Times, The Economist and The Telegraph. She is also: the co-founder and managing editor of Panorama: The Journal of Intelligent Travel; a consultant for the World Bank; Uzbekistan’s Tourism Ambassador to the UK; a board member of the British Georgian Chamber of Commerce; and a council member of the Royal Society for Asian Affairs.