INTEGRATING THE ARCHAEOLOGICAL HERITAGE OF THE BUKHARA OASIS: STRATEGIES FOR DEVELOPING ARCHAEOTOURISM CLUSTERS BASED ON THE VARAKHSHA AND PAYKEND SITES

This article explores the modern tourist potential of archaeological sites in the Bukhara oasis, such as Varakhsha and Paykend, which left an indelible mark on the history of statehood and culture during the ancient and early medieval periods. The study scientifically analyzes the transformation of these sites not merely as historical monuments but as integral elements of an archaeotourism cluster that serves the economic and cultural development of the region. Based on international "open-air museum" practices and in-situ conservation methodology, the author proposes conceptual ideas for preserving the monuments and transforming them into interactive tourist destinations. The conclusions of the article hold practical significance for both conserving archaeological heritage and modernizing regional tourism marketing.