CULTURAL HERITAGE DIPLOMACY AND SOFT POWER: MECHANISMS FOR ENHANCING UZBEKISTAN'S INTERNATIONAL PRESTIGE THROUGH HISTORICAL AND CULTURAL DIPLOMACY

This article presents a comprehensive analysis of the theoretical foundations of the concept of "soft power" within the contemporary system of international relations, together with the geopolitical significance of cultural heritage diplomacy as one of its central components. The study examines the vast historical and cultural legacy of the Republic of Uzbekistan, its cooperation with UNESCO and other authoritative international organizations, and the practical mechanisms through which the country promotes its tangible and intangible cultural assets on the world stage. Particular attention is devoted to the institutional development of cultural diplomacy within Uzbekistan's foreign policy, the strengthening of the national tourism sector, and the deepening of international humanitarian ties. The article concludes with a set of evidence-based recommendations aimed at further consolidating Uzbekistan's cultural capital as a durable instrument of international influence.