WAYS TO ENHANCE THE TOURISM ATTRACTIVENESS OF UZBEKISTAN THROUGH DIGITAL MARKETING TOOLS

This thesis examines practical and strategic ways of increasing the tourism attractiveness of Uzbekistan through the effective use of digital marketing tools. The rapid growth of international tourist flows and the changing behavior of travelers require a transition from fragmented online promotion to an integrated digital tourism ecosystem. The study considers social media marketing, search engine optimization, content marketing, online reputation management, electronic tourism platforms, personalized communication, artificial intelligence, smart tourism technologies, and digital services as interconnected instruments influencing destination attractiveness. Particular attention is given to the need to transform Uzbekistan's considerable historical and cultural potential into a competitive digital destination image.