FACTORS INFLUENCING TOURISM DEVELOPMENT IN SAMARKAND

This article examines the factors influencing tourism development in Samarkand, a city that plays a significant role in Uzbekistan's tourism potential. The study highlights how this city, attracting millions of tourists annually, shapes visitors’ perceptions and provides them with unique experiences and opportunities, supported by factual evidence. Furthermore, the measures being taken to further develop tourism in Samarkand and their practical outcomes are analyzed. The article also discusses the prospects of Samarkand tourism over the next ten years, including strategic plans regarding the number of tourists expected annually. Additionally, the formation of Samarkand as an international brand and the effectiveness of marketing strategies are considered. The modernization of tourism infrastructure and the expansion of logistics capabilities are recognized as key factors. The role of international festivals, conferences, and cultural events in enhancing the city's global tourism position is also emphasized. Finally, the study evaluates trends in service quality, personnel training, and the introduction of digital technologies as key drivers of accelerated tourism growth.