METHODS OF ENSURING FINANCIAL SUSTAINABILITY OF TOURISM SERVICE ENTERPRISES

This article analyzes the financial stability of service enterprises in the tourism sector, the factors ensuring it, and the criteria of sustainability. Changes in the tourism market of Uzbekistan, internal and external factors affecting the sector, existing problems of enterprises, and mechanisms for their solution are examined. Using the example of the “KARAVAN” hotel located in Urgench city, Khorezm region, a SWOT analysis was conducted, existing financial risks were identified, and strategies to enhance financial stability were developed. The research results include practical recommendations aimed at increasing the competitiveness of tourism enterprises.