"THE IMPORTANCE OF SAMARKAND, BUKHARA AND KHIVA IN WORLD TOURISM"

This article examines the role and significance of Samarkand, Bukhara, and Khiva in global tourism. The study analyzes the unique architectural heritage, rich cultural traditions, and strategic location of these cities along the Great Silk Road. In addition, special attention is given to increasing their attractiveness in the international tourism market, developing modern tourism infrastructure, and implementing principles of sustainable tourism. The article also highlights the importance of Samarkand, Bukhara, and Khiva in promoting Uzbekistan’s tourism potential, attracting international visitors, and strengthening the country’s positive image worldwide.