THE ROLE OF LOCAL AND INTERNATIONAL MEDIA PROMOTION IN PILGRIMAGE TOURISM (BASED ON THE EXPERIENCE OF UZBEKISTAN)

This scientific article analyzes the role of local and international media promotion in the development of pilgrimage tourism using the example of Uzbekistan. The study examines the functional capabilities of mass media, digital platforms, social networks, documentaries, blogging activities, and international PR campaigns in popularizing religious and cultural heritage sites. Also, factors such as creating a national brand image, reliability and systematicity of information about historical and cultural sites, and targeting of the content strategy to the target audience in the formation of pilgrimage tourism are scientifically substantiated. This article analyzes the impact of media materials about the rich religious and spiritual heritage of Uzbekistan - historical shrines, shrines of scholars, and architectural complexes - on internal and external tourist flows. The interrelationship between strengthening the positive image of the country on the international scale, increasing the flow of pilgrims, and developing tourism infrastructure is revealed through media promotion. The results of the study show that the integrated use of modern digital communication tools is an important factor in the sustainable development of pilgrimage tourism .