THE ROLE OF DIGITAL TECHNOLOGIES IN ENHANCING THE ECONOMIC SUSTAINABILITY OF GREEN TOURISM IN UZBEKISTAN

This paper provides a scientific-theoretical and applied analysis of the role of digital technologies — particularly artificial intelligence (AI) and Big Data — in the development of green tourism in Uzbekistan. The country faces a growing need to develop its tourism sector on the basis of ecological sustainability, and in this process digital technologies play a decisive role in ensuring environmental safety, managing tourist flows, improving the quality of services, and promoting the rational use of natural resources. The paper further examines how AI-driven analytics and Big Data infrastructures can be integrated into national tourism policy, discusses the institutional and technical prerequisites for such integration, and outlines practical pathways through which artificial intelligence and Big Data capabilities can increase the overall efficiency of the tourism sector, drawing on comparative international experience.