The paper treats the regional tourism brand as an economic asset of Bukhara region. Using official statistics for 2022–2025, programme documents and tour-operator itineraries, it shows that the region has already met its quantitative targets and argues that further gains in competitiveness require a shift from a “museum city” image to that of a living cultural region. Institutional, product, integration and monitoring measures are proposed.
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Shafoat Kadirova (2026) studied this question.
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