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Uzbekistan's tourism industry is undergoing significant changes driven by digital transformation, offering new ways for travelers to plan, experience, and share their journeys. This study investigates the specific trends, challenges, and opportunities associated with the digitalization of tourism in Uzbekistan. Utilizing a comprehensive analysis of current literature, qualitative interviews with local industry experts, and quantitative data from surveys, the research identifies key trends such as the increasing use of mobile technology, the development of smart tourism infrastructure, and the growing influence of social media and virtual experiences. The study also highlights critical challenges faced by Uzbekistan, including the digital divide, concerns over data privacy and security, and the need for improved digital literacy and skills among tourism professionals. Additionally, the research emphasizes the importance of integrating digital technologies with traditional hospitality practices to maintain personalized service quality. Opportunities presented by digital transformation are substantial, enabling enhanced tourist experiences, the creation of innovative business models, the promotion of sustainable tourism practices, and the potential for Uzbekistan to attract a broader international audience. By strategically adopting digital innovations, Uzbekistan's tourism sector can overcome existing challenges and capitalize on the benefits of digital transformation, fostering future growth and development. This research provides valuable insights for policymakers, industry stakeholders, and businesses aiming to navigate the digital landscape and enhance Uzbekistan's position in the global tourism market. KEY WORDS: digital tourism, online travel companies, smart technologies, smart destination.
M et al. (Fri,) studied this question.