BUKHARA'S TOURISM RENAISSANCE: LEVERAGING HERITAGE, BRANDING, AND SUSTAINABILITY FOR ECONOMIC GROWTH

Abstract

The tourism industry holds strategic importance in Bukhara, Uzbekistan, recognized for its rich historical and cultural heritage. This paper examines Bukhara's significance as a center of Islamic culture, education, and pilgrimage, emphasizing its architectural heritage and role in the spread of Islam. Economic development in Bukhara is closely tied to its tourism potential, with religious and spiritual tourism (Ziyarah) and ecotourism identified as key drivers. Sustainable tourism practices are crucial for preserving Bukhara's cultural and natural resources, while branding strategies aim to enhance its image as a safe and appealing destination. Leveraging insights from literature review, this study explores the role of branding in tourism development, emphasizing the need for a cohesive approach encompassing visual identity, messaging, and stakeholder engagement. Additionally, discussions on sustainable tourism practices and marketing tactics underscore the importance of preserving Bukhara's heritage while effectively promoting it to domestic and international tourists.