MARKETING STRATEGIES FOR THE DEVELOPMENT OF EDUCATIONAL TOURISM IN UZBEKISTAN

Abstract

The article analyzes marketing strategies aimed at the development of educational tourism in Uzbekistan. Based entirely on the bachelor’s thesis of Sadokat Saidova (2024), the study explores the use of digital technologies, social media, and institutional cooperation in promoting the country’s educational potential. It highlights how branding, communication, and digital storytelling play a vital role in attracting international students. The research emphasizes that successful marketing in educational tourism requires the combination of innovation, emotional engagement, and cultural authenticity to build Uzbekistan’s reputation as a regional educational hub.