Tourism development in Uzbekistan is viewed as one of the priority areas of state policy aimed at diversifying the economy and enhancing the country’s international image. Given Uzbekistan's rich historical and cultural heritage, the effective use of tangible cultural heritage sites in the tourism sector becomes particularly important. However, the current level of integration of such sites—especially archaeological monuments—into tourism remains extremely low. This indicates the existence of systemic issues, including lack of infrastructure, outdated or inaccurate registry data, low awareness of the sites, and the absence of a comprehensive methodology for assessing their tourism potential. This research is especially relevant for regions with high cultural potential but underdeveloped tourism infrastructure, such as the Fergana and Andijan regions. The development and testing of a comprehensive methodology for assessing the tourist appeal of tangible cultural heritage sites makes it possible to propose a scientifically grounded approach to forming regional tourism routes, as well as effective strategies for the preservation and promotion of cultural values.

The rise of social media has revolutionized tourism marketing, making influencers and social media figures key players in shaping travelers' perceptions of destinations. Platforms such as Instagram, YouTube, and TikTok have enabled influencers to act as digital ambassadors, promoting travel locations through curated, visually appealing content. This paper explores the influence of social media figures on shaping destination image and purchase intentions in the tourism sector, drawing on case studies from Iceland, Japan, Switzerland, and Qatar. It also examines the potential for Uzbekistan to enhance its tourism image through influencer marketing, offering insights from successful international strategies.