This article analyzes the current state of attracting investments, loans, and financial resources for the development of the tourism sector in the Khorezm region. In particular, it examines the main challenges in financing, collateral security, infrastructure shortages, and legal barriers. Moreover, special attention is given to ecological aspects, sustainable tourism, green technologies, and ecotourism opportunities. Based on descriptive, comparative, ecological, and SWOT analyses, strategic proposals have been developed to address key issues, leverage opportunities, and promote sustainable tourism development.