Digital technologies as a driver for the development of mice tourism in Uzbekistan

This article examines the role of contemporary digital technologies in the MICE tourism industry of Uzbekistanand their impact on enhancing the cultural attractiveness of events. The study analyzes technologies such as virtual andaugmented reality (VR/AR), artificial intelligence (AI), and online event booking and management platforms. It evaluatesthe current level of digital infrastructure in Uzbekistan, identifies existing obstacles, and highlights potential avenues forthe sector’s digital transformation. The analysis indicates that uneven development of digital infrastructure across regionsrepresents the primary challenge, while VR/AR technologies show the highest potential for creating immersive culturalprograms. The article provides recommendations for stimulating digital transformation in Uzbekistan's MICE tourism,considering the country's cultural specifics and addressing identified barriers, including targeted financial programs andeducational initiatives.