CREATING MICE TOURISM DESTINATION BRAND IN SAMARKAND

The article discusses importance of developing a strong brand identity for destinations targeting MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, significance of branding in attracting international business events and enhancing a destination's competitiveness. The author highlights essential elements such as infrastructure, accessibility, government support, and marketing strategies that contribute to a successful MICE brand. The study also examines case studies of well-established MICE destinations, providing insights into best practices and challenges in brand positioning.