DEVELOPMENT OF ECOTOURISM: MARKETING APPROACHES, OPPORTUNITIES, AND CHALLENGES

This article examines the development of ecotourism in Uzbekistan through the lens of tourism marketing. Ecotourism is presented not only as a tool for sustainable development and green economy promotion, but also as a strategic avenue for creating economic opportunities in rural and environmentally sensitive areas. The article emphasizes the importance of destination branding, audience segmentation, and digital marketing in attracting environmentally conscious travelers. It discusses how leveraging Uzbekistan’s unique natural landscapes and cultural heritage can strengthen the national tourism brand while ensuring environmental preservation.