THE STRATEGIC ROLE OF MASS MEDIA IN SHAPING UZBEKISTAN'S TOURISM DESTINATION IMAGE

This paper explores the strategic utilization of mass media and digital marketing to enhance tourism public relations (PR) and branding in Uzbekistan. While the country's tourism sector has seen significant growth due to government initiatives, maximizing this potential requires a cohesive, long-term strategy centered on digital transformation and content diversification. The analysis highlights the pivotal role of the state-established National PR Center in developing a new national brand and promoting diverse attractions beyond the Silk Road legacy. Effective international PR demands cultivating strong media relations through familiarization trips and creating high-quality, shareable content for digital platforms.