EXPLORING GLOBAL AND REGIONAL TOURISM

The global tourism industry has undergone profound transformations driven by globalisation, technological innovation, evolving consumer expectations, environmental consciousness, and exogenous shocks such as the COVID-19 pandemic. This research investigates the evolution of global tourism trends and evaluates their systemic links to regional tourism development, with a specific empirical focus on Uzbekistan. Employing a qualitative document-analytical design, this study synthesises secondary data from international tourism bodies (UN Tourism, WTTC), national statistical databases, policy frameworks, and academic literature. A PEST analytical framework is applied to examine macro-environmental factors influencing regional competitiveness. Special emphasis is placed on leveraging Uzbekistan's Silk Road heritage—encompassing architectural landmarks, traditional crafts, and gastronomy—to diversify the national tourism product. The findings demonstrate that strategic diversification beyond traditional hubs into niche sectors (eco, adventure, and community-based tourism) generates significant economic benefits via the multiplier effect, enhances destination resilience, and drives digital transformation. Policy recommendations highlight the necessity of infrastructure upgrades, capacity building, institutional synergy, and regional marketing.