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Abstract
<jats:p>This article reviews the role and practical effectiveness of innovative marketing technologies in the development of the regional tourism sector of Uzbekistan. In recent years, as global tourism steadily recovers from the pandemic, digital technologies, AR/VR, IoT infrastructures, big data analytics and digital platforms are becoming the main driving forces of tourism services. The existing tourism potential, current problems and weaknesses in marketing are systematically analyzed in the regions of the country, in particular in the Fergana Valley, Samarkand, Bukhara, Khiva, Tashkent city and mountainous regions. The results of the research show that the incomplete use of innovative marketing tools limits the competitiveness of regions in the international market. Also, introduction of AR/VR-based virtual tours, IoT infrastructure, digital branding, mobile applications and content marketing to the regions can increase the flow of tourists, improve service quality and increase investment attractiveness. In the article, proposals for modernization of tourism infrastructure, creation of regional brands, strengthening of digital marketing and expansion of smart services have been developed through the implementation of innovative technologies.</jats:p>