Developing Uzbekistan’s National Tourism Brand Through Mice Tourism

The significance of marketing strategy in enhancing the competitiveness of Uzbekistan’s MICE tourism in the international tourism market is highlighted. Within the framework of the strategy, large corporations and international organizations are identified as the primary target audience, emphasizing the need to develop customized service packages tailored to their needs. As promotional tools, it is proposed to use targeted advertising, digital marketing, social media, specialized MICE platforms, and SEO/SEM technologies.