Evaluating Uzbekistan's Tourism Competitiveness: A Quantitative Assessment of Key Destinations through TALC and Performance Indicators

Uzbekistan’s tourism sector, enriched by historical cities like Samarkand, Bukhara, Khiva, and Tashkent, holds significant potential for economic growth. However, there is a gap in empirical research assessing the competitiveness of these destinations using established frameworks. This study addresses this gap by applying the Tourism Area Life Cycle (TALC) model and Tourism Competitiveness Indicators such as tourist arrivals, Average Length of Stay (ALOS), Average Daily Rate (ADR), and Revenue per Available Room (RevPAR) to evaluate key tourism destinations. The findings reveal that Tashkent and Samarkand are in the consolidation phase, demonstrating strong competitiveness, while Bukhara and Khiva face challenges and are in the maturity stage. Samarkand and Tashkent lead in tourist numbers and revenue indicators, while Bukhara and Khiva exhibit lower performance, requiring infrastructure improvements and targeted marketing to attract high-end tourists. The study implies that for continued growth, Uzbekistan must focus on sustainable tourism, luxury market offerings, and digital marketing. The findings underscore the need for rejuvenation strategies in Bukhara and Khiva to diversify tourism products and improve global visibility.