TOURISM BRAND OF UZBEKISTAN: THE ROLE OF GUIDES AND THEIR PROFESSIONAL TRAINING IN THE DEVELOPMENT OF INCLUSIVITY

Abstract:

The recent policy of accelerated development of tourism in Uzbekistan, attraction of investments in the industry is aimed at maximum realization of the existing considerable potential and enhancement of the country's tourist image. The new impetus is built, first of all, on the solid foundation created in this area during the years of independence. Indeed, every year the interest in Uzbekistan as a land with an amazing history, bright architecture, unique culture is growing in the tourist world. And this is not accidental. There are over seven thousand monuments of different eras and civilizations on the territory of the republic, most of which are located in the ancient cities of the country, such as Samarkand, Bukhara, Khiva, Tashkent, Shakhrisabz. They are included in the UNESCO World Heritage List. Rich flora and fauna, amazing landscape, contrast of natural zones, diversity of cultural traditions and national cuisine, united in one place, can be found only in a few corners of the planet.