Abstract
This study explores strategies to enhance the competitiveness of Uzbekistan’s tourism industry by analysing traveller perceptions through a structured survey. Despite the country’s rich cultural and historical assets, it struggles to position itself competitively in the global tourism market due to infrastructural limitations, inconsistent service quality, and ineffective marketing practices. Addressing the knowledge gap in empirical assessments of domestic tourism perceptions, the study employed a quantitative survey method targeting a diverse demographic of local residents and travelers. The findings revealed that accessibility, affordability, and service professionalism are key determinants of travel decisions, while digital engagement and awareness of sustainability initiatives remain low. Results further indicate that marketing efforts are largely perceived as neutral or ineffective, and infrastructure, particularly transport and signage, requires substantial improvement. The study implies that competitiveness can be strengthened through public-private collaboration, investment in service quality, digital transformation, and more targeted marketing. These insights provide a foundation for policy and industry stakeholders to develop integrated strategies for a more resilient and appealing tourism sector.