The article provides a scientific analysis of the formation of the “smart tourism” and digital tourism ecosystem in Uzbekistan, their evolutionary interconnection, and the prospects of integrating them with modern PR technologies. Smart tourism is described as a unified intelligent system aimed at personalizing tourist experiences through digital infrastructure, data ecosystems, sensor technologies, artificial intelligence, AR/VR, and IoT solutions. Digital tourism is characterized as an extensive service chain based on online platforms, OTA systems, mobile applications, and digital marketing tools. The role of PR technologies is examined through the PESO model, data-driven communication, FAM trips, influencer marketing, and SERM practices, highlighting their importance in strengthening destination branding. The article also presents legal and regulatory proposals focused on e-commerce development, personal data protection, and reducing information asymmetry, contributing to the alignment of Uzbekistan’s tourism sector with international standards.                                                                                                                                                                            

smart tourism, digital tourism, PR technologies, artificial intelligence and IoT, PESO model, legal and regulatory framework.

Buhalis D., Amaranggana A. Smart Tourism Destinations: Enhancing Tourism Experience Through Personalisation of Services. – Information and Communication Technologies in Tourism. – Springer, 2015. – P. 377–389.

Xiang Z., Tussyadiah I. Information and Communication Technologies in Tourism 2014. – Springer, 2014. – 22 p.

Gretzel U., Werthner H., Koo C., Lamsfus C. Conceptual foundations for understanding smart tourism ecosystems. – Computers in Human Behavior, 2015. – Vol. 50. – P. 558–563.

Guttentag D.A. Virtual reality: Applications and implications for tourism. – Tourism Management, 2010. – Vol. 31(5). – P. 637–651.

“TrueVirtualTours” platformasida Islom sivilizatsiya markaziga virtual tur. https://truevirtualtours.com/ru/tour/18043/show

“Grand Swiss 2025” musobaqasi boshlandi. https://uza.uz/oz/posts/grand-swiss-2025-musobaqasi-boshlandi_756724

Triatlon boʻyicha harbiylar oʻrtasidagi 25-jahon chempionati gʻoliblari aniqlandi. https://yuz.uz/news/triatlon-boyicha-harbiylar-ortasidagi-25-jahon-chempionati-goliblari-aniqlandi

Toshkentda 2-may kuni uchinchi Inklyuziv biznes-forum boʻlib oʻtadi. https://www.gazeta.uz/oz/2025/04/18/inclusive-business-forum/

Oʻzbekiston va Qozogʻiston Prezidentlari Xivada uchrashuv oʻtkazadi. https://president.uz/uz/lists/view/7136

Gössling S., Scott D., Hall C.M. Tourism and Carbon Emissions: Mitigation and Reduction Strategies. – Routledge, 2018. – 201 p.

Uzbekistan Tourism Industry Statistics. https://tourcentralasia.com/uzbekistan/uzbekistan-tourism-industry-statistic

"Silk Road Samarkand" summarizes a successful 2024 and outlines Ambitious plans for 2025. https://www.uzdaily.uz/en/silk-road-samarkand-summarizes-a-successful-2024-and-outlines-ambitious-plans-for-2025

“Elektron tijorat toʻgʻrisida”gi qonun. https://lex.uz/docs/6213382

“Shaxsga doir maʼlumotlar toʻgʻrisida”gi Qonun. https://lex.uz/docs/4396419