THE ROLE OF FESTIVALS IN ATTRACTING TOURISTS TO UZBEKISTAN: THE CASE OF SAMARKAND

Abstract

Cultural festivals play an important role in tourism development by promoting local culture and heritage, attracting visitors, and generating economic benefits for host destinations. Uzbekistan, with its rich and diverse cultural heritage shaped by the historical Silk Road, hosts numerous festivals featuring traditional handicrafts, music, dance, gastronomy, and other forms of cultural expression. This study examines major cultural festivals, including Navruz, the Silk and Spices Festival, and Sharq Taronalari, with particular attention to Samarkand, to assess the role of festivals in attracting tourists to Uzbekistan. The research employs a quantitative survey method complemented by secondary data from official tourism reports to examine key factors such as tourist motivation, visitor experience, satisfaction, and spending patterns. The findings indicate that cultural festivals contribute positively to tourist attraction and enhance visitors’ engagement with Uzbekistan’s cultural heritage. The results also highlight the importance of effective festival management and destination marketing in strengthening the visibility and attractiveness of Uzbekistan, particularly Samarkand, as a cultural tourism destination.