Educational tourism in Uzbekistan is emerging as a significant niche within the broader tourism industry, blending academic learning with cultural exploration. Marketing strategies play a central role in promoting Uzbekistan’s educational potential to international students and learners, especially through digital technologies, branding, and institutional cooperation. This paper examines how targeted marketing approaches — including digital campaigns, social media engagement, and strategic partnerships — can enhance Uzbekistan’s position as a desirable destination for educational tourists. Through examples and analysis, it highlights the strengths and challenges of current practices and offers recommendations for effective marketing strategies that leverage the nation’s cultural, historical, and academic assets.

Educational tourism, marketing strategies, digital marketing, branding, international students, Uzbekistan.

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