This article explores the impact of digital technologies on the management models of tourism enterprises in Uzbekistan. The study aims to identify how technological innovations such as online booking platforms, customer relationship management (CRM) systems, and data analytics tools influence managerial efficiency, organizational structure, and customer relations. A mixed-methods approach was applied, combining surveys and semi-structured interviews with managers of tourism enterprises located in Tashkent, Samarkand, and Bukhara. The results reveal that digitalization has significantly improved communication, service quality, and decision-making efficiency, while also transforming traditional hierarchical systems into flexible, data-driven management models. However, the study also highlights key challenges, including limited financial resources, insufficient digital literacy, and cybersecurity concerns. The findings emphasize that digital transformation is a strategic necessity for the competitiveness and sustainability of tourism enterprises. Continuous investment in technology, professional training, and government support are recommended to ensure successful integration of digital solutions into tourism management practices.

Digital transformation; Tourism management; CRM systems; Online booking platforms; Digital technologies; Management efficiency; Uzbekistan tourism industry.

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