Digital technologies as a driver for the development of mice tourism in Uzbekistan

Abstract

This article examines the role of contemporary digital technologies in the MICE tourism industry of Uzbekistan
and their impact on enhancing the cultural attractiveness of events. The study analyzes technologies such as virtual and
augmented reality (VR/AR), artificial intelligence (AI), and online event booking and management platforms. It evaluates
the current level of digital infrastructure in Uzbekistan, identifies existing obstacles, and highlights potential avenues for
the sector’s digital transformation. The analysis indicates that uneven development of digital infrastructure across regions
represents the primary challenge, while VR/AR technologies show the highest potential for creating immersive cultural
programs. The article provides recommendations for stimulating digital transformation in Uzbekistan's MICE tourism,
considering the country's cultural specifics and addressing identified barriers, including targeted financial programs and
educational initiatives.