From Heritage to Hashtags: Enhancing the Visibility of Khorezm’s Tourism through Digital Technologies

Abstract

This article explores the current state and future potential of promoting tourism destinations in the Khorezm region of Uzbekistan through information and communication technologies (ICTs). Using a combination of field observations, surveys, and stakeholder interviews, the research focuses on three key areas: the historic Ichan-Qal’a complex, the modern Khiva Arda City complex, and lesser-known rural tourism sites outside Khiva. The findings reveal that despite Khorezm’s rich cultural and historical assets, the region suffers from weak digital visibility and fragmented online promotion strategies. The study highlights the lack of multilingual content, interactive tools, and social media engagement across key tourism platforms. It further identifies gaps in digital literacy, infrastructure, and collaboration among regional stakeholders. Drawing from international best practices in smart tourism and digital marketing, the article proposes a set of strategic recommendations to enhance Khorezm’s digital tourism ecosystem. These include unified digital branding, content creation support for rural entrepreneurs, and the development of ICT-based tourism education. The research contributes to the broader discourse on sustainable regional tourism by emphasizing the role of ICTs in increasing accessibility, inclusivity, and competitiveness in culturally rich but digitally underserved destinations.