ENHANCING UZBEKISTAN’S SOFT POWER THROUGH ENGLISH-LANGUAGE TOURISM PROMOTION AND INTERNATIONAL COLLABORATION
Keywords:
soft power, tourism, image, English-language services, global engagement, diplomacy, multilingual signageAbstract
In the era of globalization, soft power plays an increasingly critical role in shaping a country's international standing. For Uzbekistan, tourism promotion through English-language communication and strategic international collaboration presents an untapped opportunity to strengthen its soft power. This paper examines how enhancing English-language services in the tourism sector and deepening cooperation with international partners can help Uzbekistan project a favorable national image, foster mutual understanding, and build enduring global ties. Key challenges and practical strategies for optimizing tourism-driven soft power are discussed.
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