THE ROLE OF NATIONAL TRADITIONS IN ATTRACTING TOURISTS.

Abstract

This article explores the significance of national traditions in developing the tourism sector and attracting foreign visitors to a country. In the current era of globalization, tourism has evolved beyond merely discovering new regions or visiting historical sites; it has become a means to gain a deeper understanding of the cultures, lifestyles, customs, and values ​​of different peoples. In this context, national traditions serve as a key factor in showcasing a country’s unique identity and enhancing its appeal as a tourist destination. The primary objective of this research is to examine the role that national customs, traditional cuisine, public holidays, handicrafts, national music, and the culture of hospitality play in shaping the interests of tourists. Furthermore, the article analyzes the role of national values ​​in expanding tourism potential, using Uzbekistan as a case study. Specifically, it examines the aspects of the Navruz holiday, Uzbek national cuisine, pottery, embroidery, gold embroidery, and other traditional crafts that hold particular appeal for foreign tourists. Furthermore, the study discusses certain challenges encountered in promoting national traditions as tourism products—such as the commercialization of cultural heritage, difficulties in preserving traditions, and the insufficient development of promotional activities. To address these issues, several proposals are put forward, including the organization of national festivals, support for local artisans, the utilization of modern information technology, and the fostering of respect for national values ​​among the younger generation. The research concludes that preserving national traditions and promoting them on an international scale serves to enhance the country’s tourism potential, develop the local economy, and strengthen intercultural ties.