ECONOMIC POTENSIAL OF PILGRIMAGE TOURISM IN THE CONTEXT OF DIGITAL TRANSFORMATION

This article analyzes the importance of digital transformation in the development of pilgrimage tourism in Uzbekistan. Uzbekistan has the opportunity to demonstrate its enormous potential for pilgrimage tourism more widely by using the most modern digital technologies and international experience. By eliminating existing problems in the field, it is planned to provide pilgrims of the 21st century with new, high-quality and diverse services based on modern digital technologies (mobile apps, AI, AR/VR technologies, virtual guides, etc.). Based on the analysis, an action strategy and practical recommendations were given to increase the attractiveness of pilgrimage tourism, increase the flow of pilgrims, and improve the types and quality of services.