Issues of Transforming the Creative Heritage of Nizami and Navoi into an International Literary Tourism Brand

This article examines, from both theoretical and practical perspectives, the issues involved in transforming the creative heritage of the great representatives of Eastern classical literature—Nizami Ganjavi and Alisher Navoi—into an international literary tourism brand. The study elaborates on the concept of literary tourism and highlights its cultural and economic significance, conducting a comparative analysis with Western experiences, particularly those associated with Shakespeare, Dante, and Goethe. In addition, the tourism potential of historical and cultural sites connected with the lives and works of Nizami and Navoi is assessed. The article substantiates the role of infrastructure development, marketing strategies, cultural diplomacy, and regional cooperation in the formation of a literary tourism brand. The research findings contribute to the development of practical recommendations aimed at promoting Eastern literary heritage at the global level and fostering sustainable tourism development.