This thesis examines the current state of digital marketing in the tourism market of Uzbekistan, its main directions, and development opportunities. The study highlights the role of social media, online advertising, content marketing, and digital platforms in promoting tourism services. In addition, based on a Google Forms survey, consumers’ attitudes toward digital channels were analyzed, and the existing problems and future opportunities in the sector were identified. The research concludes with practical recommendations aimed at improving the effectiveness of digital marketing in Uzbekistan’s tourism market.