This study aims to evaluate the competitiveness of the destination by analyzing the sustainability performance of the hotel sector in Uzbekistan using data from the global reservation platform Booking.com. Within the scope of the research, 846 hotel establishments across Uzbekistan were examined, and the findings reveal that only 0.8% (7 hotels) possess sustainability certifications. The fact that all certified establishments belong to an international chain group, Hilton, and that no certified facilities are located in key cultural heritage centers such as Bukhara and Khiva indicates that sustainability has not yet been institutionalized at the local level. These results point to a mismatch between Uzbekistan’s “Tourism Strategy 2030” objectives and its current supply structure, emphasizing the urgency of developing incentive mechanisms for local enterprises and implementing sustainable management models.