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USING ARTIFICIAL INTELLIGENCE TO DEVELOP TOURISM POTENTIAL IN
THE MOUNTAINOUS REGIONS OF QASHQADARYA
Qilichov Javoxir Ma’ruf o’g’li
University of Information Technologies and Management
Faculty of Digital Technologies, Finance and Financial Technologies
1st Year Student
Annotation
:Mountainous areas of Qashqadarya region (especially Shahrisabz, Kitob,
Dehqonobod, Qamashi, Yakkabog) possess rich cultural and natural tourism resources but have
seen limited development. This study analyzes the tourism potential and five-year trends in
these districts, reviews recent government decisions and programs to promote mountain tourism
(e.g. 2019–2025 national tourism strategy, 2023 decrees), and examines current applications of
artificial intelligence (AI) and data analytics in tourism (globally and in Uzbekistan). Notable
examples (e.g. AI-driven marketing, chatbots, personalization) demonstrate how AI can
improve operational efficiency, targeted promotion, and visitor experience. We discuss how
such technologies could enhance Qashqadarya’s mountain tourism (e.g. through personalized
services, data-driven planning, digital guides), and present strategic recommendations
(including infrastructure development, AI-based marketing platforms, and sustainable
management) to leverage these opportunities.
Keywords:
Tourism development; mountain regions; Qashqadarya; Uzbekistan; Artificial
Intelligence; tourism policy.
Аннотация : Горные районы Кашкадарьинской области (в особенности Шахрисабз,
Китаб, Дехканабад, Камаши, Яккабаг) обладают богатым культурным и природным
туристическим потенциалом, однако развитие туризма здесь остаётся ограниченным. В
данном исследовании анализируются туристические возможности и тенденции за
последние пять лет в этих районах, рассматриваются недавние решения и программы
правительства, направленные на развитие горного туризма (например, Национальная
стратегия по туризму на 2019–2025 годы, указы 2023 года), а также изучаются
современные применения искусственного интеллекта (ИИ) и аналитики данных в сфере
туризма (в Узбекистане и за рубежом). Значимые примеры (такие как ИИ-маркетинг, чат-
боты, персонализация) демонстрируют, как ИИ может повысить операционную
эффективность, точечное продвижение и улучшить впечатления туристов. Обсуждается,
как такие технологии могут усилить развитие горного туризма Кашкадарьи (например, за
счёт персонализированных сервисов, планирования на основе данных, цифровых гидов),
и представлены стратегические рекомендации (включая развитие инфраструктуры, ИИ-
платформы для маркетинга и устойчивое управление), направленные на эффективное
использование этих возможностей.
Ключевые слова : Развитие туризма; Горные регионы; Кашкадарья; Узбекистан;
Искусственный интеллект; Туристическая политика.
The tourism sector is one of the fastest-growing industries globally, significantly contributing to
national economies [1]. Uzbekistan has high tourism potential, with historical monuments and
rich cultural heritage playing a key role. Qashqadarya region is also considered a region with
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abundant tourism resources: its mountainous and foothill zones are particularly noteworthy. The
city of Shahrisabz, the birthplace of Amir Temur, is a center of historical monuments and is
included in UNESCO’s World Cultural Heritage List. Additionally, districts such as Yakkabogʻ,
Qamashi, and Kitob stand out for their unique natural landscapes and historical sites. However,
compared to the country’s leading tourist regions like Samarkand and Bukhara, Qashqadarya’s
tourism revenue and infrastructure remain at a lower level [2][3]. In particular, the Maydanak
high-altitude astronomical complex located in Qamashi district is one of the world’s unique
sites, serving to increase the flow of tourists on a large scale [4].
In recent years, the local government has been developing specific measures to promote tourism
in mountainous areas. Discussions in 2024–2025 meetings also addressed issues such as
improving transport and infrastructure and increasing the flow of domestic and foreign tourists.
In this regard, this article analyzes the existing tourism resources in Qashqadarya’s
mountainous regions and statistical trends over the past five years. Government decisions and
programs related to tourism (e.g., the 2019–2025 tourism strategy, presidential decrees, and
resolutions) are studied, and directions specific to mountainous regions are identified.
Additionally, global and local examples of the application of artificial intelligence (AI) and big
data analytics in tourism are reviewed, and the advantages and solutions resulting from their use
in Qashqadarya’s mountains are analyzed. Based on the research findings, clear
recommendations and strategic proposals for tourism development in the region are provided.
Methodology .
This study is primarily based on the analysis of existing data. Official
information from the Qashqadarya Region Statistics Department (e.g., tourism-related reports,
statistical bulletins) was used. Specific statistical indicators include data on the number of
tourists, the volume of tourism services, and the number of accommodation facilities from 2017
to 2023 [4]. Information on government decrees and resolutions was collected from the
Republic of Uzbekistan’s legislative information portal (lex.uz) and official news agencies (e.g.,
UzA). The 2019–2025 tourism development strategy (PF-5611, 2019) and 2023 decrees (PQ-
135, PQ-238, PQ-376) [2][5][6] were analyzed. International scientific articles and practical
examples related to artificial intelligence and tourism were also reviewed. Specifically, the
Samarkand case study published in the Academic Journal of Digital Economics and Stability
(2024), research by Destinations International (2025), and a scientific article on India’s
Uttarakhand region were analyzed. Qualitative and quantitative data collected in this manner
were used as a basis to identify the prospects and challenges for tourism development in
Qashqadarya’s mountainous regions.
Tourism Potential and Statistical Analysis
Qashqadarya region’s mountainous areas are rich in historical heritage and natural landscapes.
In particular, Shahrisabz is known for its Timurid-era monuments, with the Hazrati Sultan
shrine and the landscapes of G’ilon village being noteworthy. Alongside Samarkand and
Bukhara, it is included in the UNESCO list. Tourist complexes in Yakkabogʻ, such as the
village of Khoja Xiyol where Amir Temur was born, the beautiful mountainous landscapes of
Tatar and Zarmas, and Amir Temur’s cave, as well as the Qadamjo pilgrimage site in Kitob, are
also attractive to tourists. Additionally, these regions offer opportunities for mountain
ecotourism, pilgrimage tourism, and gastronomic directions.
Over the past five years, Qashqadarya’s tourism has seen rapid growth. According to statistics,
the volume of tourism services in the region was only ~2.0 billion UZS in 2017, but by 2023,
this figure reached ~81.2 billion UZS. Similarly, the number of tourists visiting the region was
~1.833 million in 2017 (1.799 million in 2019), dropped sharply to 119,000 in 2020 due to
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COVID-19, and then recovered to 1.442 million (2021), 1.487 million (2022), and ~2.010
million in 2023. This recovery is linked to the expansion of tourism infrastructure, the creation
of new hotels, and the development of road maps. For example, in the last three years, the
number of hotels and tourism facilities in the region increased from 81 to 327, accommodation
capacities reached 5,500, and the number of tour operators grew to 34. As a result, in 2023,
Qashqadarya welcomed 2.109 million domestic and 222,000 foreign tourists, with tourism
service exports reaching ~$45 million USD [4].
However, these figures are below the national average. For instance, in 2023, neighboring
Samarkand and Bukhara regions each attracted ~3.5 million tourists, while Qashqadarya
received only ~2.3 million. From this perspective, it is emphasized that the region has the
potential to develop tourism year-round, but currently, only Shahrisabz and certain
mountainous districts (e.g., Kitob’s Qadamjo, Yakkabogʻ’s mountainous areas) have managed
to attract tourists’ attention. As part of long-term plans, for example, a master plan for three
tourism neighborhoods in Shahrisabz district has been prepared, aiming to attract $450 million
USD in investments and 1 million tourists annually. This is projected to generate an additional
500 billion UZS in revenue and create over 5,000 permanent jobs for the region [3].
Additionally, the importance of opening new directions is emphasized. For instance, scenic
areas around the Hisorak reservoir, ropeway systems, and high-speed boats on the reservoir are
planned to establish a new tourist route capable of accommodating 300–500 tourists daily.
Local authorities are working to package Qashqadarya’s mountainous natural and historical
sites into “tourism villages,” “gastronomic corridors,” and “pilgrimage routes,” while
introducing innovative concepts such as “Barrier-Free Tourism.”
Government Policy and Programs
In Uzbekistan, the 2019–2025 tourism development strategy (Presidential Decree PF-5611) was
adopted, outlining tasks for the rapid development of the country’s tourism potential [2]. In this
strategy, Qashqadarya is mentioned as one of the regions to attract significant investments and
opportunities. Decree PQ-135, signed on April 26, 2023, outlined general measures such as
improving tourism infrastructure, addressing transport-logistics issues, and supporting operators
[5]. The decree emphasized the need to “fully utilize tourism potential, primarily by promptly
resolving transport-logistics and infrastructure issues.”
Programs targeting mountainous regions also exist. For example, the Presidential Resolution
(PQ-238) dated July 27, 2023, outlined measures to accelerate comprehensive reforms in the
tourism sector [6]. It introduced additional incentives for building new hotels and large tourism
centers in mountainous and foothill areas. Specifically, restrictions on the number of floors for
new hotels were lifted for areas included in the UNESCO heritage list and mountainous regions,
encouraging investments in Qashqadarya’s mountainous zones. The resolution also envisioned
establishing services such as restaurants, spas, shopping complexes, and international brand
outlets in tourism centers, with tax or customs benefits provided.
A specific document related to Qashqadarya region—PQ-376 (November 28, 2023)—also
outlines clear measures for mountain tourism. This resolution focuses on improving the
infrastructure of the Maydanak mountain tourism center and Shahrisabz center. For instance, a
dedicated budget fund was allocated for supplying drinking water, sewage, electricity,
communication networks, and road construction to the Maydanak center. A program for
developing new road infrastructure for the Shahrisabz center was also planned. In Kitob
district’s “Qaynar” neighborhood, a master plan was commissioned to establish a modern hotel
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and service complex. These initiatives are planned to be implemented through local authorities,
ministries, and fund resources.
Additionally, a July 2024 decree outlined general measures, such as organizing gastronomic
and cultural events (e.g., a national festival in Khiva) and modernizing museums using the
Tourism Support Fund and local budgets. This broad set of measures creates opportunities for
diversifying tourism in Qashqadarya as well.
Examples of Artificial Intelligence and Data Analytics
The use of artificial intelligence (AI) and data analytics in the tourism sector is growing rapidly.
Global practices show AI algorithms providing personalized recommendations to tourists,
offering chatbot services, managing dynamic pricing, and conducting in-depth marketing data
analysis. For example, AI assistants on domestic and international travel platforms handle
inquiries, provide intelligent website searches, and recommend tailored destinations based on
tourists’ preferences and habits. AI enables forecasting tourist flows, dynamic pricing based on
demand, and analyzing sentiments from social media [7].
In Uzbekistan, AI technologies in tourism are still underdeveloped, but early studies show
positive results. For instance, a theoretical study on Samarkand highlighted significant
improvements in reservation systems, hotel services, and personalized offers through AI and
big data analytics. These technologies have provided more convenient services, especially for
young and foreign tourists. The study results indicate that AI and big data have the potential to
fundamentally transform tourism operations, with a need for investment in digital infrastructure
emphasized.
Recent international examples provide relevant lessons for Qashqadarya’s mountains. For
example, the Estes Park (Colorado, USA) tourism organization adopted ChatGPT and other
generative AI tools to personalize marketing campaigns. They launched an internal content
creation system called “Happy Places+” and a “Guide Geek” chatbot, offering direct question-
and-answer services to tourists on social media [8]. In this application, generative AI improved
travel recommendations and guides in real time. Similarly, new generative AI technologies
(ChatGPT 4.0, Google Gemini, Meta AI) enhance customer interactions, automate internal
processes, and optimize marketing campaigns based on real-time data.
Additionally, studies on digital innovations in mountainous regions exist. In India’s
Uttarakhand state, AI solutions addressed similar challenges: overcrowding, seasonal
constraints, destination planning, and sustainability. In this region, AI systems optimized
transport and hotel services, improved tourist experiences, and expanded opportunities for
rational resource use. For example, the proposed approach recommended forecasting future
tourist flows, managing accommodation facilities, and monitoring biosphere indicators for
sustainability through AI. In conclusion, AI creates new opportunities for addressing complex
tourism challenges.
These examples can serve as a roadmap for Qashqadarya’s mountainous regions. For instance,
AI chatbots could be introduced to streamline tourist reception processes. Through a website or
Telegram bot, automatic responses to questions about destinations like Kitob, Shahrisabz, and
Dehqonobod could make navigation more convenient for travelers. AI-driven analytics could
target marketing campaigns to specific audiences (e.g., young tourists, foreigners) in Uzbek for
global promotion, raising Qashqadarya’s profile. Creating virtual or augmented reality (VR/AR)
tours of historical sites and unique natural landscapes could expand digital tourism
opportunities. Additionally, AI could analyze groundwater conditions, weather, and flow
patterns to plan natural resource use in advance.
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Based on the presented results and examples, the following points can be discussed for
developing tourism in Qashqadarya’s mountainous regions. First, the region has significant
tourism potential, but it is not properly directed. So far, attention has primarily focused on
urban heritage sites and a few popular destinations. However, with technological advancements
and growing government support, it is time to introduce new strategies.
The widespread adoption of AI technologies in tourism could positively impact Qashqadarya’s
mountains in several ways. First, AI-driven advertising would make it easier to promote the
region to a global audience. For example, creating personalized video and text content on
official tourism websites and social media, and distributing tailored offers based on interests,
could overcome geographical barriers and introduce Uzbek mountains to audiences in their
native languages, such as Indian or Chinese tourists.
Second, AI analytics could assist in managing tourist flows. In recent years, interest in rural
tourism and extreme destinations has grown. During this period, AI tools could monitor natural
reserves regularly to optimize carrying capacity and prevent anthropogenic overload. As in the
Uttarakhand example, AI could forecast transport and road conditions, enabling real-time
responses to crisis situations in Qashqadarya. For instance, AI-based analysis could send
travelers pre-trip notifications about travel routes, current weather, and road conditions.
Additionally, for new hotel projects in Kitob district, AI evaluation models could assess
investment returns (revenue potential) in advance to attract investors.
Third, introducing chatbots or voice assistants on platforms could overcome language barriers.
A virtual guide in English, Russian, or Chinese (e.g., based on ChatGPT technology) would
serve as a unified assistant for foreign tourists. This “friendly” interactive system would quickly
provide tourists with information about local services in their language, preventing potential
issues. For example, an AI assistant integrated into a “Qashqadarya Travel” portal could help
tourists book hotels, choose destinations, and provide information about local attractions, hotels,
or road conditions. Such a solution would also enhance marketing by actively addressing tourist
inquiries with tailored recommendations.
Fourth, measures are needed to improve staff qualifications and introduce innovations. For
instance, presidential decrees have outlined directing 2,000 students to universities and 1,000 to
colleges and technical schools for dual education in tourism. In Qashqadarya, local staff should
receive professional training in English and IT to prepare them for modern service delivery.
Opening grant and state programs to train tourism managers using AI and study international
experiences would be beneficial.
Fifth, adherence to sustainable tourism principles is essential. AI and data analytics could
enable rational resource use, waste reduction, and environmental monitoring. In mountainous
areas, pre-designating “corridors” and travel routes, and using AI-modeled intervals to regulate
tourist numbers, could protect against uneven impacts. Otherwise, uncontrolled tourist flows
could harm nature, necessitating careful management.
This article analyzed the tourism potential and development stages in Qashqadarya’s
mountainous regions. Between 2017 and 2023, the region saw significant growth in tourist
numbers and tourism revenue. Nevertheless, these areas are not promoted internationally to
match their potential. The 2019–2025 tourism strategy and 2023 decrees emphasized
developing mountain destinations. In particular, presidential resolutions concerning
Qashqadarya (“Maydanak” and “Shahrisabz” tourism centers) include infrastructure projects to
advance the region.
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In recent years, the application of artificial intelligence and data analytics in tourism has gained
momentum. Global examples (Samarkand, Estes Park, Uttarakhand) have shown significant
results in automating tourism operations, offering personalized services, and marketing through
AI [9]. Similar approaches could be applied in Qashqadarya’s mountainous regions. Creating
information centers with AI assistants, directing algorithmic promotions, and planning based on
big data would facilitate attracting tourists. Additionally, modernizing regional infrastructure
(road construction, hotel quality) is necessary, as decrees like PF-102 envision direct
investments from the national budget.
Strategic Recommendations :
- Strengthen digital marketing : Create interactive content (video presentations, virtual tours)
using AI to promote Qashqadarya’s tourism sites globally. Conduct online advertising
campaigns in collaboration with local and international brands.
- AI chatbots and services : Develop AI-based guides/information systems in English, Russian,
and Chinese for tourism portals and mobile apps. Use chatbots to answer tourist questions,
assist with bookings, and provide real-time updates.
- Data analytics : Introduce information systems to monitor tourist flows in real time. Use data
collection to optimize seasonal services (hotels, transport) and sustainably manage destinations
and routes. Plan infrastructure tailored to tourist numbers by involving Qarshi (main) and local
authorities and transport departments.
- Professional development : Direct tourism specialists and guides in the region to training
courses in modern technologies and foreign languages. Conduct marketing and “guest
interaction” training for family and small hotel owners.
- Sustainable development principles : Establish ecotourism routes, limit tourist numbers, and
implement environmental protection policies. Create “ecotourism reserves” in collaboration
with local communities.
Overall, innovations and artificial intelligence technologies can play a significant role in rapidly
developing tourism in Qashqadarya’s mountainous regions. Their introduction would support
economic growth while promoting local industry and culture.
References:
1. State Agency for Statistics under the President of the Republic of Uzbekistan, “2019–2025
Uzbekistan Tourism Development Strategy” (PF-5611, 05.01.2019).
2. Presidential Decree of the Republic of Uzbekistan “On Additional Measures to Rapidly
Develop the Republic’s Tourism Potential and Increase Tourist Numbers” (PQ-135,
26.04.2023).
3. Presidential Decree of the Republic of Uzbekistan “On Measures to Accelerate Reforms in
the Tourism Sector” (PQ-238, 27.07.2023).
4. Presidential Decree of the Republic of Uzbekistan “On Measures to Establish Tourism
Facilities in the Mountain-Recreational Areas of Qashqadarya Region” (PQ-376, 28.11.2023).
5. Ibrokhimov N., Ibragimov S.Kh., “AI and Big Data Analytics in Uzbekistan’s Tourism:
Enhancing Operational Efficiency and Visitor Satisfaction – A Case Study of Samarkand,”
Academic Journal of Digital Economics and Stability, 37(4), 2024, 58–66.
6. Auslander S., “Breaking Barriers: How ChatGPT 4.0 and Estes Park’s AI Revolution Are
Shaping the Future of Industry,” Destinations International, 25 Feb 2025.
7. Abduvaliev A.A. et al., “Building the right conditions and skills for artificial intelligence:
Uzbekistan case study,” International Science Council, 2025.
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8. Sharma P., Bisht R., Negi D.S., “AI Supported Tourism Development Framework for
Uttarakhand’s Hilly Regions,” International Educational Journal of Science & Engineering,
8(1), 2025, 61–69.
9. According to the Uzbekistan National News Agency (UZA), Qashqadarya region’s tourism
potential has risen, with 180,000 foreign and 2.109 million domestic tourists received in 2023.
