PRESENTATION OF THE CULTURAL HERITAGE OF UZBEKISTAN AT INTERNATIONAL EXHIBITIONS: OPPORTUNITIES, INFLUENCE AND CULTURAL DIPLOMACY

Аннотация

This article explores the presentation of Uzbekistan’s cultural heritage at international exhibitions and its role in shaping global perceptions, strengthening national identity, and promoting cultural diplomacy. Uzbekistan, situated on the Great Silk Road, possesses a unique historical and artistic legacy reflected in its architectural monuments, crafts, music, and intangible heritage. Showcasing this cultural wealth at international platforms not only increases global awareness of Uzbekistan but also contributes to tourism development, international cooperation, and the country’s soft power strategy. The study highlights the opportunities created by cultural promotion, its influence on international relations, and the importance of exhibitions as tools of cultural diplomacy in a globalized world