Abstract
<jats:p>This article analyzes the scientific and methodological foundations of managing ecotourism services in the international tourism market. The study examines the definitional boundaries of the concept of ecotourism, market dynamics, and the negative impacts of the phenomenon known as “green tourism silence.” The article conceptually substantiates three key components of ecotourism: financial integration, cooperation with local communities, and comprehensive environmental education. The role of digital technologies, including IoT, artificial intelligence, blockchain, and virtual reality (VR), in ensuring the sustainability of ecotourism is analyzed on the basis of empirical data. Practical recommendations for introducing a national sustainability certification system in Uzbekistan have also been developed. </jats:p>