INSON KAPITALI VA “YUMSHOQ KUCH” OMILI ORQALI TURISTIK JOZIBADORLIKNI OSHIRISH: QIYOSIY TAHLIL

<jats:p>This article discusses the rapid growth of tourism in Dagestan in recent years, the factors behind it, and the role of Khabib Nurmagomedov and his team in the development of sports, ecological, and pilgrimage tourism in Dagestan through their personal brand. It analyzes the historical and cultural similarities and tourism resources between Uzbekistan and Dagestan, and offers recommendations for applying the experience of Dagestan to Uzbekistan.</jats:p>