Medical Tourism in The Bukhara Region: A Porter’s Diamond Analysis of Potential and Challenges
Abstract
Medical tourism has emerged as one of the fastest-growing sectors in both developed and developing economies. Its expansion is driven by increasing demand for affordable and high-quality healthcare services across borders. Uzbekistan is gradually positioning itself within this global trend, while regions such as Bukhara demonstrate considerable potential for further development. This study explores the development of medical tourism in the Bukhara region through the application of Porter’s Diamond Model. It evaluates key determinants influencing competitiveness and identifies existing barriers that limit the region’s ability to attract international patients. The findings of the study provide practical recommendations aimed at improving marketing strategies, strengthening inter-sectoral cooperation, and enhancing the adoption of international standards.