Abstract. Tourism associations play a crucial role in the development and promotion of the tourism industry worldwide. This scientific article explores the factors that contribute to the utilization of European tourism associations and examines their experience in the context of Uzbekistan. The study sheds light on the benefits, challenges, and potential opportunities that arise from collaboration between European tourism associations and the tourism sector in Uzbekistan. By analyzing these factors, this article aims to provide valuable insights into enhancing the cooperation between European tourism associations and Uzbekistan's tourism industry for sustainable growth and development.