Ecotourism in Tajikistan has high potential due to its unique nature and rich cultural heritage. For its successful development, comprehensive measures are needed, including state support, infrastructure improvement and effective promotion in international markets. The development of a national strategy, tax incentives for investors, modernization of the transport network, construction of eco-lodges and digitalization of tourism services will increase the competitiveness of the industry. The development of a national strategy, tax incentives for investors, modernization of the transport network, construction of eco-lodges and digitalization of tourism services will increase the competitiveness of the industry. Active marketing, participation in international exhibitions and creation of a national ecotourism brand will help attract tourists and investors, promoting economic growth and conservation of natural resources.