This article presents a comparative linguistic analysis of tourism advertising texts in English and Uzbek. It focuses on the structural, lexical, and pragmatic features that characterize these texts within their respective cultural and communicative contexts. The study draws on a corpus of 50 tourism advertisements (25 in each language) and applies discourse analysis methods to identify persuasive strategies, lexical choices, and cultural references. The findings reveal that English texts prioritize emotional appeal, direct imperatives, and global accessibility, while Uzbek texts emphasize cultural pride, hospitality, and traditional values through descriptive and context-rich expressions. The analysis demonstrates how language in tourism discourse not only informs but also persuades and reflects national identity. The results contribute to cross-cultural communication research and offer practical insights for tourism marketers, translators, and discourse analysts.

Tourism discourse, advertising language, comparative analysis

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