THE ROLE OF KHOJA AHMED YASAWI’S LEGACY IN THE DEVELOPMENT OF SPIRITUAL TOURISM IN TURKISTAN: IN THE CONTEXT OF SACRED GEOGRAPHY AND INTERNATIONAL EXPERIENCE

Abstract

his article scientifically analyses the sacral role of the city of Turkestan in the space of religious tourism and the potential of its transformation into a cultural and spiritual brand. The research is aimed at rethinking the phenomenon of Turkestan in the modern scientific discourse on the basis of the theories of sacred geography, spiritual practice, localisation and brand diplomacy.brand diplomacy. The legacy of Khoja Ahmed Yasawi is offered not only to only as as a historical and religious object, but also as a pillar living experience of national spirituality and cultural identity. The article presents concrete steps to turn Turkestan into an International Centre of religious tourism in comparison with the experience of Mashhad (Iran) and Konya (Turkey).
The empirical section analyses pilgrim flows, tourism infrastructure development, ecotourism and government support measures from 2010 to 2024 and provides concrete evidence through graphs and charts. In addition, the results of a survey concerning pilgrims' motivation are analysed. As a result of the study, it was proved that the symbolism of Turkestan's ‘Little Mecca’ is not only considered as an internal spiritual space, but also as a transnational sacred hub that strengthens Turkish integration, cultural diplomacy and national brand. Finally, itineraries such as Sufi music festivals, the Yasawi Road, digital pilgrimage platforms and academic tourism were presented to bring Turkestan to an international level.