This article below explores the significant role of tour guides as one of the key stakeholders in shaping the destination branding of heritage objects. The discourse is applied for the case of Samarkand, a city renowned for its rich history and cultural significance in Central Asia. Through a review of literature and use of research methods the study highlights how tour guides act as cultural interpreters and storytellers, influencing tourists' perceptions and experiences of heritage sites in Samarkand. The importance of narratives conveyed by tour guides is emphasized. By providing insights into the role of tour guides in destination branding, this article contributes to the understanding of how key stakeholders such as tour guides impact the given parameter.