The article below lays out the discourse on the topic of destination branding and its importance for heritage tourism in one of the most historical cities in Central Asia, Samarkand. The literature review proposes to employ the scientific approach and framework toward the destination branding of the main heritage objects in Samarkand. This is especially important at the time of rapid growth of tourism sector in Uzbekistan along with popularizing the heritage studies among local population. The expected benefit of result from the employment of the scientific approach is also
discussed.