The main aim of this thesis is to prepare mechanisms of innovative museum services that can be implemented in Bukhara museums based on the positive experience of museums around the world (with special emphasis on European museums), research and analyses of existing literature on the topic. Prepare proposals for the implementation of chosen innovative services in museums of the Bukhara region based on the theoretical knowledge gained and peculiarities of the museum exhibition. Thereby, working out practical suggestions for creation of the tourist brand for the Bukhara region.