The authors develop proposals and recommendations to improve the use of marketing tools in increasing the attractiveness of urban passenger transportation. The authors observe that the growth rate of Tashkent’s population has increased by an average of 2% per year between 2011 and 2022. To use marketing tools in public transport, it is considered appropriate to determine the target audience and introduce marketing tools based on the potential of the representatives of this audience. The specifics of public transport determine the principles of safety, timely (based on the established schedule) and speedy transportation, and harmony. The authors consider only passenger transport service; specifically, gross product indicators are measured by the volume of passenger transportation and passenger turnover. In developed countries, the organization of public transport services is carried out by local authorities. The analysis and results of factors that enhance the attractiveness of public transport in developing the marketing potential of the joint-stock company are emphasized. The authors offered indicators to evaluate the city’s public transport development strategy, including population, family size, income, expenses, wages, sales volume, number of cars per person, and subsidies. Based on the indicators offered, the authors developed a forecast to improve public transport services in Tashkent by 2030.