Despite Kazakhstan’s unique natural and climatic features, rich recreational potential, and developed sanatorium infrastructure, the country has not yet become a competitive international tourist destination. In particular, the Akmola region, which has notable natural assets, remains underdeveloped in terms of tourism, and its potential is not effectively utilized to attract foreign tourists. This study aims to analyze the current state of tourism in the Akmola region, identify key problems, and propose possible solutions to enhance its development. To assess public perception, a 14-item questionnaire was created based on relevant literature and distributed via social networks. Survey questions were offered in the form of docs.google.com to facilitate distribution. A total of 503 respondents participated in the survey. Results show that Burabai National Park was recognized by 43.1% of respondents as having high tourism potential, followed by Kokshetau National Park (28.2%) and Buiratau (16.5%). At the same time, as for the attractiveness of tourist and recreational facilities in Akmola region, 57.1% of respondents answered that they are unique in nature, and 26.2% believe that ecotourism has great opportunities. Because the unique nature of Akmola region is a diverse landscape that includes: mountains, lakes, rivers, forests and steppes. However, 71% of respondents expressed dissatisfaction with the level of hotel development in the region, and over 50% emphasized the need to improve tourism infrastructure. The findings highlight the necessity of integrated development of the region’s tourist and recreational resources. In particular, it is necessary to repair the main roads, ensure the renewal of public transport and tourist routes. This allows us to provide accommodation in accordance with international standards, provide quality services at an affordable price and attract significant investment. Strengthening these aspects will not only improve the attractiveness of the region to global tourists but also contribute to the socio-economic well-being of the local population and foster the sustainable development of the Akmola region. Ultimately, the proposed strategies for the development of the tourism industry in Akmola region should be aimed at the effective use of local resources and increasing the competitiveness of the region, improving the socio-cultural level of the region by increasing the flow of tourists.

This study examines the level of implementation of artificial intelligence (AI) in the personalization of hotel services and its impact on guest satisfaction through an analysis of tourists’ attitudes and behaviors The focus of the research is on how personalized recommendations for food and beverages, activities, and room services, delivered by trustworthy AI systems, digital experience, and the perception of privacy and data security, influence overall guest satisfaction. The research was conducted in Serbia and Hungary, using structural models to assess and analyze direct and indirect effects. The results show that AI personalization significantly contributes to guest satisfaction, with mediating variables such as trust in AI systems and technological experience playing a key role. A comparative analysis highlights differences between Hungary, a member of the European Union, and Serbia, a country in transition, shedding light on specific regulatory frameworks and cultural preferences in these countries.