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.

The article examines the components contributing to the tourist appeal of cultural sites in the Republic of Kazakhstan, exploring the intricate relationship between their attractiveness and cultural significance. This is vital for promoting sustainable tourism, fostering cultural exchange, and preserving shared cultural heritage for future generations. Understanding what makes a place attractive to tourists is crucial for destination marketing, sustainable tourism planning, and revenue generation. The study was conducted in the context of the search for ways to popularize cultural heritage in domestic tourism. Fifteen distinct variables were identified to delineate the allure of these sites, encompassing criteria such as historical significance, aesthetic and architectural value, integration of a cultural object with the natural landscape and environment, involvement of the local community in the promotion and preservation of cultural heritage, among others. A comprehensive questionnaire was devised based on these variables, serving as the foundation for a survey where participants rated the significance of each variable on a 5-point scale. The survey garnered responses from 1,728 residents spanning all regions of Kazakhstan. Through correlation analysis, the acquired ratings were scrutinized, unveiling interconnections among variables and elucidating the primary factors shaping the attractiveness of cultural sites, namely safety and security at the site, the historical significance, accessibility for people with special needs, aesthetic and architectural value, as well as the availability of amenities such as restrooms, information centers, and guided tours.