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.

In the current conditions of sustainable development, the main reason for the importance of creating tourism clusters in mountainous areas is determined by competitiveness, the availability of attractive tourist facilities, and the possibility of achieving economic development by increasing the number of tourists. This is due to the fact that recreational resources and landscape features of mountainous areas significantly increase the tourist potential of the territory and contribute to the development of tourism. In connection with this, Almaty agglomeration is one of the most favourable regions for the creation and development of the first mountain tourism cluster in the Republic of Kazakhstan. Therefore, the purpose of this study was to explore the opportunities and prospects of mountain tourism cluster development in Almaty agglomeration. The study began with a literature review of the theoretical and practical foundations of mountain tourism cluster formation. The main problems of the enterprises-participants of the mountain tourism cluster and ways to solve them became known in the course of a specially conducted interview. The interview was based on 4 questions pre-designed for tourism industry entrepreneurs participating in the cluster located in the agglomeration and 63 business managers voluntarily participated. As a result of the research the main problems of enterprises-participants of mountain tourism cluster in Almaty agglomeration are revealed and the structural model of mountain tourism cluster development is developed. The model was aimed at mobilising tourism and recreational facilities and service organisations into a unified environment that would form the basis for the formation and development of a mountain tourism cluster. As a competitive advantage of Almaty agglomeration the presence of unique picturesque wildlife, as well as the occupation of such types of active recreation as sports tourism and extreme tourism is defined. Thus, having studied the development potential of mountain tourism cluster in Almaty agglomeration, natural resources and attractions, as well as the current state of the tourism industry, the need to develop a state strategic plan for the development of tourism cluster in Almaty agglomeration was determined. The said plan should fully incorporate marketing strategies, infrastructure development, socio-economic development, environmental cleanliness and safety, and protection of stakeholder rights. The results of this study will be effective in creating a mountain tourism cluster in the Almaty agglomeration, attracting visitors from around the world and stimulating the local economy.

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.