Digital technologies and sustainable tourism in Kazakhstan: opportunities and challenges

The tourism industry has undergone a remarkable transformation due to the advent of digital technologies. This has led to a complete revolution in tourism enterprises, products, and experiences, as well as the entire business ecosystem and destinations. Digitalization has also reshaped the conventional roles of both tourism producers and consumers, giving rise to new roles, relationships, business models, and skill sets. The emergence of digital platforms has significantly expanded the array and quantity of tourism offerings, services, and experiences. The on-demand functionality of these platforms has accelerated the pace of economic transactions, market awareness, and feedback mechanisms, further fueling the growth of the tourism sector. Kazakhstan, a vast and diverse nation, is increasingly positioning itself as a sustainable tourism destination. In this article, we delve into the opportunities and challenges presented by the integration of digital technologies in the context of sustainable tourism development in Kazakhstan. Referring to relevant studies and data, we draw attention to the fact that digital tools can increase government revenue, marketing and development methods.