Determination of assets of the tourist destination of Almaty region

Abstract

The article notes that due to the fact that many states resort to the methods of national branding and branding, it is considered as one of the most important phenomena and acquires scientific, state, especially practical popularity. The need to create a destination brand, known on the world tourist arena as a symbol of competitiveness, has arisen. Unique, historical, cultural, archeological and natural resources of Central Asian states, including Kazakhstan, allow becoming an attractive tourist destination. Research showed that Kazakhstan has more than 100 potential “tourist magnets” and “tourist growth points.” Nevertheless, Kazakhstan’s tourism with large reserves of natural resources has not fully formed the tourist image of the country. In this regard, the formation of a positive tourist image is one of the main tasks set by Almaty region in the field of tourism as a developing tourist destination. Accordingly, the research of the article is aimed at identifying the tourism assets of Almaty region, which are the object of research as a developing tourist destination. In order to achieve the goal of the study, an empirical study of tourism of Almaty region as a tourist destination was conducted. An in-depth interview with people who have information about tourism in Almaty region, processing of the interview data with the definition of key words and discussion of the research results were organized.