TOURISM INDUSTRY IN KAZAKHSTAN: ECONOMIC PROBLEMS AND DEVELOPMENT RECOMMENDATIONS

Abstract

The article discusses tourism concepts dedicated to developing the tourism industry in Kazakhstan. Since its independence, Kazakhstan has adopted various tourism concepts and national plans but they do not concern or care for the entirety of Kazakhstan’s territory. Despite the country’s prosperity with regards to diversity and opportunity, it is in need of institutional structure and management efficiency to optimally succeed. Kazakhstan’s tourism industry is currently responsible for over five governmental and private organizations but they exude inefficiency. These organizations have overlapping and repeating functions. Most tourism concepts failed to be executed within the established time frames. Some concepts were created by mixing cluster theory with destination management organization methods. Essentially, these prove that Kazakhstan has weak management structure, marketing and branding with an insufficiency primarily caused by a lack of effective and efficient marketing. The country proved itself to struggle to balance multiple things at once. For instance, the 2023 conception required the country to focus on 12 types of tourism simultaneously which concluded in nothing being accomplished.Therefore, the authors suggest targeting only four types of tourism including MICE tourism, cultural heritage tourism, nature-based tourism, and spiritual tourism. Furthermore, eleven strategies are introduced with tactics to develop the country’s tourism industry. As a result, this article suggests some recommendations to solve the problems associated with the development of the tourism industry.