FORMATION OF INNOVATIVE TOURISM PRODUCTS UNDER THE DIGITAL TRANSFORMATION OF KAZAKHSTAN’S TOURISM INDUSTRY

Abstract

This article analyzes the processes of digital transformation in Kazakhstan’s tourism industry in comparison with international practices. The purpose of the study is to identify the opportunities and limitations of implementing smart technologies in the tourism sector and to align them with the recommendations of international organizations such as UNWTO, OECD, and UNESCO. The research methodology includes a literature review, comparative analysis, content
analysis, surveys, and expert interviews. The findings indicate significant progress in digital infrastructure development, human resource potential, and the implementation of innovative solutions in Kazakhstan. However, constraints remain in the use of VR/AR technologies, the full integration of online platforms, and the development of digital skills. The conclusions presented in the article may serve as a foundation for positioning Kazakhstan as a model hub of digital tourism in Central Asia and bringing it closer to international standards.