MODERN TRENDS AND PROSPECTS FOR THE DEVELOPMENT OF SPORTS TOURISM

Abstract

The article examines current trends in the development of sports tourism and identifies promising directions for its further transformation, taking into account changes in tourist demand, digitalization, the growing emphasis on environmental sustainability, and the increasing role of sports events in destination development. The relevance of the study is determined by tourists’ growing interest in active forms of travel and the need to develop competitive tourism products that combine sporting activities, tourist experiences, and the natural and recreational potential of destinations. The aim of the study is to identify the key trends in contemporary sports tourism and determine the prospects for its development in Kazakhstan. The methodological framework of the study comprises systemic and comparative approaches, content analysis of scientific publications, analysis of official statistical data, and SWOT analysis. The results demonstrate that the contemporary model of sports tourism extends beyond traditional participation in sporting events and encompasses active, adventure, event, mountain, cycling, running, and other forms of tourism. The key trends identified include the personalization of tourist demand, the development of small- and medium-scale sporting events, the digitalization of the tourist experience, the integration of sports and ecotourism, increasing requirements for safety and sustainability, and the use of sporting events in destination branding. The analysis of Kazakhstan reveals significant potential for the development of sports tourism due to the diversity of natural landscapes and the growth of domestic tourism and investment activity. At the same time, infrastructural, organizational, marketing, and environmental constraints were identified. Priority directions for the development of sports tourism are proposed, including the creation of specialized tourism products, the development of regional clusters, an event calendar, digital infrastructure, and a system of safety standards.