INTEGRATING GLOBAL TOURISM TRENDS INTO THE SUSTAINABLE DEVELOPMENT STRATEGY OF THE ALAKOL REGION

Abstract

This article examines how post-pandemic global tourism trends such as digital transformation, wellness tourism, and ecotourism can be integrated into a sustainable development strategy for Kazakhstan’s Alakol region. The study employs content analysis and comparative analysis, drawing on secondary data from official statistics, regional administrations, national tourism institutes, international organization reports. The analysis confirms rapid tourism growth. Approximately 1,5 million tourists visited Lake Alakol in 2023, increasing economic benefits but also increasing recreational pressure and environmental risks. Alakol’s advantages include its mineralized water, therapeutic mud, and the nearby Barlyk-Arasan hot springs, which facilitate the expansion of wellness services beyond the peak summer season. However, the region faces limitations in infrastructure quality, destination management, and digital readiness. Key gaps include poor online visibility, limited integration with international booking platforms, and patchy 4G coverage. This article examines national digital tools such as the eQonaq tourist registration system and the Kazakhstan.travel portal, arguing that Alakol requires digital services at the destination level. This includes reliable visitor information, interactive maps, cashless payments, and coordinated promotion, including offerings for remote workers and the “working holiday” segment. For ecotourism, Alakol’s biodiversity and protected area status allow for birdwatching and environmental education, particularly for rare species. However, uncontrolled visits to protected islands and littering require clearer regulations, patrols, and ranger-led alternatives. Overall, this article proposes a practical package of measures linking digitalization, healthcare infrastructure, and regulated nature-based tourism to reduce seasonality, improve service quality, and mitigate environmental pressures, with lessons learned applicable to other resort regions in Kazakhstan.

Funding. This article was prepared with the financial support of the Science Committee of the Ministry of Science and Higher Education of the Republic of Kazakhstan under the program BR24992981 “Comprehensive analysis of natural, historical, and cultural landscape potential of Alakol and development of effective mechanisms for recreational tourism.”