The article deals with the development of digitalization in the field of tourism. The authors note the motives of the tourist market subjects to use digital technologies. It is pointed out that digitalization is a new form of communication between producers and consumers of tourist services, becoming a source of competitive advantages of tourist organizations. Special attention is paid to the importance of developing eco-tourism in the Republic as the most promising segment. The role of marketing for tourism development is highlighted, the characteristics of the marketing complex and its features for tourist activities are given. The most promising directions of digitalization in the field of tourism are considered. The SWOT analysis of Kazakhstan’s tourism business is given. The study developed recommendations for using broad marketing opportunities for tourism development in the Republic of Kazakhstan.

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