The article is devoted to the development of innovative technologies in Kazakhstan. Recently, the world has been flooded with new ideas, gadgets, applications, a staggering number of innovative technologies are being developed that are capable of fundamentally transforming goods and production processes: nanotechnology, 3D printers, robotics, industrial Internet, additive, disruptive, subtractive technologies. Artificial intelligence, voice control and virtual reality are the times when science fiction is slowly becoming a reality. Among other innovative technologies is a face recognition system developed by Kazakhstani specialists. In Kazakhstan, Tech Garden and Astana Hub projects help innovators develop innovative ideas by providing them with infrastructure, financial support, mentoring, access to investors and opportunities to exchange experiences with foreign innovators. The development of innovations directly depends on the support from the state and business of scientific research work. In order for Kazakhstani specialists not only to introduce innovative technologies into the practice of their company, but also to develop and offer new ideas, products, projects and gadgets themselves, it is necessary to create favorable conditions and encourage them accordingly, for example, the creation of special workspaces for young professionals (technology hubs, business incubators, innovation centers).

The competitiveness of OHPE is one of the most important issues. The article aimed to determine whether it is possible to assess the competitiveness of the OHPE based on digital marketing tools. The results and tools presented in the study can serve as a basis for evaluating other types of organizations providing services in the Kazakhstan market. The authors used analysis tools used in digital marketing: Google Trends, Wordstat.yandex, Similarweb, LiveDune and Popsters platforms, as well as analysis of site traffic, page activity and other tools. As a result of the study, it was found that the most popular university in search queries is KazNU. Al-Farabi. A strong relationship has been determined between the number of applicants for grant training in 2022 and the number of search query rankings in Google. As well as a strong relationship between the number of Youtube subscribers and the QS WUP regional ranking indicators. The value of this article is the use of modern tools for analyzing the activity of digital marketing activities and correlation analysis with indicators of competitiveness presented in the rating organizations QS WUP, WEBOMETRICS and IQAA.

The purpose of the research. In this research work, considering the previous research works, it is proposed to identify and group the common problems encountered during the development of ecotourism and future development prospects.Methodology. In the conduct of this literature review, the aim of the research work was determined and its main tasks were formed. Research questions were formed based on the study goals, and papers from Scopus and Science Direct sources were reviewed based on the keywords composing the research questions. Articles from 2017 to 2022 were evaluated for relevance to the study topic using the BULIN OR/AND operators. Furthermore, materials were gathered through publications written by domestic scholars, books, and government websites.Originality / value of the research. In the course of the study, the authors, based on the goals of the state program for the development of tourism in Kazakhstan for 2019-2025, reviewed and analyzed the problems that countries face in the development of ecotourism, and combined the most common problems. At the same time, as a result of the review work, the positive impact of ecotourism on the state and development prospects was determined.Findings. As a result of the research, the lack of support from the government and local administration, the low level of infrastructure, as well as the lack of knowledge of the local population on the implementation of ecotourism services, and the lack of specialists in this field were shown as the main common problems in the development of ecotourism. It was determined that the development of ecotourism has a positive economic, ecological and sociological impact on the local territory and directly contributes to sustainable development. The study's findings will be valuable to future researchers and stakeholders interested in ecotourism development.