With the development of tourism it has been necessary modernization of ways
on being attended by tourists. Comparatively new method of influencing to a
customer is branding, has been the most significant process in terms of
promotion, which identify features of exact territory in contribution of
competitive activities for being attractive for tourists. The article is
aimed to identify the existing and promising tourist brands of Western
Kazakhstan. Since territorial branding is a key factor in the development of
tourism industry, the authors conducted a survey among respondents from
different regions of Kazakhstan to identify potential tourist brands, main
associations, as well as challenges and opportunities for recreation and
tourism. The research was carried out using the Google Forms platform and
sociological survey. The research results prove that there are unofficial
leading brands in the region, which are likely to become the region?s
official tourist symbols. Besides, both favorable and unfavorable factors
for recreation demonstrate the controversial development of tourism industry
in the research area. Creation, development, and promotion of a tourist
brand plays an important role in the tourism and recreation area. This
contributes to strengthening the tourist destination image in the tourism
market.