Abstract
The article considers current issues of agritourism as one of the key areas of sustainable development of rural areas of the Republic of Kazakhstan. The main attention is paid to the potential of tourism industry in the East Kazakhstan region, its impact on socio-economic situation of rural regions, preservation of natural and cultural heritage, as well as creation of new jobs. Objective – to study the advantages and opportunities of rural tourism in the region, determine its prospects and mechanisms of integration into the country's economy. Methods – economic and comparative analysis of statistical sources. When conducting a survey of local entrepreneurs and monitoring the state of tourism infrastructure, the field research method was used. As an example, results of successful implementation of agritourism projects in the Katon-Karagay and Markakol districts are presented. Originality – the work reflects the importance of tourism agribusiness as a driver for revitalizing the rural economy of the republic. The use of international experience allows to identify innovative areas for the formation of competitive tourism product. Results - it has been determined that the expansion of agro-tourism sphere contributes to improving the living standard of rural population, reducing migration, popularizing national traditions and strengthening tourism brand of Kazakhstan. The main barriers are lack of developed infrastructure complex, effective regulatory framework, low level of marketing and insufficient support for farms. Based on the study, recommendations have been developed, including justification for the need to improve legislative framework, attract investment in service services, conduct marketing activities and involve local communities in distribution of agro-tourism services. Conclusions - the authors focus on feasibility of assessing economic efficiency of the tourism market, strengthening the role of state regulation of ecotourism, including on the basis of existing economic entities.