Abstract
In the context of the digital transformation of the economy, agritourism in the Republic of Kazakhstan is of particular importance as an effective tool for the sustainable development of rural areas, contributing to increasing the level of employment and income of rural residents, preserving cultural and Natural Heritage, promoting entrepreneurial initiative. The article discusses the main advantages and prospects of digitalization of rural tourism, while paying special attention to the impact of the introduction of digital solutions on increasing the availability of agrotourist facilities, expanding tourist routes, increasing employment, strengthening the regional brand and attracting rural residents to agribusiness. The relevance of the topic is due to the need to strengthen the competitiveness of agroecotourism and integrate modern information and communication technologies into the agricultural sector. The goal is to substantiate the role of digital infrastructure in the distribution of services of the agricultural tourism industry in the country, to identify prospects and limitations of digital innovations, to substantiate ways and directions of state support for the use of digital tools in agrotourist activities. Methods - comparative-analytical approach, analysis of regulatory documents and statistical data, as well as modeling and visualization, which made it possible to show the interaction between the state, business and rural population. The results of the study show that digital platforms contribute to infrastructure modernization, encouraging crossindustry cooperation, improving logistics and booking processes, as well as transparency and coordination of actions. Conclusions - the successful implementation of the digital model requires combining the efforts of government agencies, the IT sector, agricultural entrepreneurship and educational institutions. This creates a solid foundation for dynamically increasing the tourist potential, ensuring the quality of life in the countryside, competitiveness and economic efficiency of enterprises of the tourist complex, and promoting the national tourism product in the international market.