Abstract
The scientific article examines the possibilities and prospects for the development of ethnotourism in the Abai region as an important factor in the sustainable socio-economic development of the region. The historical and cultural heritage of the region and its tourist and recreational potential, contributing to the formation of ethnotouristic trends, are analyzed. Special attention is paid to the traditional culture of the Kazakh people, national customs and traditions, folk crafts, folklore, as well as historical and sacred sites associated with the name of Abai Kunanbayev. The features of ethnotourism are considered, including the acquaintance of tourists with the traditional way of life of the Kazakh people, national cuisine, customs and rituals, folk art and popularization of national values. The influence of the participation of the local community in the organization of ethnotouristic services on the preservation of cultural identity and the development of the region is investigated. The analysis of the insufficient level of infrastructure, service and marketing development has been carried out, and the main problems of the industry have been identified. Based on the conducted research, recommendations for the development of ethnotourism are proposed, aimed at increasing the tourist attractiveness of the region, as well as the development of domestic and inbound tourism.