Abstract
The article discusses the role of eco-branding in the development of sustainable tourism and its impact on regional development. In the course of the study, a comparative analysis of the features of the use of eco-branding was carried out on the example of tourist destinations of the Katon-Karagay National Natural Park and Akmola region. The natural and recreational resources of the regions, the level of tourist infrastructure, marketing promotion tools and branding strategies were studied. As a result, it was found that the systematic use of eco-branding contributes to increasing tourist attractiveness, creating a positive image of the region and ensuring sustainable development. As a result of the study, directions for improving eco-branding in tourist destinations in Kazakhstan were proposed.