Abstract
This article examines the opportunities for ethnocultural tourism in Almaty. Almaty is the largest metropolis in Kazakhstan. The city has a rich cultural heritage. It is home to a diverse population of people from different nationalities, with high ethnic and cultural diversity. The purpose of this study is to assess the ethnocultural tourism potential of Almaty by identifying its key strengths, challenges, and development opportunities. Methodology. The study used a mixed method. The researchers interviewed tourism industry professionals. Field observations were conducted. A list of the main ethnocultural sites in the city was compiled, and Google Reviews data on ethnocultural sites, along with a statistical analysis of the number of tourists visiting Almaty over the past five years, was processed using a qualitative analysis method and used to assess the visitor experience. Originality / value of the research . The potential of ethno-cultural tourism of Almaty is determined by a comprehensive qualitative assessment. Research problems. In the course of the study, a number of factors limiting the development of ethnocultural tourism in Almaty were identified. These include insufficient tourist infrastructure, a weak promotion of the city in the international tourism market, and the threat of excessive commercialization of cultural values. Findings. The results show that in order to develop ethno-cultural tourism, it is necessary to improve the infrastructure, widely use digital and international marketing tools, develop cultural and cognitive interactive practices for tourists, strengthen the participation of local communities and organize large-scale ethno-cultural festi-waldes.