Abstract
Prior to the integration of sustainable development principles into the tourism industry of Pavlodar region, it is essential to assess the current situation and the readiness of the sector participants to implement them. This requires exploring international standards of sustainable tourism and adapting them for evaluation by managers, entrepreneurs, local communities and tourists. For this purpose, questionnaires were developed based on the sustainability criteria approved by the Global Sustainable Tourism Council (GSTC), including the assessment of sustainable management, social and environmental sustainability. The questionnaire results informed SWOT analysis that identified lack of awareness and motivation among industry participants to implement sustainable tourism due to additional costs, climate constraints and lack of government support. The environmentalism of the destinations and the government’s investment policy were identified among the strengths.