Abstract
The article is devoted to the development of comprehensive strategies to increase the competitiveness of tourism in the Aktobe region of Kazakhstan with an emphasis on sustainable development, which is becoming particularly relevant and important for the region. The study focuses on the untapped potential of the Aktobe region in the light of the progressive importance of tourism in the global economy. In this article, the authors discuss the important need to integrate sustainable practices to increase the competitiveness of tourism, taking into account current trends and the needs of tourists. They also provide examples of world experience in sustainable tourism development and their applicability in the Aktobe region. In the study, the authors pay special attention to the involvement of local communities, infrastructure development, the use of innovations, technologies, as well as marketing and educational aspects of tourism development. Based on the results of the study, a SWOT analysis is presented, which reflects the strengths, weaknesses, opportunities and threats to increase the competitiveness of tourism in the region, offering strategic recommendations for its further development.