Abstract
Despite the significant potential of representative natural, agricultural, cultural and historical resources, Northern Kazakhstan, as well as the whole country, demonstrates the absolute underdevelopment and unpopularity of agritourism and rural tourism. Characterized by highly developed agriculture, the region is at the same time characterized by a monopolized rural labor market, lack of a service sector, low incomes, and progressive depopulation of the population. During the implementation of the research project, desk research methods (content analysis, historical and genetic analysis, statistical and factual data analysis and observation methods) and semi-structured individual interviews were used. According to the study, the key factors determining the paradoxical underdevelopment of rural tourism and agritourism in a key agricultural region include the state policy of supporting agriculture, the conservatism of farmers and the indifference of the rural community, which are influenced by the Soviet past. In addition, the lack of attractiveness of rural tourist and recreational resources in the eyes of travelers plays a significant role. To activate the tangible and intangible assets of rural areas in order to develop the tourism and hospitality industry, both administrative and utilitarian measures are proposed that can diversify the rural economy.