Abstract
Tourism is an important, highly profitable and dynamically developing branch of the global economy. The effective growth of tourism has a significant impact on important sectors of the economy, including transport and communications, trade, construction, agriculture, and consumer goods production. The article analyzes recent changes in the tourism sector driven by digital technologies. It discusses trends in the use of mobile applications, online booking systems, QR codes, virtual tours, and digital navigation tools. Shifts in consumer behavior and the transition from traditional sales channels to digital platforms are highlighted. Statistical data are provided on tourist accommodation, hotel revenues, and online sales dynamics in Kazakhstan. The study examines the role of online reputation and customer reviews in shaping travel decisions. It also outlines the growing use of personalized and secure services and the effectiveness of digital customer interaction. Attention is given to national digital programs and the development of information platforms supporting tourism digitalization. The article emphasizes the digital environment as a key factor in boosting competitiveness and ensuring sustainable development of tourism services. It concludes that the adoption of innovative technologies is essential for improving service quality and expanding both domestic and inbound tourism.