Abstract
Ecotourism is the main product of the tourism industry in Kazakhstan, but its competitiveness in the global market is still low. However, it occupies an important place in the country's tourism sector and represents a key element for its development. This article highlights the topic of eco-tourism in Kazakhstan and the challenges it faces in the global market. Special attention is paid to the use of digital technologies and social networks in the field of ecotourism promotion. The paper analyzes the impact of the Internet and social media on the growth of ecotourism. In addition, the results of research containing information useful for potential tourists are presented, as well as promising directions for the development of ecotourism in Kazakhstan and methods of informing potential visitors about available opportunities are considered. The article also analyzes current trends and opportunities in the field of ecotourism marketing. Examples of tourism campaigns, nature parks, and nature reserves that use social networks and new IT technologies to attract the attention of ecotourists are given.