Аңдатпа
The objective – is to demonstrate the significance of digitalization for the development and promotion of agritourism in the Republic of Kazakhstan within the context of globalization. Methods – statistical and factor analysis were employed to assess the impact of digital technologies on the expansion of tourism in rural areas and the promotion of tourism services. Results – the authors state that under current conditions, agritourism has become particularly important for addressing the socio-economic challenges of the country’s rural regions. Its development contributes to reducing rural outmigration, diversifying economic activity, and creating new sources of income for the rural population. The introduction of information and communication technologies and digital mechanisms makes it possible to optimize management processes, expand agritourism services, and improve interaction with consumers. The important role of agro-economic tourism is reflected in its ability to address employment issues, improve infrastructure that supports the sustainable adoption of innovations, and develop digital platform skills among stakeholders. Conclusions – market participants need to adopt the practical use of digital information resources to enhance the attractiveness of tourism products, thereby creating competitive advantages for Kazakhstan in the international tourism sector. The transformation of agrarian tourism is progressing steadily, drawing upon established global traditions and unique national characteristics as a promising direction for rural entrepreneurship. Thus, agritourism represents one of the approaches to revitalizing rural areas from economic, social, and environmental perspectives. Despite the existing potential and the interest shown by tourism companies and local government authorities in its expansion, a systematic approach is required; therefore, a program-based solution that takes regional specificities into account may be the most rational way to address this issue.