Аннотация
The study aims to examine the specifics of the development of digital tourism and excursion attractiveness in the Republic of Kazakhstan. The paper analyzes the main barriers to the digital transformation of tourism, examines political, economic, social, and technological factors, and suggests possible ways to overcome them, taking into account the national characteristics of the industry’s development. The study examines the theoretical aspects of the development of tourism and excursion activities in the context of the active digitalization of the urban environment of large megacities, and assesses the impact of the external environment on the formation of digital tourism infrastructure. Based on PEST analysis, key factors determining the attractiveness of digital infrastructure, the degree of integration of information systems, staffing, and institutional conditions are identified. Particular attention is paid to the problems of data fragmentation, digital inequality, and a shortage of specialists, which limit the implementation of modern digital solutions in the tourism sector. The article substantiates priority areas for increasing the attractiveness of digital tourism and excursion infrastructure related to the formation of a unified digital ecosystem, the development of big data analytics, the improvement of digital business competence, and the stimulation of the introduction of smart technologies in the urban tourism environment. The results obtained can be used in the development of tourism digitalization programs, as well as in the practical activities of management bodies and tourism industry entities in the megacities of Kazakhstan.