Аннотация
The study of the latest global trends in travel and tourism, firstly, provides an opportunity to characterize the consumer profile and identify types of tourists, popular destinations in the world, demand for types of tourism, and trends such as the use of the most popular applications and digital channels by tourists, and in secondly, it has practical significance, since the results can be used by tourism organizations in Kazakhstan to plan and implement efforts to improve their ability to use digital technologies in tourism as the main communication channel. Based on the analysis of secondary information (big data of international online travel agencies), the authors formed portraits and maps of the route of global digital tourists. The presented information will serve as a guide for the Kazakhstani tourism business in the knowledge of global consumers of tourism services and will strengthen inbound tourism. The purpose of the study is to study travel marketing trends in the world, on the basis of which it is possible to make a map of the travel route of a tourist in the process of online purchase of a tourist product. The proposed recommendations will help attract foreign tourists, build customer loyalty, and, ultimately, improve the marketing activities of a travel company, including in a pandemic and quarantine regime.