BENCHMARKING OF TOURISM DEVELOPMENT CONCEPTS IN LEADING FOREIGN COUNTRIES AND KAZAKHSTAN

The relevance of the study lies in the fact that as part of strategic tourism development planning, benchmarking of state tourism development concepts is necessary to take effective measures to improve the position of the tourism industry in Kazakhstan. The aim of the study is to identify best practices in the development and implementation of tourism development programs, as well as to identify problems and shortcomings in current tourism development programs in Kazakhstan. The methodology used includes benchmarking of tourism development concepts in leading foreign countries and analysis of the tourism development program of Kazakhstan. The value of the study lies in the opportunity to identify problems and shortcomings in current tourism development programs in Kazakhstan and to identify best practices in the development and implementation of tourism development programs based on foreign experience. Adapting and applying them will improve the position of the tourism sector in Kazakhstan, increase the flow of tourists, and contribute to the country's economic development. The research results have identified untapped potential in the marketing efforts of the tourism industry, particularly in the areas of marketing research, the use of digital tools, and the need to adapt tourism programs to target markets to enhance competitiveness. The findings of the study highlight the significance of marketing in tourism development. Leading countries actively utilize marketing strategies and digital tools to attract tourists and strengthen their positions in the global market.