STUDY OF THE CURRENT STATE AND PROSPECTS FOR THE DEVELOPMENT OF TOURIST FLOW IN THE CITY OF ALMATY, KAZAKHSTAN

Tourist flow has a positive impact on the economy, culture, environment and communities of countries and regions, making it a valuable asset and contributing to the development of historical sites, cultural heritage and traditions, attracting visitors interested in learning about local customs. Tourist flow stimulates investment in infrastructure such as transport, accommodation and tourist facilities, and improves the quality of life of local residents and visiting tourists. Therefore, the purpose of this study was to examine the current state and prospects for the development of tourist flow in the city of Almaty. The study was based on the statistical data of Almaty city for the last 10 years (2014-2023) and answers to the questions of the questionnaire for entrepreneurs. Statistical data were received from the National Statistical Bureau of the Republic of Kazakhstan and analyses were carried out from 19.01.2024 to 25.02.2024. Also in the study, we conducted a survey aimed at identifying the main problems of entrepreneurs in increasing tourist flow and selected the responses of 211 entrepreneurs (respondents). According to the results of the study, the number of foreign tourists arriving in Kazakhstan in 2014 was 679.0 thousand tourists, and in 2023 this figure increased to 1084.8 thousand tourists. Compared to 2022, the number of foreign tourists increased by 16.9%. The number of foreign tourists arriving in Almaty in 2023 was 261571 and domestic tourists were 710586. Thanks to inbound tourists, the share of tourism in the gross domestic product (GDP) of Almaty reached 11.3%. To increase the tourist flow to Almaty, it is first of all important to make the infrastructure more convenient and attractive for tourists. Thus, to attract more tourists from different regions and countries, it is necessary to invest in marketing and advertising campaigns and offer tours for active holidays such as cultural events, culinary festivals, hiking and skiing. This study identifying the current status and prospects of tourist flow in Almaty city aims to improve the quality of tourism services, income, employment, and tourist flow and contribute to the literature.