TRENDS OF KAZAKHSTAN’S TOURISM RESEARCH: ANALYSIS THROUGH WORD CLOUDS

This article presents an analysis of publications on tourism in Kazakhstan for the period from 2004 to 2024 based on data from the Scopus database. The main objective of the study was to identify key themes and trends using word cloud construction. The results showed the evolution of research interest in tourism in Kazakhstan: from basic issues of development and regional cooperation in the initial period to an emphasis on sustainable development, cultural heritage, ecotourism and the impact of the COVID-19 pandemic in recent years. The main challenges and prospects for the tourism industry, including economic aspects, industry management and rural tourism development, were also identified. The findings highlight the dynamics of scientific discourse and the transition to more applied and strategic research. These insights could inform policymakers, industry leaders, and researchers in formulating strategies to harness Kazakhstan’s tourism potential while addressing modern challenges. The article can serve as a basis for further research and development of recommendations for tourism development in Kazakhstan, taking into account modern challenges and opportunities.