DEVELOPMENT OF RURAL TOURISM IN KAZAKHSTAN AS A PRIORITY DIRECTION FOR AGRIBUSINESS DIVERSIFICATION

This article examines the development of rural tourism in Kazakhstan, which serves as an important tool for diversifying agribusiness and improving the economic situation in rural areas. The study employs a comprehensive methodology, including SWOT analysis, statistical analysis, and interviews with various stakeholders. Data collection involved statistical information on tourist flows, economic indicators, and infrastructure changes in rural regions, as well as interviews with key market participants, including representatives of government agencies, farming enterprises, and tourism organizations. The main focus is on identifying current challenges such as insufficient infrastructure, a shortage of skilled personnel, and weak coordination between public and private sectors. Additionally, opportunities for integrating rural tourism with ecotourism and other forms of sustainable tourism are explored. The article presents successful international experiences from the EU and Asian countries that could be adapted for Kazakhstan. Based on the conducted analysis, the authors propose recommendations for improving infrastructure, creating a more effective system of state support, and enhancing the skills of local communities, which will help develop rural tourism and increase its contribution to the national economy.