THE COMPETITIVENESS OF HEALTH TOURISM IN THE REPUBLIC OF KAZAKHSTAN: FACTORS AND DEVELOPMENT PROSPECTS

The article conducted an analysis of labor recreational tourism in the Republic of Kazakhstan with an emphasis on a comprehensive development of wellness bases, such as sanatoriums, spa complexes and medical centers. The study is aimed at identifying key factors affecting the employment of wellness institutions, and the development of strategies aimed at increasing their handling, especially in the off -season periods. Their competitiveness, viability, profitability and role in the development of domestic tourism and the regional economy is investigated. Particular attention is paid to factors affecting the economic efficiency of these enterprises, including seasonality, cost of services, competitiveness and level of investment in infrastructure. The research methodology includes the survey of respondents for the analysis of factors affecting the choice of recreational bases in Kazakhstan. The results show that the rich natural resources of Kazakhstan open significant potential for the development of healing tourism. However, seasonality, outdated infrastructure and limited international marketing impede growth. The results of the study determined the need for year -round expansion of services, modernization of infrastructure and target marketing as key factors in increasing the competitiveness of the sector. Increasing transport accessibility and integration of digital technologies into the provision of services are also critical factors. The received survey data was analyzed in SWOT analysis to identify opportunities and threats for development, as well as to determine the strengths and weaknesses of the affecting development of tourist bases. To assess the state of infrastructure of health tourism, data from the Ministry of Culture and Sports of the Republic of Kazakhstan, as well as regional statistics departments, were used. Practical recommendations have been developed to increase the economic stability of the health bases, to continue their loading and increase their contribution to the development of tourism.