Tourism start-ups and youth innovations: the new wave of entrepreneurs in Kazakhstan

Purpose This study aims to identify the biggest obstacles to tourism development in Kazakhstan from the perspective of young tourism entrepreneurs and innovators. Design/methodology/approach The study adopts a descriptive analysis approach within qualitative research, using semi-structured interviews with six tourism businesses in Astana, Almaty and Turkistan. Findings It shows that digital tools have a positive and enhancing effect on customer satisfaction and operational efficiency. On the other hand, the high costs arising from the acquisition and integration of these digital tools, infrastructure deficiencies in regions outside major cities and limited financial support stand out as the main structural barriers faced by young entrepreneurs. Research limitations/implications Since the study's sample population is limited to only three cities, the level of generalizability of the findings is restricted. Despite this limitation, the results of the study serve as a significant baseline dataset for the development of policies aimed the tourism sector and the establishing of support mechanisms targeting young entrepreneurs. Practical implications Findings from the field indicate that, given the high cost of integrating into these systems, financial support tools are needed to facilitate small businesses' access to digital systems. Mentoring programs should aim to improve young entrepreneurs' digital literacy and foreign language skills (e.g. Chinese-language guides). Policymakers should address infrastructure deficiencies outside major metropolitan areas and consider value-added tax (VAT) reductions for newly established businesses. Direct public procurement models, rather than indirect ecosystem support, can help overcome barriers to scaling up. Seasonal fluctuations and regional disparities require targeted strategies such as diversified tour packages and off-season promotions. Social implications The research findings reveal the need to develop financial incentive mechanisms that facilitate small-scale enterprises' access to digital systems, as well as mentorship programs for young entrepreneurs. Furthermore, including the young population in employment processes through tourism entrepreneurship will significantly contribute to closing the development gaps between regions and deepening the interaction among different cultural groups. Originality/value This study contributes by emphasizing, in the context of Kazakhstan, how digital competence and the experiences of young entrepreneurs are applied in innovation practices, which are one of the key factors in the development of tourism.