Located in the heart of Kazakhstan, Ulytau is a unique region that embodies the spiritual and historical roots of the Kazakh nation. Despite its wealth of cultural and natural attractions, tourism in the region remains underdeveloped. This article aims to analyze the current state of tourism in Ulytau and outline potential strategies for its advancement.

Ulytau is considered one of the sacred regions of Kazakhstan. It is known as the land where Kazakh khans were elected and where key events in the history of the Kazakh people took place. The region is home to numerous archaeological sites, mausoleums, rock carvings, and ancient settlements. Landmarks such as the Zhoshy Khan Mausoleum, Alash Khan Mausoleum, and the sacred Ulytau mountains are key attractions that embody the spiritual legacy of the Kazakh nation. These assets offer great potential for the development of cultural and pilgrimage tourism (Akhmetova & Zhanabayeva, 2021; Nurmagambetov, 2019).

While the region possesses rich tourist resources, the tourism infrastructure in Ulytau remains underdeveloped. Limited transportation options, a lack of high-quality accommodations, and insufficient tourist services hinder the growth of the industry. Efforts by local authorities have been made to develop infrastructure, including road improvements and the creation of visitor centers. However, significant investment and public-private partnerships are still needed to bring the region up to international standards (World Bank, 2022).

Ulytau’s unspoiled landscapes, including steppes, mountains, and river valleys, offer excellent opportunities for ecotourism. The region is ideal for hiking, camping, and nature-based tourism. Local villages, with their traditional lifestyles, handicrafts, and hospitality, can attract tourists interested in authentic rural experiences. By involving local communities and supporting sustainable practices, Ulytau can become a model for responsible tourism in Kazakhstan (Dzhumabayeva, 2020; UNWTO, 2023).

One of the key challenges in developing Ulytau as a tourist destination is the lack of visibility in digital media. Developing a strong digital strategy—including a multilingual website, virtual tours, social media campaigns, and collaboration with travel bloggers—can significantly increase awareness of Ulytau. Creating a recognizable brand that reflects the identity of the region will also help attract both domestic and international tourists (Kuralbayev & Nurbekova, 2022).

The development of tourism in the Ulytau region requires a detailed understanding of the internal and external factors influencing its growth. Although Ulytau has immense cultural, historical, and natural value, its tourism potential remains underexploited. Key issues include limited infrastructure, low international visibility, and insufficient digital promotion.

Currently, the region sees modest tourist flows, mostly from domestic travelers, while international tourism is minimal. However, recent governmental initiatives, the increasing popularity of cultural and ecological tourism, and interest in national identity create favorable conditions for change.

The region’s development should focus on improving transportation and hospitality infrastructure, enhancing digital platforms, and involving the local population in tourism services. Collaborations between local authorities, businesses, and educational institutions are vital to ensure sustainable tourism. In summary, Ulytau has the opportunity to become a significant tourist destination if managed strategically with long-term goals in mind.

In addition to physical infrastructure, the success of tourism in Ulytau depends heavily on informational accessibility and image-building. Many potential visitors, both local and foreign, are unaware of the unique value that Ulytau offers. There is a clear need for professional branding, multilingual content, and integration with national and international travel platforms.

Another important factor is human capital. The lack of trained personnel in hospitality, guiding, and tourism management limits the quality of visitor experience. Creating specialized educational programs and providing incentives for youth employment in tourism can stimulate regional development.

Environmental sustainability should also be prioritized. Ulytau’s landscapes and historical sites are vulnerable to degradation if not managed properly. Introducing eco-friendly infrastructure, visitor limits in sensitive zones, and awareness campaigns can protect the region’s heritage while attracting responsible tourists.

Recommendations for Sustainable Tourism Development

— Develop infrastructure: Improve transport connectivity and build tourist-friendly facilities.

— Train local personnel: Enhance human resources through education and training in hospitality and tourism services.

— Promote public-private partnerships: Encourage investment by offering incentives to tourism businesses.

— Implement digital tools: Use virtual reality (VR), augmented reality (AR), and geolocation apps to enhance visitor experiences.

— Preserve cultural and natural heritage: Ensure all tourism activities are respectful of the environment and historical sites.

To fully unlock Ulytau’s tourism potential, the following measures are recommended:

1. Develop modern visitor infrastructure: Invest in high-quality roads, accommodations, rest areas, and tourist information centers near key heritage and natural sites.
2. Create a unified digital platform: Launch an official website and mobile application offering multilingual content, virtual tours, route maps, event calendars, and online booking for accommodations and guides.
3. Promote local entrepreneurship: Encourage residents to participate in the tourism economy by offering microgrants, training programs, and support for guesthouses, cafés, souvenir production, and local guiding services.
4. Strengthen national and international promotion: Collaborate with national tourism boards, travel influencers, and international tour operators to promote Ulytau through marketing campaigns, exhibitions, and media coverage.
5. Introduce educational and volunteer programs: Involve students and young professionals in projects related to historical preservation, ecotourism, and digital promotion through internships, research initiatives, and volunteer camps.

These initiatives can contribute to sustainable economic growth, preserve cultural heritage, and improve the overall visitor experience in Ulytau.

Ulytau represents a unique combination of historical depth, cultural identity, and natural beauty. Despite its rich heritage and spiritual importance, the region remains underutilized in Kazakhstan’s tourism sector. However, with the right strategies, Ulytau can become a major destination for cultural, ecological, and rural tourism.

This paper highlighted the significance of Ulytau’s historical sites, the current state of tourism infrastructure, and the opportunities available through digital promotion and sustainable development. Emphasis was placed on the importance of investing in transport and hospitality infrastructure, building local capacity, and leveraging digital tools to enhance the tourist experience.

For Ulytau to reach its full potential, coordinated efforts between government authorities, private investors, and local communities are essential. By preserving its unique cultural assets and promoting responsible tourism, Ulytau can serve as a national model for sustainable tourism development that respects both heritage and future growth.

Information about financing

The research was carried out with the financial support of the Science Committee of the Ministry of Science and Higher Education of the Republic of Kazakhstan (grant no.AP19675023)