ANALYSIS OF THE ECONOMIC EFFICIENCY OF THE TOURISM MARKET OF KAZAKHSTAN IN THE POST-PANDEMIC PERIOD

Purpose of the research is to analyze the tourism market in Kazakhstan in order to identify the degree of impact of the global pandemic on the industry, determine its economic efficiency in the difficult postpandemic period for the industry, and develop recommendations that contribute to the restoration of the tourism market.
Methodology. The authors used a systematic approach in studying the efficiency of the tourism market and attracting investment in the industry, methods of statistical, economic and comparative analysis and synthesis, the induction method. A set of economic indicators for the development of the tourism sector was applied and analyzed on the basis of statistical data and measuring tools, which make it possible to obtain the necessary data in the calculation process. The theoretical basis of the study was the work of domestic and foreign scientists on economic development and the impact of the pandemic on the tourism industry. And also the Concepts and policy documents of the Republic of Kazakhstan in the field of development of the tourism sector and its regional programs were considered.
Originality / value of the research. The value of the article lies in the fact that, based on the study and analysis of statistical materials, an attempt was made to show the extent of the crisis in the tourism sector of Kazakhstan. In the article, the authors focused on measures to support the state, professional associations for the tourism business.
Findings. The analysis revealed new trends in the development of the industry: there have been certain changes in the motivation for choosing the direction of travel, reorientation to domestic tourism and the sector of sanatorium and resort services, approaches are also changing to the organization of the tourism business, the use of digital technologies has been expanded, and the focus has shifted to ensuring the safety of services and accommodation for tourists.

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