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THE IMPACT OF TOURIST POTENTIAL ON THE INVESTMENT ATTRACTIVENESS OF ALMATY
MOLDASHEVA ALTYNAI BORANBAYEVNA Acting associate professor of Taraz regional university named after M. H. Dulaty, Taraz,
Kazakhstan
ORYNBAEVA ULTUGAN ABLEKOVNA Acting associate professor of Taraz regional university named after M. H. Dulaty, Taraz,
Kazakhstan
KURBANOVA AZIZA
Student of Taraz regional university named after M. H. Dulaty, Taraz, Kazakhstan
Annotation. An analysis of the tourist potential and investment attractiveness of Almaty is carried out. Tourism can attract foreign investment and create partnerships between business communities, which in turn contributes to economic cooperation and development. Cultural events such as festivals, exhibitions and forums attract international visitors and promote the exchange of experience and knowledge between different cultures. Thus, tourism not only contributes to economic development, but also enriches cultural diversity, promotes intercultural communication and the development of close and harmonious international relations.
Key words: tourist potential, investment attractiveness, number of tourists, tourist infrastructure, tourism center, tourist market
Today Almaty is a comfortable city for living, there are all conditions for work, study and Recreation, all life support systems work smoothly and flawlessly.
The presence of an excellent and huge tourist and recreational potential of the city and adjacent territories for the creation and organization of a wide variety of types of recreation and tourism determined the development of Almaty as the center and capital of international tourism. Every year, Almaty becomes a very attractive and beautiful city for both tourists and businessmen. The high standard of Service, which meets international standards, makes the city a place where the financial and economic forces of the world are concentrated. Almaty is a recognized center of historical heritage, art, creative laboratory of the country. This is a city that attracts people who are trying to express themselves, to Achieve Life Success [1].
Almaty region is one of the 10 priority areas of Tourism Development in the country. The metropolis always attracts tourists, the task of the city authorities is to increase the tourist flow, make the arrival of travelers comfortable and safe, offer products for the development of visiting and domestic tourism. It should be noted that there are 114 historical and architectural monuments of local and 33 national significance in Almaty. One of the main areas of work to attract tourists is the creation of infrastructure.
Projects are being implemented to develop the tourist infrastructure of the city — hotels, glamping and camping zones, the construction of visiting centers in the mountains, the improvement of mountain roads, etc.
According to statistics, the volume of services rendered in the tourism industry in Almaty by 2021 amounted to 30,282.5 million.the volume of services provided by accommodation facilities is 50.2%, travel agencies - 49.8% (12%).
The volume of works and services provided in the tourism industry in Almaty in 2021 will be 46% of the total amount of services provided at the level of the Republic.
A significant increase in tourism indicators is associated with the development of such types of tourism as Event, business, ethnocultural, mining, excursion, children's and youth, social tourism, as
well as active online promotion, marketing events, participation in international tourism exhibitions, holding conferences in the focus markets of the world.
In the period from 2017 to 2021, the amount of work done and services provided in the tourism industry increased 2.7 times, including travel agencies 11.5 times, accommodation facilities 1.6 times. In 2022, the number of visitors served in Almaty was equal to 515.7 thousand people (19.8% of the total number of visitors in the Republic), including travel agencies - 168.2 thousand people, accommodation facilities-347.5 thousand people. In the period from 2018 to 2022, the number of visitors served by tourism increased by 3 times. In 2022, the largest part of visitors was served by domestic tourism - 45.3%, inbound tourism - 32.3%, outbound tourism-22.4%, respectively, of the total number of visitors served (Figure 1) [5].
Number of tourists served
50,00% 40,00% 30,00% 20,00% 10,00% 0,00%
Figure 1. Number of tourists served
From table 1, it can be seen that the main goals of the visitors served in the tourist industry were: business and professional, leisure, recreation and recreation, commercial goals, treatment of acquaintances and visiting them, among others.
Table 1. Distribution of visitors served by the purpose of the trip
Indications 2018 2019 2020 2021 2022
Total 100 100 100 100 100
Free time and leisure 34,5 36,2 38,4 39,2 40,6
Business and professional 61 60,2 65,4 68,3 64,4
Commercial 2,7 2,2 3,2 3,9 3,2
Other goals 1,8 1,8 2,8 2,4 3,1
In table 2, we consider the distribution of tourists by type of tourism by tourism organizations.
Table 2. Ddistribution of tourists by type of tourism by tourist organizations
Types of 2018 2019 2020 2021 2022
Outbound tourism
Inbound tourism ■ Pag 1
National tourism
tourism
Total 170342 168258 178934 167547 168384
Inbound tourism 34287 31248 39789 37237 37684
Outbound tourism 129885 131874 128749 136947 140458
National Tourism 25777 30379 29762 32883 34742
As of January 1, 2022, Almaty has 107 accommodation facilities, including 90 hotels. According to the latest data, the number of hotels in Almaty, the total number of which in Kazakhstan amounted to 15.4%. Due to the increase in the number of visitors and the development of construction, the share of the number of rooms in Almaty hotels is 20.8% of the total number of hotel rooms in the Republic. The share of visitors served at accommodation facilities amounted to 347.4 thousand people, or 15.2% in the country as a whole.
To increase the tourist and recreational potential of Almaty, it is necessary to increase service activities in the tourism industry. Construction, as well as reconstruction of Sanatorium-Resort and tourist institutions, hotels, restaurants, cultural, scientific centers, attracting investments in the creation of new types of services in the banking system, in the field of land and air transport, in the development of telecommunications and communications, in the modernization of entertainment business and advertising [2].
Table 3. Dynamics of investments aimed at providing hotel and restaurant services for
the period 2018-2022, million tenge
Indications 2018 2019 2020 2021 2022
Service with hotels 14323,0 22933,6 17456,5 18958 11233,8
with restaurant
Service with hotels 1768,8 2493,4 4032,2 3001,6 2192,6
without
restaurants
Youth tourist 149,0 - 13,9 2243,7 1257,3
camps and
mountain tourist
bases
Camping 1238,4 208,5 - 24,2 3424,9
Other places for 1013,9 2565,2 3677,6 527,6 3258
placement
Service with 6966,5 5521,2 5533,4 6404,7 4981,4
restaurants and
bars
In 2022, the volume of investments in camping services increased 142 times compared to 2021. Compared to 2020, a decrease in the volume of financial investments in 2022 was observed in the activities of hotels with restaurants — by 41%; in the activities of hotels without restaurants — by 27%; in the activities of youth tourist camps and mountain tourist bases — by 44%; in the activities of restaurants and bars — by 23% [5].
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Impact Factor: SJIF 202.1^-5.81 ECONOMIC SCIENCES
Share of investments aimed at the provision of hotel and restaurant
services
At the service of hotels without bars 8%
At the service of restaurants and bars 43%
In the service youth tourist camps and mountain... 5%
Camping 13%
Other places for placement 12%
Service with restaurants and bars 19%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Ряд 1
Figure 2. Specific weight of investments aimed at the provision of Hotel and restaurant
services
Hotels with restaurants from Figure 2 cause the greatest interest of investors — according to statistics, in 2022, more than 43% of all investments in their activities were invested. Hotels without restaurants are less popular (8%). In addition, 19% of the investment volume was invested in the activities of restaurants and bars.
Figure 3 shows the dynamics of investment resources in the tourism industry of Kazakhstan for the period 2017-2022 [3].
400000 200000 0
Analysis of the dynamics of investment resources in the tourism sector of the Republic of Kazakhstan
■ Ряд 1
Figure 3. Analysis of the dynamics of investment resources in the field of Tourism of the
Republic of Kazakhstan (2017-2022)
As can be seen from Figure 7, 1035569.6 million tenge was invested in the tourism sector during the analysis period. There is an annual increase in the volume of investments, but a sharp decrease was observed in 2020, when the decrease amounted to 91370.0 million tenge. Compared to 2019, the volume of investments in 2020 decreased by 74%, but compared to 2016 it increased by 24.9%. The reduction in investment volume occurred due to the global financial crisis that
occurred in 2019, however, in 2021 there is an increase in investment volume by 115.7% compared to 2020, the largest increase in investment was in 2020 - 231230.0 million tenge.
In 2022, 3 hotels with 628 rooms were built. 54.3 billion tenge was invested in them. In addition, the improvement and creation of a safe mountain tourism infrastructure is underway. In the mountains of Almaty, construction of a helipad is underway in the TUIK-Su gorge, 15 mountain rescue huts have been installed on remote node sections of mountain routes with satellite communication and SOS alarm buttons. 2 Special Control and rescue points have been prepared, which will be installed in mountainous areas with a round-the-clock duty of rescuers of 16 people. Also, a pilot project of an alarm button monitoring system was launched in the Kimasar gorge.
Adoption of state programs for the development of Tourism; legislative acts that simplify and systematize relations between participants in the tourism market; simplification of financial and tax control; holding of major international events and many other factors in general contribute to increasing the flow of investment in tourism, thereby increasing the competitiveness and attractiveness of the tourism market of the Republic of Kazakhstan.
According to the results of 2022, according to monitoring data, 781 tourist reception facilities operate in the region, which served 2272.3 thousand tourists, the total number of paid tourist and health services is equal to 15.9 billion tenge. Losses of national tourists in Almaty region in 2022 amounted to 31.2 billion tenge [4].
If we analyze the tourist facilities, over the past 5 years, the total volume in the region amounted to 40.6 billion rubles.198 new tourism facilities worth tenge were commissioned, including 19.5 billion tenge on the map of the region in 2022. 49 newly built accommodation facilities were created for the amount of independent investments in tenge.
This year, it is planned to complete the construction of 27 tourism facilities in the region in the amount of 4.2 billion tenge.
In the first quarter of 2022, 3 facilities (Alakol district) were put into operation in the amount of 110 million tenge.
On the territory of the mountain cluster, it is planned to implement large investment projects to expand the existing mountain sanatoriums "Oy-karagay - aport" (Stage 1) and "AK Bulak" in Talgar district and New-"Turgen" (Stage 1) in Enbekshikazakh district, as well as the new entertainment complex "Park Canyon" in Enbekshikazakh District, private investments totaling 542.7 billion tenge were made in Raiymbek district.
In addition, on the shore of Lake Alakol, it is planned to implement a project of a cottage village with a summer amphitheater "Alakol Apartments" for the amount of 4 billion tenge.
In addition, work is carried out on an ongoing basis to improve the quality of services provided. For example, within the framework of the state program for the development of Tourism of the Republic of Kazakhstan for 2019-2025, full 18 courses and training seminars on improving the quality of services for guides, accommodation facilities, cultural and educational museums, state National Natural Parks, representatives of travel agencies, as well as advanced training for airports, railway stations, mass border service and police officers were organized and conducted [1].
Investors will invest 24.5 billion tenge in the turinfrastructure of Almaty region. "As a result of the coordinated work of local executive bodies with the active participation of Kazakh Tourism in the National Parks of the Almaty region, the Ministry of Ecology, geology and natural resources of the Republic of Kazakhstan attracted strategic investors who successfully implement their projects on ecotourism. One of them is the Ayusay visiting Center in Ile-Alatau, which has shown that it can actually function not only as an information point, but also as a venue for educational, cultural and corporate events."
We will remind, at the beginning of this year, the investor opened a visiting Center in the First National Park in Kazakhstan, namely in the Trans-Ili Alatau, where the School of life "Root" began to work, comfortable toilets were built. At the same time, the investment policy in the field of Tourism Development should be based primarily on creating conditions for investment attractiveness and justifying the most effective areas of activity of the tourism enterprise.
ОФ "Международный научно-исследовательский центр "Endless Light in Science"
LITERATURE:
1. On approval of the State Program for the development of the tourism industry of the Republic of Kazakhstan for 2019-2025 Resolution of the Government of the Republic of Kazakhstan dated March 28, 2023 № 262// https://adilet.zan.kz/rus/docs/P1900000360
2. A.B.Moldasheva, G.S.Zhanseitova, A.K.Auelbekova. Assessment of tourist attractiveness of Kazakhstan for foreign visitors// Economic series of the Bulletin of L.N. Gumilyov, No 4-2019486-502. https://bulecon.enu.kz/index.php/main/article/view/311
3. Duisembekova G.R., Sabdalina A.K., Abilgaziyeva Zh.E. The assessment of tourist-recreational potential of the Republic of Kazakhstan. Bulletin of "Turan" University. 2019;(3):129-135. (In Russ.)
4. Shayakhmetova L.M. Economic efficiency of investments in the tourism industry of the Republic of Kazakhstan. Bulletin of "Turan" University. 2021;(3):187-193. (In Kazakh) https://doi.org/10.46914/1562-2959-2021-1-3-187-193
5. "Tourism of Kazakhstan in 2018-2022". Statistical collection. Bureau of national statistics of the agency of the Republic of Kazakhstan for Strategic Planning and reforms. Astana, 2023
