Abstract:
The development of the tourism sector faces serious challenges, which are related to its
environmental transformation, digitalization, and integration of new technologies, as well as
competitiveness. Tourists' behavior is also changing. The future demand for tourism is likely to be
driven by growing environmental awareness, increased use of digital services and new technologies,
a shift towards a more personalized travel experience, and ensuring well-being and better
engagement with local communities and culture. Meeting the requirements of the modern tourism
industry is a problem not only for the Republic of Kazakhstan but also for other countries that strive
for sustainable development of the tourism sector. The purpose of the study is to identify ways to
develop entrepreneurial activity by integrating human capital and green technologies to optimize the
sustainable development of the tourism sector. The paper examines the basic theoretical concepts of
the essence and forms of sustainable tourism and presents the concept of the integration of human
capital and green technologies to achieve the principles of sustainable development. Based on an
expert survey, strengths, weaknesses, opportunities, and threats analysis, and statistical methods, the
main ways of promotion and development of sustainable tourism, as well as measures to integrate
human capital and green technologies into entrepreneurial activities in the tourism sector in the East
Kazakhstan Region, have been identified. The authors have concluded that the introduction of green
technologies and the integration of human capital with them provide new standards for the quality
of tourist services while preserving the natural resources of the region.
