Health and wellness tourism development in the Kyzylorda region: assessment of natural therapeutic resources, infrastructure, and a conceptual development framework

Abstract

The growing global demand for health and wellness tourism highlights the importance of the effective use of natural and recreational resources in Kazakhstan’s regions. In this regard, the Kyzylorda region, which possesses significant natural therapeutic resources, offers considerable opportunities for tourism development. The aim of this study is to provide a comprehensive assessment of the potential for health and wellness tourism development in the Kyzylorda region. The research employs literature review, statistical analysis, comparative analysis, natural-resource assessment, SWOT analysis, and a systems approach. The study evaluates the region’s natural therapeutic resources, as well as the condition of sanatorium-resort infrastructure and tourist flow dynamics. The findings demonstrate that the region has substantial potential for health and wellness tourism development; however, its effective utilization is constrained by insufficient infrastructure, limited transport accessibility, shortages of qualified personnel, and weak marketing promotion. Based on the SWOT analysis and international best practices, a conceptual framework for the phased development of a competitive health and wellness tourism product is proposed. The practical significance of the study lies in the development of recommendations aimed at infrastructure modernization, certification of natural therapeutic resources, digital promotion of tourism services, and the sustainable development of the region.