Determination of assets of the tourist destination of Almaty region

The article notes that due to the fact many states resort methods of national branding and branding, it is considered as one most important phenomena acquires scientific, state, especially practical popularity. need create a destination brand, known on world tourist arena symbol competitiveness, has arisen. Unique, historical, cultural, archeological natural resources Central Asian states, including Kazakhstan, allow becoming an attractive destination. Research showed Kazakhstan more than 100 potential “tourist magnets” growth points.” Nevertheless, Kazakhstan’s tourism with large reserves not fully formed image country. In this regard, formation positive main tasks set by Almaty region in field developing Accordingly, research aimed at identifying assets region, which are object order achieve goal study, empirical study was conducted. An in-depth interview people who have information about processing data definition key words discussion results were organized.