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The article examines the historical evolution of ethnographic tourism in Kazakhstan, its growth and significance through the prism of the country's rich cultural heritage. With its diverse ethnic communities, traditional customs, historical sites and artistic traditions, Kazakhstan offers a unique opportunity for lovers of ethnographic tourism. The article examines government initiatives such as «Sacred Geography» aimed at preserving and popularizing national identity and cultural heritage, especially in the field of tourism. Using the McKinsey 7S model, an analysis is carried out to assess the current state of the tourism industry, identify areas suitable for growth and development. In addition, the sociological survey assesses the potential of expanding ethnographic tourism based on cultural heritage. The article highlights the numerous advantages of the development of ethnographic tourism, including economic benefits such as job creation and enrichment of cultural exchanges. The key idea of the article is the symbiotic relationship between the cultural heritage of Kazakhstan and the global trend of searching for authentic cultural experiences in travel. The results obtained indicate that with a well-coordinated strategy and effective cooperation with stakeholders, Kazakhstan can strengthen its position as a leading destination for ethnographic tourism.