Abstract:
In modern conditions, the competitiveness of many tourist centers is ensured through the development of forms of
network interaction between entities involved in the process of tourist services within a certain geographical area. One of these
forms of networking is a tourist cluster, which is based on such concepts as "integration", "cooperation", "competition". Each
system in the field of tourism needs to be promoted and popularized among tourists, including the cluster. In this regard, the main
purpose of this work is to consider the issues of branding tourist clusters on the example of the Almaty Mountain cluster in the
Republic of Kazakhstan. As part of the study on specifics of cluster systems branding, the authors relied on scientific publications
presented in various periodicals. To identify the main trends in the development of tourism and clusters in Kazakhstan, the data
presented on the official websites of state bodies and statistical services were employed. Based on the presented analysis, the
authors considered the main characteristics of the Almaty Mountain cluster development, as well as the features of branding this
territory at the national and local levels. The main stages of territory branding are presented, taking into account the main
characteristics of the cluster system. In general, within the framework of the work, the authors put forward the main directions for
the formation and promotion of cluster systems brand in modern conditions. At the same time, it is noted that the branding process
should ensure the sustainable development of integration and cooperation ties between the participants of the tourism cluster.
