Guest lecture by Doctor of Historical Sciences, Professor I.V. Oktyabrskaya for students of the Higher School of Tourism and Hospitality

On January 21, 2025, a lecture by Doctor of Historical Sciences, Professor, leading researcher at the Institute of Archeology and Ethnography of the Siberian Branch of the Russian Academy of Sciences, I.V. Oktyabrskaya, was held for students of the OP «Tourism», «Restaurant business and Hotel business», «Management of tourism and Hospitality innovations» (teachers: Koichubaeva D.S., Kuznetsova G.Kh.) Lecture topic: «Cultural heritage of Kazakhstan. Strategies and practices of branding territories» was selected within the framework of the project «Historical and cultural heritage and branding of territories in the field of tourism and hospitality» implemented by the Higher School of Tourism and Hospitality (scientific supervisor, Ph.D. Fayzullina G.Sh.).

The issues of forming brands of cities of Kazakhstan were considered. Irina Vyacheslavovna said that, according to experts, capital cities act as symbols of sovereignty, a kind of bonds that connect states with the outside world, and form a single national cultural space. Taking into account historical traditions, socio- and ethnocultural characteristics, and geopolitical realities, their images and brands are formed. Astana is the geostrategic and cultural center of Kazakhstan. Its image corresponds to the image of a country that honors traditions and actively develops new models of political, economic, and social development based on national cultural heritage and interethnic integration practices. In the world community, the country’s capital is positioned as a center of peace and harmony. Modernized Astana is a symbol of a new era in Kazakhstan.