<jats:sec> <jats:title>Purpose</jats:title> <jats:p>This study presents a case study on human capital development in the Kazakhstan tourism sector, focusing on vocational training, recruitment and employment retention strategies. The study aims to identify key labor market barriers and offers evidence-based policy recommendations to unlock the tourism potential of the country through its natural and cultural assets.</jats:p> </jats:sec> <jats:sec> <jats:title>Design/methodology/approach</jats:title> <jats:p>Using a qualitative phenomenological approach, the study employs semi-structured interviews and career-mapping workshops. Due to recruitment challenges with policymakers, the final purposive sample consisted of 10 participants (6 employees and 4 educators) providing a focused.</jats:p> </jats:sec> <jats:sec> <jats:title>Findings</jats:title> <jats:p>The results highlight persistent challenges, including a theory-practice gap in vocational training, seasonality-driven turnover and skill deficiencies. The study suggests that career mapping can serve as a reflective tool to help identify misalignments between industry needs and educational frameworks.</jats:p> </jats:sec> <jats:sec> <jats:title>Research limitations/implications</jats:title> <jats:p>The main limitations are a lack of policymaker input and the focus on a western Kazakhstan, which may limit generalizability. Nevertheless, insight from frontline employees and educators provides valuable guidance for aligning training programs with industry demands and improving retention strategies.</jats:p> </jats:sec> <jats:sec> <jats:title>Originality/value</jats:title> <jats:p>This study contributes to the discussion on human capital in emerging tourism destinations. By exploring the utility of career mapping, it provides field-oriented insight into bridging skill gaps and understanding the workforce dynamics in a Kazakhstani context.</jats:p> </jats:sec>