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25 February, 2019

Kazakh Tourism: Kazakhstan will advance as a new destination on the world tourism map

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The Head of State in his Address “Growing Welfare of Kazakh Citizens: Increase in Income and Quality of Life,” instructed to pay special attention to the development of inbound and domestic tourism and use the rich natural and cultural potential of Kazakhstan. Chairman of the Board of Kazakh Tourism JSC Rashid Kuzembayev told about the work being done to develop Kazakhstan's tourism in an exclusive interview with PrimeMinister.kz.

In 2018 the inbound tourism grew by 10% and domestic tourism — by 5%. As the chairman noted, this growth was achieved even against the background of a high tourism rates of 2017.

According to preliminary data for 2018, 8,488.3 thousand people visited Kazakhstan, which is 10.2% more compared to 2017, and an increase of 32% compared to 2015.

The tourists come primarily from such countries as the UAE (50%), India (49%), Malaysia (44%), Hong Kong (22%), Poland (16%), South Korea (15%) and the US (5.8%). At the same time, the flows of visits by citizens of Germany, Great Britain and a number of other countries remained at the same level.

The Head of State in his Address to the people of Kazakhstan dated Oct. 5, 2018, “Growing Welfare of the Kazakh Citizens: Increase in Incomes and Quality of Life,” ordered to create a separate sectoral government program for the development of tourism.

According to Kuzembayev, the development of the program is at the finishing stage and the program will be ready within the next 3-4 months. In addition, a bill on tourism has been developed, which is also being coordinated and will be submitted to the Parliament of the Republic of Kazakhstan within six months.

“The state program consists of six main directions for the formation and promotion of tourist destinations. In the draft state program, we reflected the main provisions of the strategy for promoting the tourism brand of Kazakhstan. The adoption of this document will enable the systematic promotion of Kazakhstan as a new tourist destination on the world tourism map. The national company, Kazakh Tourism, will become a country brand manager who will receive the appropriate resources and authority. At the same time, we believe that the process of advancement should involve all interested parties, such as the ministries of culture and sports, foreign affairs, information and communications, local executive bodies, Atameken National Chamber of Entrepreneurs, business and the public. Thus, we will create a real basis, a strong foundation for the effective and sustainable development of tourism in Kazakhstan,” said Kuzembayev.

He noted that the core of the target audience are Millennials (Generation Y), as well as representatives of Generation Z, who today form the trends of tourism and travel. Given this, the promotion is mainly focused on digital channels.

“The promotion strategy consists of three stages. At the first stage, the national tourism brand and sub-brands will be actively promoted with a focus on the first two groups of target countries. On the second — the focus will be on advertising key tourist products. And the third stage involves active work with promising markets and the expansion of target countries,” Kuzembayev noted.

In addition, to increase the effectiveness of marketing communications, the focus will be on promoting the TOP priority tourist areas designated by the Head of State: Almaty Mountain Cluster, Astana, Shchuchinsk-Borovoe resort area, Turkestan, Alakol, Mangystau, Bayanaul, Balkhash and Shalkar-Imantau resort area.

It is worth noting that in 2018 the Ministry of Culture and Sports, together with JSC Kazakh Tourism National Company and regional akimats, selected the most significant tourist sites and formed the Touristization Map of Kazakhstan, which included 60 objects and destinations. The selection criteria were the uniqueness of the object as a tourist attraction and the potential growth of tourist flow. Their historical and cultural significance was also taken into account. Among these objects, TOP-10 of the republican scale were prioritized, which will ensure an increase in tourist traffic and the contribution of tourism to the economy.

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