Tourism prospects as a regional economic driver

In the eternal city of Rome, a local’s curt response to a tourist’s plea to lead the way to the legendary Colosseum embodies a European populace tired by the relentless wave of tourism. Although economically beneficial, this phenomenon does occur knocked down a range of social and environmental problems, from high housing costs to water scarcity, culminating in a pervasive sense of overcrowding.

In this environment, the countries of Central Asia – Uzbekistan, Kyrgyzstan, Kazakhstan, Tajikistan and Turkmenistan – located on the ancient Silk Road, are emerging as burgeoning hubs for people eager to travel. Steeped in history and splendor, these regions remain enigmas to the majority of foreign travelers despite a global increase in wanderlust.

The ingenious conception of ‘Explorestan’ weaves the act of discovery into the identity of these nations. The inventive branding combines ‘explore’ with the common suffix -stan to promote a distinctive, positive image, strategically sidestepping any unintended negative connotations associated with the region.

Kairat Sadvakasov, the Chairman of Kazakh Tourism, shares insights into Kazakhstan’s countless attractions – pristine lakes, vast national parks, melodious sand dunes, imposing canyons and vast steppes – all waiting to be recognized by the global community. “Kazakhstan is known as a country with rich mineral resources. But many people don’t even realize that we have beautiful lakes, national parks, singing barchans, majestic canyons and endless steppes.”

Centrally located amidst the world’s most populous countries and economies such as Europe, China, Russia, Iran and the Middle East, Central Asia is strategically positioned to entice tourists longing for multi-country itineraries. Historically, Kazakhstan, Uzbekistan, and Kyrgyzstan have engaged in joint tourism efforts, promoting joint tours, while Tajikistan has done so to a modest extent, and Turkmenistan remains relatively isolated despite palpable tourism intrigue.

Remarkably, the region is a custodian of history; ancient Saka burial sites, time-honored mausoleums and architectural wonders are preserved here, where the tapestry of nomadic and Islamic cultures is intricately woven with threads of Soviet and Western influences, creating a cultural heritage. and culinary diversity. The region’s nightlife thrives with a range of entertainment clubs, restaurants, pubs and, within designated areas, casinos. These countries are blessed with temperate climates and promise vacation opportunities all year round.

The remarkable hospitality of Central Asians is legendary; guests are welcomed with open arms and the warmth of age-old traditions.

Two specific tourism niches have flourished in Kazakhstan: the Silk Road and adventure tourism. Cooperation with neighboring countries is crucial, given the Silk Road’s historical ties with China and its cultural relevance for European countries such as Italy and Spain.

At the same time, China has taken an active role in promoting not only tourism but also key business ventures in the region, including the Belt and Road Initiative and the Trans-Caspian International Transport Route, effectively revitalizing the historic trade routes .

Adventure tourism represents a significant portion of the regional market, with expectations of a compound annual growth rate of 15.2% between 2022 and 2030. Kazakhstan, given its vast expanse, offers a range of adventures. For example, a group of Chinese off-road enthusiasts are planning an epic trek from Urumqi to Astana, with the intention of covering various terrains in August and September.

The domain of ski tourism, especially freeriding, is suitable for those looking for the tranquility of untamed nature and the sensation of fresh powder. Central Asia boasts formidable mountain ranges and offers excellent skiing facilities at competitive prices.

Bilateral agreements are being made to boost tourism in the region, but the current global market share of these countries is only 0.1%. One deterrent is the global community’s limited awareness of Central Asia’s tourism offering. In response, Kazakh Tourism is establishing international outposts to increase global awareness of the region.

Sadvakasov is optimistic about a gradual increase in the number of tourists. “We expect the number of tourists staying in hotels to increase to four million by 2029. We have about six million domestic tourists, and this number is expected to rise to eleven million. Now that around half a million people work in the tourism sector, we want to bring this number to eight hundred thousand.”

In a strategic move to deepen cultural ties, Kazakhstan has introduced visa-free travel for Chinese tourists to boost visitor numbers.

Sadvakasov also underlines the growing popularity of the tourism sector, pointing to the increase in the number of flights and affordable air tickets to Kazakhstan, in addition to a well-developed catering infrastructure. The country has a robust workforce to meet the needs of tourists, with around one million visitors currently accommodated in hotels each year – a figure expected to quadruple by 2029.

Western media are also starting to notice Kazakhstan’s call. The New York Times included Almaty in the rating of tourist destinations “52 Places to Go in 2024” and gave a flattering overview of the city and local cuisine. And Lonely Planet called Uzbekistan one of the best tourist destinations in 2024. Global publications such as Le Figaro, The guardAnd Lonely planet named Kazakhstan one of the best places to visit in 2021. The British Backpackers Society ranked Kazakhstan among the top 5 places to visit in 2020 for active eco-travel enthusiasts; Russian media recognized Lake Kayindy as one of the most beautiful mountain lakes in the world; and Gulf News ranked Big Almaty Lake among the top 5 destinations for residents of the United Arab Emirates.

Central Asia is a region rich in historical, cultural and natural wonders, offering an extensive range of tourism experiences, from business and cultural ventures to nature and adventure escapades. To realize its potential, strategic economic incentives and proactive image promotion are imperative. Central Asia’s tourism sector is on an upward trajectory, driven by initiatives such as visa simplifications and the ‘open skies’ policy, which underlines the region’s willingness to welcome tourists and investors to the court with its legendary tradition of hospitality . As ‘Explorestan’ continues to dismantle outdated stereotypes about the former Soviet Union, it paves the way for unique and memorable adventures, challenging the world to discover its countless charms.