ALMATY – Kazakhstan is positioning tourism as more than a source of visitor spending, seeking to build a regional hub that connects adventure travel, international events and global tourism markets. Recent cooperation with international tourism organizations and the growing number of major events hosted by Astana and Almaty point to an emerging strategy: turn Kazakhstan’s geography, infrastructure and natural landscapes into a competitive tourism ecosystem for Central Asia.
Astana. Photo credit: The Astana Times.
The latest developments come as Kazakhstan seeks to attract international expertise, strengthen tourism products and establish direct links with foreign travel businesses. The country’s efforts range from cooperation with the Adventure Travel Trade Association (ATTA) to hosting major international sporting events and bringing German tourism industry representatives to Kazakhstan and more.
From natural potential to international tourism product
Kazakhstan has many of the ingredients required for adventure tourism: large mountain areas, the Caspian coastline, steppe landscapes, canyons and diverse cultural heritage. But natural attractions alone do not make a country a successful international destination. The challenge is turning these assets into products that international travelers and tour operators can easily access, book and trust.
This is where the partnership with ATTA could become significant. During an Aug. 26 meeting in Astana, Vice Minister of Tourism and Sports Miras Tulebayev and ATTA CEO Shannon Stowell discussed international assessment of Kazakhstan’s tourism potential, guide training, safety standards and sustainable tourism.
Vice Minister of Tourism and Sports Miras Tulebayev spoke at DRV Destination Forum 2026 on Aug. 26. Photo credit: Ministry of Tourism and Sports.
“Today, tourists are increasingly looking for unique experiences: nature, culture and active routes. Kazakhstan has enormous potential for this. Cooperation with ATTA will allow us to build this work systematically – from training guides to cooperation with foreign partners,” Tulebayev said.
A memorandum signed between Kazakh Tourism and ATTA provides for expert assessments of regional tourism potential, professional training and familiarization tours for foreign partners. The sides will also explore the possibility of holding major ATTA events in Kazakhstan.
ATTA estimates that the global outbound adventure travel market reached $1.16 trillion in 2024, while 67% of international travelers are considered open to adventures – potentially interested in travel combining nature, culture and active experiences.
For Kazakhstan, capturing even a small share of this market could create demand in regions beyond the traditional tourism centers. But doing so will require reliable transport, accommodation, trained guides, safety standards and products that can be integrated into international travel itineraries.
International events can create another gateway
Tourism development is also linked to Kazakhstan’s ambitions to host major international events. Astana and Almaty are scheduled to host a series of international sporting and industry events this autumn, including world championships, international competitions and meetings of the World Anti-Doping Agency’s governing bodies.
“Autumn will see Kazakhstan host competitions in a wide range of sports – from the President’s Cup and world championships to finals of major international series,” Minister of Tourism and Sports Yerbol Myrzabossynov said.
He stressed that the value of such events should extend beyond the competitions themselves.
“For us, it is important that each such event leaves a practical legacy: gives Kazakh athletes the opportunity to compete at home against the strongest opponents, improves the qualifications of specialists, contributes to infrastructure development and promotes event tourism,” he said.
The country plans to host around 20 major international competitions at world and continental level in 2026. Astana is expected to host six world championships and the 51st UEFA Congress in 2027.
The economic significance goes beyond ticket sales. International events bring athletes, officials, fans and media, generating demand for hotels, restaurants, transportation and other services. They can also provide international exposure for a destination that might otherwise struggle to reach foreign audiences.
Germany offers a test of Kazakhstan’s tourism ambitions
Astana hosted the DRV Destination Forum 2026 on Aug. 26, bringing nearly 130 participants to Kazakhstan, including 69 representatives of German tour operators, travel agencies, industry associations and specialized media.
“Germany is one of Kazakhstan’s strategically important tourism markets. We are seeing sustained growth in tourist flows and are interested in further expanding practical cooperation with the German tourism business,” Tulebayev said.
“Our task is to move from general promotion of Kazakhstan to the joint development and promotion of specific tourism products, the development of B2B ties and the formation of long-term partnerships between companies from the two countries,” he added.
DRV represents more than 3,000 German tourism companies, accounting for about 90% of organized tourist trips in Germany. According to DRV estimates, such initiatives could increase German tourist arrivals to Kazakhstan by 25% next year, followed by further annual growth.
Adventure tourism requires internationally recognized safety practices and qualified guides. Remote destinations need roads, accommodation and emergency services. International events require hotels, transportation capacity and venues. And foreign tour operators need predictable logistics and commercially viable tourism packages.
The recent agreements suggest that Kazakhstan is beginning to address these elements simultaneously rather than treating tourism promotion as a standalone task.
