1

Promotion of tourism to Kazakhstan in Europe

Ardjan Langedijk Managing director of Kazachstan Reizen

The Netherlands

2

Current SituationKazakhstan is a relatively new country

Most Europeans know little about Kazakhstan

Few Europeans see Kazakhstan as a touristic destination

Very few European tourists in Kazakhstan

3

Who are currently visiting Kazakhstan?

Friends & family of expats

Pioneers: - Middle-aged couples who have travelled all

around the world and travel individually- Young adventurers, often on a budget

4

Is there potential for growth? YES! Growing awareness of Kazakhstan in the world

Growing awareness of tourism potential of Kazakhstan

More competition in international flights to different cities in Kazakhstan

World-wide trend to visit ‘new’ destinations

Abundance of sights, activities and nature

5

What kind of tourism is suitable?Roundtours, nature & culture

Special outdoor activities: trekkings, birding, fishing, hunting, climbing, horse riding etc.

Niche tourism: e.g. Baikanur, Soviet past, Aral Lake

Eco-tourism: homestays

Not suitable: mass-tourism

6

How to grow?Development of local tourism

Improving infrastructure, e.g. more homestays

Strong marketing effort by Kazakhstan

Connecting to suitable partners in many countries

A comprehensive and on-going effort by all stake-holders

7

The Marketing Effort: Branding!Focus on diversity of Kazakhstan

Nomads & Yurts vs Modern AstanaSteppe vs Alpine RegionsSoviet Past vs Silk RoadBaikanur vs Kokpar

Focus on safety of KazakhstanStable countryLiberal country

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International Contacts

What is the goal? To have group tours to different parts of Kazakhstan in the programs, catalogues & websites of tour-operators in many countries

How to achieve this goal?- presence at international tourism exhibitions- invitation of relevant international journalists

and reps of tour operators for positive publicity

9

Peculiarities of KazakhstanPrice level is higher than Europeans expect

Difficulties to rent a car

Every tour holds some surprise and adventure

Your best asset: hospitable people!