In recent years, Kazakhstan’s capital, Astana, has experienced a rise in event tourism, a trend underscored by the nation’s tour operators at the China Outbound Travel & Tourism Market (COTTM) and the Astana-Beijing 2024 Roadshow. Held from October 16 to 18 in Beijing, these exhibitions showcased Kazakhstan’s emerging status as a prime destination for event-based travel.
Meiramgul Balgozhina, general director of Empire Travel Qazaqstan, highlighted the significant growth in event tourism, particularly during Kazakhstan’s Tourism Year in China. Event tourism, which focuses on arranging tours around major gatherings such as conferences, exhibitions, and sports competitions, has seen a steady rise in popularity. On October 19, Kazinform reported that international tourists, especially from China, are increasingly drawn to these events, further enhancing Kazakhstan’s appeal as a hub for event-driven travel.
Balgozhina noted the success of sports-related tourism, emphasizing Empire Travel Qazaqstan’s role in organizing tours for the 27th Asian Table Tennis Championships. “We were the official tour operator for this championship and welcomed over 300 Chinese tourists, passionate fans of the sport,” she explained. The influx of Chinese visitors for such events demonstrates China’s growing interest in Kazakhstan’s sporting scene.
The Astana-Beijing Roadshow, which took place in mid-October, featured a strong presence from Kazakh tour operators, travel agencies, and hotels. Through B2B meetings, Kazakh and Chinese businesses explored potential partnerships to promote tourism between the two countries. This initiative aimed to position Kazakhstan as a vibrant destination for event tourism within the Chinese market.
As a result of these efforts, seven cooperation agreements were signed between Kazakh and Chinese tourism companies, paving the way for increased cross-border travel and stronger tourism ties. These partnerships are expected to streamline tour operations and further capitalize on Kazakhstan’s growing allure for both leisure and business travelers.
Astana has also hosted several high-profile events this year, further elevating its international tourism profile. Notable events include the Shanghai Cooperation Organization (SCO) Summit, the fifth World Nomad Games, the Astana Think Tank Forum, and the 27th Asian Table Tennis Championships. These gatherings have brought global attention to the city, reinforcing Astana’s reputation as a key destination for large-scale international events.
This surge in event tourism presents promising opportunities for Kazakhstan, positioning the country as a major player in the global tourism market. As Kazakhstan continues to host significant events, its role in both inbound and outbound tourism is expected to grow, attracting more visitors from around the world, particularly from China.
