Kazakhstan Tourism to focus on Indian families, MICE and business travellers

Ainura Zhumatayeva, Head of the international markets department, Kazakh Tourism National Company JSC.

Ainura Zhumatayeva, Head of International Markets Department in Kazakhstan Tourism Board

Following the nearly three-fold growth in Indian visitors in 2023, Kazakhstan Tourism organised a roadshow in Mumbai to maintain the growth. On the sidelines of the roadshow, Ainura Zhumatayeva, Head of International Markets Department in Kazakhstan Tourism Board, tells India Outbound that one of the focus segments for her in India would be Indian families which offer a great potential to grow the market further.

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How has the Indian market for Kazakhstan grown?

The number of arrivals from the Indian market have risen almost three times, from about 28,000 people in 2022 to 77,000 in 2023. So it is great news for us. And we will start our promotion among Indian travellers. It is a mixed approach with digital marketing campaigns, communication and interactions with travel professionals and participation in travel fairs like SATTE and OTM.

Beyond Almaty and Astana, how do you see the development of other parts of Kazakhstan?

A large turnout of Indian tour operators for the Kazakh roadshow in Mumbai

So Almaty is the most popular destination for Indian travellers and we already have a diversity of cuisine there and in Astana as well. And our first initiative is to make that food available in other regions. We have Shymkent, which is a part of the Silk Road. They have not only Central Asian cuisine but also vegetarian options as well as Georgian, Russian or Ukrainian culinary options. And our first priority is trying to make the food, suitable for vegetarian Indian travellers, available in other regions.

Are you looking to promote Kazakhstan in other Indian cities?

Before we begin promotions, the first thing is to see whether we have direct flights from these cities in India to Kazakhstan. Right now, it is only Delhi, from where you have daily direct flights operated by Air Astana and IndiGo. And the second reason is that we have visa-free trips of up to 14 days. But if in some time Air Astana starts direct flights from Mumbai to Almaty, then we will come back again.

Which segment of travellers are your targets in India?

Not only solo travellers, but also families. I think families have a great potential and they have the money to spend. We are also looking to promote Kazakhstan as a MICE destination, so MICE and business travellers are also our target audience.

How are you promoting new parts of Kazakhstan in India?

Over the past couple of years, we have invited a number of media representatives, bloggers, travel agents and also influencers not only from travel industry but also other sectors from India.