How is the tourism industry developing?

Chairman of the Tourism Industry Committee under the Presidium of the Atameken National Chamber of Entrepreneurs Yulia Yakupbaeva shared her opinion on what needs to be done for the further growth of this area in the Republic of Kazakhstan

“Tourism should become one of the profitable types of business that has a multiplier effect for all stakeholders - the state, business and workers,” said First Deputy Prime Minister Roman Sklyar, speaking at the board of the Ministry of Tourism and Sports in February 2024. In his opinion, work in the regions is being carried out at an insufficient pace, and the main issue is the disinterest of akimats and the lack of proper funding. Chairman of the Tourism Industry Committee under the Presidium of the Atameken National Chamber of Entrepreneurs Yulia Yakupbaeva spoke about how the tourism sector is developing in Kazakhstan, and also shared her opinion on what needs to be done for its further growth.

- Julia, tell us what trends exist in the tourism industry? How is the global tourism community adjusting to these changes?

- Like any field, tourism, naturally, develops and undergoes changes. COVID has had a big impact on the current industry picture. Many people became interested in domestic tourism instead of outbound tourism. Business opportunities have expanded. Information on networks about the presence of new places of attraction has become much more accessible, and a culture of reviews and quasi-ratings has formed.

In these conditions, it has become easier for many tourists to plan their tours on their own, without adjusting to existing tour operator programs. Applications have emerged that make it possible to find a tour almost anywhere in the world, and competition for tourists has appeared. The line of tours itself has expanded: there are quite a lot of destinations that offer not only sightseeing, but also a game format, quests, gastro tours, agricultural tours, tours for children, immersive theater and so on.

Against the backdrop of overtourism (oversaturation with an excessive flow of tourists - Ed.) in the most visited locations, many guests want a relaxing holiday in a beautiful, comfortable environment. Demand for ecotourism is also growing.

In these conditions, the tourism community has to actively master digitalization: from the formation of a tourism product to its promotion and communication with clients. There are new global and local players emerging. The winners will be those business entities that approach the issue as flexibly as possible and will be able to create a kind of “designers” of good quality tours for any request.

- Is there a trend towards inclusivity in the tourism sector of the Republic of Kazakhstan (for tourists with special needs)? Is there any work being carried out in this direction?

- Unfortunately, I cannot say that there is a trend towards inclusivity in Kazakhstan. Not only in tourism, but in infrastructure in general. Yes, there is already progress in this direction: the standards “Tourism Services for People with Disabilities” have been approved. General requirements” and “Accessible accommodation places (facilities) for tourists with disabilities. General requirements". However, in order for the infrastructure to become truly accessible for tourists with special needs, much more effort is required from both business and the government.

I think a good driver for this work would be the “Best Living Space” award, which we want to organize together with the Green Urban community.

- What measures of state support for the tourism sector exist in Kazakhstan? How would you rate their effectiveness?

- Entrepreneurs are provided with reimbursement of part of the costs in several areas: for the construction and reconstruction of tourist facilities, as well as roadside service facilities, the maintenance of sanitary hygienic units (SGU), the purchase of tourist-class transport or ski equipment. Subsidies are provided for tour operators for each imported tourist (foreign tourist - Ed.).

The most popular of these measures are subsidies for tour operators and the maintenance of SGUs. As for the construction and reconstruction of facilities, the proposed 10% does not stimulate business very much, since the payment is delayed in time, construction costs are significant, and the payback period is long.

In addition, there are measures that are not aimed at supporting business entities directly, but are intended to encourage citizens of Kazakhstan to travel within the country and stay in hotels. For example, a free flight for children under the Kids Go Free program.

We are currently working together with MTS (Ministry of Tourism and Sports - Ed.) to increase the effectiveness of the existing set of support measures.                             

- In February 2024, First Deputy Prime Minister Roman Sklyar instructed the akimats to formulate Roadmaps for the development of tourist facilities. Have you had any experience preparing such maps? What should be in them first of all, in your opinion?

- Honestly, I am very grateful to Roman Vasilievich for such an assignment. For several years now, we have been raising the issue of the need for annual inventories of popular tourist routes to determine their readiness for the season. The work is being carried out with the participation of business and the RPP (regional chambers of entrepreneurs - Ed.). A number of local executive bodies (local executive bodies - Ed.) are making contact, and the relevant ministry also supports us. Based on the results of the inventory, a Road Map (RM) is made. For example, we agreed on such a map for Lake Alakol.

DC is a mutual agreement to resolve jointly defined issues within a clearly established timeframe. For three years in a row we signed Roadmaps together with MTS and the national. Kazakh Tourism company. There is experience in concluding a Road Map with the Ministry of Environment.

From experience I can say that the DC includes several of the most pressing issues in a number of sections. If necessary, these may include legislative changes, issues of creating conditions for the development and promotion of tourism products, and always infrastructural problems. Infrastructure is the main condition for a good tourism product, staffing issues and many other pressing tasks. We always create our maps based on requests and signals from the business community. We report to the business on the execution of these DCs.

I hope that the instructions of the First Deputy Prime Minister will also be implemented with our participation. We always have material and offers from businesses.

- What do you think needs to be developed in the tourism industry first of all?

- Several years ago, we raised the issue of the need to introduce a 5A destination rating, which is a clear guideline for tourists from eastern countries. In particular, if we identify guests from China and South Korea as one of the main target audiences of tourists in our country, then the 5A system is very widespread among them and is used to evaluate not only hotels and restaurants, but also attractions. This would improve the quality of service, which is talked about so much today.

It is also important to work to improve transport accessibility of destinations (air, railway, auto), and to put airports, train stations and bus stations in order.

Everything related to sustainable development, environmental friendliness, and green development is becoming increasingly popular in the world. And Kazakhstan cannot stand aside here. What should entrepreneurs and the state do? We need to work on using “clean” transport, while the transport fleet in Kazakhstan is now worn out. It is necessary to expand the practice of building trails in national parks and other popular destinations. Work with the problem of garbage and provide food infrastructure.

To develop sustainable tourism, it is also necessary to more actively involve the local community, thereby creating jobs and additional income directly in tourist destinations. We are actively working with the Ministry of Environment within the framework of a joint Roadmap, but there are many more players in this issue.

In general, tourists are no longer uncommon in the republic. They want to expand their impressions, discover Kazakhstan, and this is a big plus that needs to be used. Following the example of other countries, we need to create a system of incentives for the development of new interesting tourist routes and tourism products, the formation of design codes for cities and their souvenir line. This should be a comprehensive program, including incentive and motivational measures for companies that develop a variety of tours (ethnic, eco, agro, technological, production, industrial, gastro, rural and others). In this form, tourism will truly become a driver for the involvement of small and medium-sized businesses and regions.

- Roman Sklyar also recalled that, on behalf of the head of state, the Concept for the development of the tourism industry of the Republic of Kazakhstan for 2023-2029 was approved, which provides for an increase in employment in the industry to 800 thousand people by 2029. How realistic do you think this is?

- As of January 2024, 501,623 people are employed in the tourism industry. Their number is growing every year, just like other indicators. It should be noted that in this area there are also seasonal employees who work in the locations of seasonal resort areas: Alakol, Balkhash and so on.

Although the number of foreign tourists is growing, as well as the level of mobility of the population of Kazakhstan, I think that the target indicators for the number of employed people included in the Concept by 2029 will most likely be achieved.                                                

https://kapital.kz/economic/124153/kak-razvivayet-sya-sfera-turizma.html