ALMATY: A NEW TOURISM HUB OF CENTRAL ASIA AND A GROWTH POINT FOR GLOBAL TRAVEL

IN 2025, ALMATY FIRMLY ESTABLISHED ITSELF AS A LEADING TOURIST DESTINATION IN CENTRAL ASIA, CONFIDENTLY ADVANCING TO A NEW LEVEL OF INTERNATIONAL POSITIONING.

The city was included in the top 25 global destinations by international media, while the dynamics of key indicators confirm its steady growth and increasing attractiveness to travelers from around the world.

Today, Almaty is evolving into a fully-fledged regional tourism hub, combining natural assets, modern infrastructure, and the active development of event and business tourism.

Growing Interest and Tourist Flow

Throughout 2025, Almaty demonstrated significant growth across all key segments of the tourism industry. Search queries for the city increased by 1.5 times, while international passenger traffic grew by 17%. The city confidently secured a leading position in the region in terms of air connectivity, strengthening its role as a major transportation hub in Central Asia. One of the main growth drivers has been the Asian market. China accounted for 26% of the total tourist flow, confirming the effectiveness of the eastern development strategy.

Almaty in the Context of Global Tourism Trends

The development of tourism in Almaty is taking place against the backdrop of global recovery and transformation of the industry. According to international analytical organizations, tourism’s contribution to global GDP has already reached 10%, and by 2034 it is expected to grow to 11%, with the total market value reaching up to $16 trillion.

Central Asia stands out as one of the fastest-growing regions in the world, with projected growth rates exceeding the global average. Almaty plays a key role in this process, acting as the main center of attraction for tourist flows.

Global trends shaping the industry closely align with Almaty’s strengths. These include the growth of the middle class in Asia, increased demand for eco-tourism and active recreation, the expansion of niche segments such as event and MICE tourism, as well as the digitalization of tourism services. Almaty is successfully adapting to these changes, offering a combination of natural landscapes, cultural heritage, and modern digital solutions.

Nature and Experiences as the Core of the Tourism Product

A key factor in Almaty’s appeal remains its unique natural environment. Approximately 80% of tourist interest is linked to outdoor activities and natural sites, including mountain routes, national parks, and year-round resorts.

The development of the Almaty Mountain Cluster is becoming a strategic direction, forming the foundation for sustainable growth in eco-tourism, adventure tourism, and wellness sector. These segments demonstrate strong global growth and open up additional opportunities to expand the city’s tourism offering. At the same time, interest in cultural and gastronomic tourism is increasing, allowing Almaty to develop a more complex and multi-layered tourism product.

Event Tourism as a Driver of Economic Impact

The year 2025 became a turning point for Almaty in terms of event tourism development. Over the course of the year, the city hosted more than 11 events of global scale, significantly enhancing its international visibility.

Key events included international sports matches, such as the “Kairat vs. Real Madrid” game, concerts by global stars including Jennifer Lopez and the Backstreet Boys, as well as international festivals like ALACRAFT 2025, which brought together artisans from 15 countries.

Analysis of transaction data shows that individual events have a direct impact on the city’s economy. During major events, including the “Kairat vs. Real Madrid” match, tourist spending increased by up to 16%, confirming the potential of event tourism as a tool for boosting industry revenues.

Additional recognition came with Almaty being awarded the status of “World Craft City,” strengthening its position as a center for ethnocultural and creative tourism.

Infrastructure Development and Service Quality

Alongside the growth in tourist flow, Almaty is actively developing its hospitality infrastructure. The city demonstrates improved service quality and a 14% increase in accommodation satisfaction, reflecting a systematic approach to enhancing the overall tourist experience.

Special attention is being given to the development of the mid-scale accommodation segment, maintaining a balance between affordability and service quality. This makes the city attractive both for mass tourism and for more demanding travelers.

Air connectivity also remains a key factor. Almaty continues to strengthen its position as the largest aviation hub in the region by expanding its international route network and ensuring convenient logistical connections with key markets.

International Promotion and MICE Development

Almaty is actively strengthening its international presence through participation in major tourism and business exhibitions, including ITB, WTM, ITB Asia, IMEX, and IBTM World.

The development of business tourism is becoming one of the priority areas. The city is positioning itself as a promising venue for international events, congresses, and corporate gatherings.

The combination of developed infrastructure, accessibility, and a unique tourism offering enables Almaty to compete with leading regional destinations in the MICE segment.

 Almaty today is not just a tourist destination, but a full-fledged ecosystem of experiences, where world-class natural landscapes, a vibrant events calendar, and growing business activity come together.

The steady growth of key indicators, alignment with global trends, and strategic infrastructure development allow the city to strengthen its position on the global tourism map and shape a new scale of travel in Central Asia.