Kazakh Tourism

What Kazakh Tourism does

Kazakh Tourism (legal name: «Kazakh Tourism» Ұлттық Компаниясы» АҚ / Kazakh Tourism National Company JSC) is a state-owned joint-stock company established by the Government of Kazakhstan and headquartered at Mangilik El Avenue 55/14 in Astana. Founded in 2016 and operating with 11-50 employees, it serves as the country's designated national tourism promotion entity under the supervision of the Ministry of Tourism and Sports. The company does not sell tourism services directly to end travelers; instead, it functions as a national destination marketing and tourism development organization coordinating inbound tourism promotion, industry capacity-building, and cross-border tourism initiatives across Kazakhstan's 14 regions.

The company's core technology assets are a portfolio of digital platforms anchored by qaztourism.kz (corporate hub) and kazakhstan.travel (the unified national tourism portal in Kazakh, Russian, and English), complemented by event.qaztourism.kz (a national events calendar featuring 55 anchor events for 2026) and courses.tourismonline.kz (the Kazakhstan Tourism Online Academy with 31 free courses and 11,000+ certificates issued over five years). Supporting modules include the NeoNomad gastronomy concept, the Kids Go Free state subsidy program, Tourism Analytics services, and Tourism Digitization services. Distribution is executed through international exhibition participation (ITB Berlin, World Travel Market, Arabian Travel Market, IBTM Barcelona, MITT Moscow, Tourism Expo Japan, TT Warsaw), roadshows in Seoul, Dubai, Saudi Arabia and Bahrain, familiarization tours for international tour operators, and media partnerships with global broadcasters including Euronews (400M+ viewers), Hunan TV (1.9B potential audience), Bloomberg, and Guangzhou TV.

The business model is indirect: Kazakh Tourism does not capture direct revenue from tourist flows but is funded by the Kazakhstan state budget to drive tourism services export, which reached $2.6B in 2024 and $1.3B in H1 2026 (+18% YoY). Key B2B customers include international tour operators (Europe, China, South Korea, UAE), MICE agencies from India, China, UAE, and Poland, and the domestic tourism industry. Strategic priorities include the April 2026 Uzbekistan joint tourism space memorandum, expansion of MICE tourism, deepening of Chinese inbound market positioning, and workforce development via the Online Academy. Recent leadership changes include the January 2026 appointment of Talgat Gazizov as Chairman of the Board.

Name

Kazakh Tourism

Legal name

«Kazakh Tourism» Ұлттық Компаниясы» АҚ

Website

https://qaztourism.kz

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

National Tourism Promotion

NAICS

Convention and Visitors Bureaus (561591)

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

akta.pro secondary industry

Tours, Activities & Experiences Booking Marketplaces (THALAFAF)

Keywords

• National tourism promotion
• Destination marketing services
• Inbound tourism facilitation
• Tourism workforce training
• MICE tourism development

Headquarters

HQ city

Astana

HQ country

Kazakhstan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Tourism Services Export: Kazakh Tourism promotes inbound tourism to Kazakhstan, generating foreign currency revenue through international tourist arrivals. The company does not directly charge for services but facilitates tourism revenue that contributes to Kazakhstan's GDP. In 2024, tourism services export reached $2.6 billion USD, with $1.3 billion in first half of 2026 (18% increase YoY). Chinese visitors alone generated $192 million USD (50% growth).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Kazakh Tourism is Kazakhstan's national tourism company that promotes the country as an international tourism destination through destination marketing, industry development, and digital platform services. It coordinates government initiatives and private sector development, runs international exhibition participation, B2B matchmaking events, media collaborations, and operates the unified kazakhstan.travel portal. The company also develops tourism workforce capacity through the Kazakhstan Tourism Online Academy and supports MICE tourism development.

Product overview

Kazakh Tourism National Company JSC operates a unified digital platform ecosystem for Kazakhstan's tourism promotion. The core product is the main website portal (qaztourism.kz), which serves as the corporate and informational hub, complemented by the consumer-facing Kazakhstan.travel portal. The portfolio includes the Events Calendar (event.qaztourism.kz) for annual events promotion, the Online Tourism Academy for professional development, and supporting modules including NeoNomad gastronomic concept, Kids Go Free subsidy program, Tourism Analytics, and Tourism Digitization services.

Differentiator

Problem solved

Functional benefit

Brands

• NeoNomad: A modern Kazakh cuisine and lifestyle tourism concept promoted internationally to position Kazakhstan as a gastronomic destination. Featured in international media including Italian publications such as 'Cook' (part of Corriere della Sera) and the 'Neo Nomad' editorial series.

Products and services

• Kazakhstan.travel Unified Tourism Portal

Quantifiable outcome

• Tourism services export reached $2.6 billion USD in 2024
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered flagship, major, core and minor.

• Uzbekistan National PR CenterflagshipStrategic or Co-development Partner · 23 April 2026Kazakh Tourism and Uzbekistan's National PR Center signed a memorandum of cooperation to create a joint tourism space between Kazakhstan and Uzbekistan. This partnership aims to promote both countries as combined travel destinations and facilitate cross-border tourism development along the Silk Road.
• BloombergflagshipGTM or Marketing PartnerBloomberg featured Kazakhstan (Almaty) among its top 25 global travel destinations for 2026. This international media coverage provides significant visibility for Kazakhstan as a tourism destination to Bloomberg's global business audience.
• EuronewsflagshipGTM or Marketing PartnerEuronews produced the 'Modern Nomads' program showcasing Kazakhstan's winter tourism potential, including Shymbulak ski resort and Almaty mountain cluster. The program aired in 11 languages across 160+ countries to an audience of 400+ million viewers.
• Hunan Broadcasting SystemflagshipGTM or Marketing PartnerHunan TV (China) produced 'Voice Beyond Horizon' international music project featuring Dimash Kudaibergen, with filming across Kazakhstan's tourism locations. Premiere aired on Hunan TV (1.9+ billion potential audience) and Mango TV digital platform.
• Guangzhou Radio and TelevisionmajorGTM or Marketing PartnerGuangzhou Radio and Television is filming the 'Make Friends in the Silk Road' international project in Kazakhstan. The documentary travel show format will showcase Kazakhstan-China tourism and cultural connections to Chinese audiences.
• MICE Agencies from India, China, UAE, and PolandmajorStrategic or Co-development PartnerKazakh Tourism organized information tours and B2B workshops for MICE agencies from India, China, UAE, and Poland to develop business tourism in Kazakhstan. The program included visits to Astana and Almaty, showcasing MICE infrastructure.
• Visit AlmatycoreStrategic or Co-development PartnerRegional tourism bureau partnership for promoting Almaty region as a tourism destination, including joint media projects and exhibition participation.
• Tourism and Sports Ministry of KazakhstancoreStrategic or Co-development PartnerGovernment ministry partnership for organizing international media projects and tourism promotion initiatives.
• Culture and Information Ministry of KazakhstancoreStrategic or Co-development PartnerGovernment ministry partnership supporting international media projects and cultural tourism promotion.
• Sponsors: Qarmet, Kazakhmys, Altyn Almas, Nurlan Smagulov FoundationminorGTM or Marketing PartnerCorporate sponsors supporting international media projects including the Voice Beyond Horizon production featuring Dimash Kudaibergen.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Tripadvisor: Global travel content and discovery platform addressing the same international leisure traveler audience that Kazakh Tourism targets through earned-media and OTA distribution partnerships; serves as both an indirect comparator and a content distribution channel for destination awareness.
• Singapore Tourism Board: Mature national tourism board operating unified digital platforms, MICE bidding, and global brand campaigns; represents the 'gold standard' destination-marketing model that Kazakh Tourism's platform stack (kazakhstan.travel, event calendar, academy) is structurally converging toward.
• Tourism New Zealand: Long-established national tourism organization with similar mandate of international destination promotion via media partnerships, unified national portal, and industry capability building — a comparable organizational archetype though operating at much higher maturity and budget.
• Visit Dubai (Dubai Department of Economy and Tourism): Well-funded national/regional destination marketing organization with a far larger budget and global brand footprint; comparable mandate of attracting international visitors, running media partnerships, and operating a unified destination portal, but at materially greater scale.
• Tourism Authority of Thailand: Established Asian national tourism organization with a global marketing remit targeting similar source markets (China, Russia, India, Europe, Gulf) and operating international exhibition pavilions, fam trips, and MICE development programs comparable to Kazakh Tourism's playbook.

Direct peers

• Georgian National Tourism Administration: State tourism administration for Georgia, a comparable emerging-market national DMO pursuing destination awareness in Europe, China, and the Gulf with similar visa liberalization and Silk Road-adjacent positioning.
• Azerbaijan Tourism Board: National tourism promotion organization of Azerbaijan, a comparable state-led DMO operating along the Silk Road corridor with similar mandate to position a Caspian/Central Asian destination to international source markets (China, Russia, Gulf, Europe).
• Tourism Committee of Uzbekistan: Uzbekistan's national tourism authority and Kazakh Tourism's 2026 MOU partner; both organizations pursue Silk Road corridor positioning, visa-free expansion, and cross-border tourism integration between Kazakhstan and Uzbekistan.

Emerging players

• GetYourGuide: Major European-headquartered tours and experiences marketplace and explicit distribution partner of Kazakh Tourism; comparable in monetizing the tours/activities demand layer that the unified portal drives toward international visitors.
• Viator (a Tripadvisor company): Global tours, activities and experiences marketplace that is explicitly listed as a distribution partner for Kazakh Tourism; comparable in addressing the tours/attractions booking layer that supports inbound visitor demand for Kazakhstan.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/qazaqtourism
• Instagraminstagram.com/kazakhtourism
• LinkedInlinkedin.com/company/kazakh-tourism

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kazakh Tourism