On 27 February 2026, the Embassy of the Republic of Kazakhstan in the Kingdom of Belgium hosted a high\u2011level presentation of Kazakhstan\u2019s tourism potential in Brussels. The event brought together more than twenty Belgian travel companies, representatives of major tourism stakeholders, and Kazakh tour operators who travelled from Almaty, reflecting the growing importance of direct engagement with the European market.<\/p>\n
The initiative aimed to build concrete business\u2011to\u2011business cooperation, foster long\u2011term partnerships between Belgian and Kazakh tourism professionals, and support the integration of Kazakhstan as a regular and sustainable destination in the catalogues of Belgian tour operators for upcoming tourism seasons. The event also served as a platform to present Kazakhstan not only as an emerging destination, but as a diverse, accessible, and competitive tourism market capable of meeting the expectations of European travellers.<\/p>\n
The presentation was organised with the support of the national tourism company Kazakh Tourism, Amina K\u00f6kten from the Brussels office of Turkish Airlines, and Derya Soysal, Kazakh Tourism Ambassador in Belgium, who actively contributes to strengthening tourism and cultural ties between Kazakhstan and the Benelux region. The programme included structured B2B meetings, networking sessions, and substantive negotiations between tour operators from both countries, allowing participants to explore concrete cooperation opportunities and tailored tourism products.<\/p>\n
Ambassador\u2019s remarks<\/strong><\/p>\n Opening the event, H.E. Roman Vassilenko, Ambassador of the Republic of Kazakhstan to the Kingdom of Belgium, highlighted the strategic and practical nature of the meeting:<\/p>\n \u201cToday\u2019s meeting is of a practical nature. We are interested in seeing Kazakhstan become a regular destination in the catalogues of Belgian tour operators. This is about building sustainable partnerships and ensuring a long\u2011term presence in the Benelux market.\u201d<\/em><\/p>\n The Ambassador underlined that tourism plays an increasingly important role in Kazakhstan\u2019s economic diversification, international visibility, and people\u2011to\u2011people diplomacy. As the ninth largest country in the world, strategically located at the crossroads of Europe and Asia, Kazakhstan offers an exceptional combination of vast natural landscapes, rich historical heritage, and cultural diversity. With a population of over 20 million, the country is steadily strengthening its position as a key tourism hub in Eurasia.<\/p>\n Tourism currently contributes 3.3 percent to Kazakhstan\u2019s GDP, and the sector continues to grow dynamically. In 2025, Kazakhstan welcomed 12 million foreign visitors, demonstrating structural growth, improved infrastructure, and increasing international confidence in the destination. This growth reflects sustained investments in connectivity, hospitality services, and destination branding.<\/p>\n During the presentation, the Kazakh side showcased a broad spectrum of tourism opportunities, including eco\u2011tourism, cultural and educational tourism, adventure tourism, and nature\u2011based experiences, as well as bespoke offers for premium small groups and individual travellers. Particular emphasis was placed on customised itineraries, less\u2011explored natural destinations, and combined regional tours, allowing visitors to experience multiple regions and landscapes within a single journey.<\/p>\n According to official statistics for 2025, 6,182 crossings of Kazakhstan\u2019s state border by Belgian citizens were recorded, representing a 15 percent increase compared to 2024. This positive trend confirms the growing interest of Belgian travellers in Kazakhstan and underlines the strong potential for further expansion of tourism cooperation between Kazakhstan and the Benelux countries.<\/p>\n It was also recalled that Kazakhstan currently maintains visa\u2011free arrangements with 87 countries. Citizens of all European Union member states, as well as all OECD countries, can travel to Kazakhstan visa\u2011free for up to 30 days, significantly facilitating travel planning for European tourists and positioning Kazakhstan as one of the most accessible destinations in Central Asia.<\/p>\n In terms of inbound tourism, the top ten source countries in 2024 were Russia, China, India, T\u00fcrkiye, the United States, Uzbekistan, Germany, South Korea, Great Britain, and the United Arab Emirates, reflecting Kazakhstan\u2019s balanced appeal across European, Asian, and Middle Eastern markets.<\/p>\n Global Media Visibility and International Recognition<\/p>\n Kazakhstan\u2019s rising profile is further reinforced through international media exposure and global cultural projects. World Magazine<\/em> dedicated a special February\u2013March edition to Kazakhstan, highlighting its landscapes, cities, and tourism experiences. Additionally, the new season of the popular French television programme \u201cP\u00e9kin Express: The Ice Route\u201d, filmed in several regions of Kazakhstan, is broadcast in prime time and attracts more than three million viewers, significantly boosting awareness of Kazakhstan among Francophone audiences.<\/p>\n Further international attention comes from the Chinese documentary series \u201cBond with China\u201d on CCTV\u20114<\/strong>, which devoted three episodes to Kazakhstan, as well as from prestigious travel publications such as Cond\u00e9 Nast Traveler, which published multiple articles on the country. According to The New York Times, Almaty was ranked among the Top 52 destinations to visit, while India Today named Kazakhstan the leading destination for Indian travellers. Bloomberg identified Almaty as a top destination for 2026, Cond\u00e9 Nast Traveler<\/strong> ranked Kazakhstan among the top five ski destinations worldwide, and Vogue included the country among the best travel destinations of 2025. In October 2025, Almaty received an award from the Global Tourism Forum<\/strong>, while leading European media such as Le Figaro, The Telegraph, and The Guardian <\/strong>highlighted Kazakhstan as a fast\u2011growing and highly promising destination.<\/p>\n Kazakhstan\u2019s progress is also reflected in international benchmarks. In the World Economic Forum\u2019s Travel and Tourism Development Index, the country rose from 66th place in 2021 to 52nd in 2024, confirming sustained improvements in tourism infrastructure, safety, and competitiveness. Visitor numbers from the Benelux region continue to show recovery and strong growth potential. In 2025, Kazakhstan welcomed 8,394 visitors from the Netherlands, 6,182 from Belgium, and 277 from Luxembourg, according to data from the Border Service of the National Security Committee.<\/p>\n A dedicated presentation was delivered by Kompas DMC, one of Kazakhstan\u2019s leading destination management companies specialising in inbound, outbound, and domestic tourism. Alina Gayntdinova underlined Kazakhstan\u2019s increasing relevance for European travel agencies and noted that the country attracts more than 10 million tourists annually, thanks to its scale, diversity, and growing international connectivity.<\/p>\n Kazakhstan\u2019s unique geographic and cultural diversity was further highlighted by Gulgaisha Kassenkhanova, Director of Turan Asia LLP, who explained how the country can offer highly diversified tourism products tailored specifically to Benelux travellers. Interest from the Benelux market is steadily increasing, supported by improving air connectivity. Kazakhstan is connected to more than 30 countries through over 140 international routes, including direct flights from Amsterdam to Atyrau, <\/strong>as well as convenient indirect connections operated by Turkish Airlines, Lufthansa, LOT Polish Airlines, SCAT Airlines, and other international carriers.<\/p>\n Several flagship destinations were presented in detail.<\/p>\n <\/p>\n From adventure tourism and eco\u2011tourism to cultural and historical heritage, mountain and urban tourism, bleisure travel, and premium niche experiences, Kazakhstan\u2014 as the ninth largest country in the world\u2014offers an exceptional range of tourism opportunities. The Brussels presentation clearly demonstrated that Kazakhstan is no longer an emerging destination alone, but a comprehensive, competitive, and future\u2011oriented tourism partner for the Belgian and Benelux markets.<\/p>\n <\/p>\n SOURCE<\/p>\n <\/p>\nImproved Rankings and Benelux Visitor Statistics<\/strong><\/h2>\n
From the Steppe to the City: Why Kazakhstan Is Capturing the Attention of European Travellers<\/strong><\/h3>\n
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