On 27 February 2026, the Embassy of the Republic of Kazakhstan in the Kingdom of Belgium hosted a high‑level presentation of Kazakhstan’s 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, Brussels based Medias, reflecting the growing importance of direct engagement with the European market.

The initiative aimed to build concrete business‑to‑business cooperation, foster long‑term 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.

The presentation was organised with the support of the national tourism company Kazakh Tourism, Amina Kökten 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.

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:

“Today’s 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‑term presence in the Benelux market.”

The Ambassador underlined that tourism plays an increasingly important role in Kazakhstan’s economic diversification, international visibility, and people‑to‑people 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.

Tourism currently contributes 3.3 percent to Kazakhstan’s 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.

During the presentation, the Kazakh side showcased a broad spectrum of tourism opportunities, including eco‑tourism, cultural and educational tourism, adventure tourism, and nature‑based experiences, as well as bespoke offers for premium small groups and individual travellers. Particular emphasis was placed on customised itineraries, less‑explored natural destinations, and combined regional tours, allowing visitors to experience multiple regions and landscapes within a single journey.

Improved Rankings and Benelux Visitor Statistics

Kazakhstan’s progress is also reflected in international benchmarks. In the World Economic Forum’s 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.

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.

It was also recalled that Kazakhstan currently maintains visa‑free arrangements with 87 countries. Citizens of all European Union member states, as well as all OECD countries, can travel to Kazakhstan visa‑free 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.

In terms of inbound tourism, the top ten source countries in 2024 were Russia, China, India, Türkiye, the United States, Uzbekistan, Germany, South Korea, Great Britain, and the United Arab Emirates, reflecting Kazakhstan’s balanced appeal across European, Asian, and Middle Eastern markets.

Global Media Visibility and International Recognition

Kazakhstan’s rising profile is further reinforced through international media exposure and global cultural projects. World Magazine dedicated a special February–March edition to Kazakhstan, highlighting its landscapes, cities, and tourism experiences. Additionally, the new season of the popular French television programme “Pékin Express: The Ice Route”, 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.

Further international attention comes from the Chinese documentary series “Bond with China” on CCTV‑4, which devoted three episodes to Kazakhstan, as well as from prestigious travel publications such as Condé 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, Condé Nast Traveler 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, while leading European media such as Le Figaro, The Telegraph, and The Guardian highlighted Kazakhstan as a fast‑growing and highly promising destination.

A dedicated presentation was delivered by Kompas DMC, one of Kazakhstan’s leading destination management companies specialising in inbound, outbound, and domestic tourism. Alina Gayntdinova underlined Kazakhstan’s 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.

From the Steppe to the City: Why Kazakhstan Is Capturing the Attention of European Travellers

Kazakhstan’s 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, as well as convenient indirect connections operated by Turkish Airlines, Lufthansa, LOT Polish Airlines, SCAT Airlines, and other international carriers.

Several flagship destinations were presented in detail.

Almaty, the City at the Foot of the Tien Shan

Almaty, Kazakhstan’s largest city, uniquely combines dynamic urban life with immediate access to mountains, alpine lakes, and natural parks. As the country’s scientific, cultural, historical, industrial, and financial centre, Almaty is often described as offering some of the most scenic urban landscapes in Central Asia.

Astana: Central Asia’s Leading MICE Destination

Astana, the capital city, has established itself as Central Asia’s leading destination for international conferences, exhibitions, and incentive travel, offering world‑class MICE infrastructure, innovative architecture, and sustainable venues.

Turkistan: A Pillar of Kazakhstan’s Historical Heritage

Turkistan, one of the oldest cities in Kazakhstan with a history spanning more than 1,500 years, was presented as a cornerstone of Silk Road tourism. Historically the political and spiritual centre of the Turkic world and the capital of the Kazakh Khanate, Turkistan today attracts visitors to the UNESCO‑listed Mausoleum of Khoja Ahmed Yasawi, the archaeological site of Otrar, and the modern Karavan Saray complex, offering immersive cultural experiences and live performances.

Mangystau: A Strategic Destination of Natural and Geological Heritage

The western region of Mangystau was highlighted for its dramatic desert landscapes, particularly Bozjyra, a striking natural formation on the Ustyurt Plateau, characterised by vast clay deserts, limestone mountains, and rock formations rising over 200 metres. East Kazakhstan and Katon‑Karagai were presented as prime destinations for eco‑tourism and pristine nature, where majestic mountain ranges, powerful rivers, snow‑capped peaks, and crystal‑clear lakes create a rare sense of natural harmony. Katon‑Karagai’s inclusion in the Top 100 Green Destinations list in 2023 further confirms its international recognition.

CONCLUSION

From adventure tourism and eco‑tourism to cultural and historical heritage, mountain and urban tourism, bleisure travel, and premium niche experiences, Kazakhstan— as the ninth largest country in the world—offers 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‑oriented tourism partner for the Belgian and Benelux markets.