Unlocking Kazakhstan, the next frontier for EU tourism
Kazakhstan's tourism sector is gaining momentum. In 2024, the country attracted 15.3 million international visitors alongside 10.5 million domestic travellers, marking a significant year for the industry.
Spending by foreign tourists reached over $2.6 billion, according to figures from the Tourism Industry Committee. Visitors from China, Germany, Türkiye and South Korea contributed substantially, with German tourists alone spending $56 million.
At the same time, revenue within the formal Travel and Tourism market – which includes hotels, holiday packages and online bookings – is projected to reach $1.09 billion in 2025, growing steadily to $1.37 billion by 2029.
While the $2.6 billion figure captures total spending across the entire economy, including shopping, food and transport, the market revenue projections reflect earnings within specific commercial tourism services. Together, these figures signal a robust and expanding sector with strong growth prospects.
Why Kazakhstan?
The country's appeal for European tourists lies in its diverse natural environments – from deserts and steppes to snow-capped mountains – and distinctive cultural heritage, including the legacy of the Silk Road and nomadic traditions.
Trekking, horseback riding and culinary exploration are growing niches. There is also a rising interest in eco and agro-tourism, supported by expanded access to 14 national parks, which saw 2.8 million visitors in 2024, an 18 per cent year-on-year increase.
Emerging destinations are also being developed to meet this growing demand. One notable example is Baikonur, the site of the world's oldest spaceport, from which Yuri Gagarin was launched into orbit in 1961.
A new initiative by the Kazakh Tourism National Company aims to transform Baikonur into a hub for scientific and industrial tourism, combining Cold War-era space history with inter-launch tours and museum experiences.
Inclusive tourism is also gaining traction, with plans to develop nationwide networks of resorts tailored for families and children with special needs, especially in the Almaty mountain cluster.
Visa access and opportunities
The EU currently requires Schengen visas for Kazakh citizens entering the bloc, while citizens of all member states can visit Kazakhstan visa-free for up to 30 days.
In 2024, nearly 180,000 Kazakh nationals applied for Schengen visas, with Germany the top destination. The rising demand could open the door to more reciprocal visa agreements or relaxed visa conditions between Kazakhstan and the EU.
The Neo Nomad Visa, designed for remote workers and digital nomads, is already easing access for certain travellers.
Digital, sustainable, local
Kazakhstan is investing heavily in digital platforms such as the SafeTravel.kz app, which offers real-time safety information and direct communication with law enforcement. Almaty's SuperApp enables tourists to book attractions, plan routes and explore destinations via virtual reality.
Sustainability is a cornerstone of Kazakhstan's tourism policy. A new national ecotourism standard, developed in collaboration with the United Nations Development Programme (UNDP), has been in effect since June. It focuses on energy efficiency, biodiversity protection and waste management, following global best practices.
In remote regions like Katon-Karagay and Turkistan, much like in Europe, local communities are promoting tourism efforts through eco-villages, designated trails and smart visitor management systems to prevent overtourism while preserving cultural and natural heritage.
Challenges, achievements and outlook
Despite significant progress, challenges remain. Infrastructure gaps – particularly in rural areas – limit access and comfort for visitors. Issues such as poor road quality, limited Wi-Fi, inadequate sanitation and lack of cashless payment systems can undermine the tourist experience
Another challenge is the shortage of qualified tour guides, especially in regions with strong tourism potential. Although training programmes are expanding, further investment is needed to meet demand.
While online booking services are becoming widespread, many small businesses still lack the capacity to engage fully with the digital economy, despite projections that 82 per cent of tourism revenue will come from digital platforms by 2029.
Despite challenges, the government's strategy is delivering results: tax revenues from tourism are growing by 25 per cent annually, and the sector employs over 500,000 people.
Strategic partnerships with EU companies, promotion of lesser-known destinations and a clear regulatory framework are helping Kazakhstan diversify its economy.
Situated at the crossroads of Europe and Asia, Kazakhstan's visa liberalisation policies and investment in modern infrastructure enhance its appeal to European travellers seeking unique, sustainable experiences.
As tourism becomes central to Kazakhstan's international identity, opportunities for deeper cooperation with the EU – both as a source of visitors and a partner in sustainable development – are set to increase.
[Edited By Brian Maguire | Euractiv's Advocacy Lab ]
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