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 tourism institutions, and Kazakh tour operators who travelled from Almaty, underlining the growing importance of direct engagement with the European market.
The initiative aimed to build concrete business‑to‑business cooperation, foster sustainable partnerships between Belgian and Kazakh tourism professionals, and support the integration of Kazakhstan as a regular destination in the catalogues of Belgian tour operators for upcoming tourism seasons.
Partners and Programme of the Event
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, professional networking sessions, and substantive negotiations between tour operators from both countries, allowing participants to explore concrete cooperation opportunities and tailor‑made tourism products.
Kazakhstan’s Tourism Vision: Ambassador’s Opening Remarks
Opening the event, H.E. Roman Vassilenko, Ambassador of the Republic of Kazakhstan to the Kingdom of Belgium, emphasised the practical and strategic importance 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 also highlighted tourism as a key pillar of Kazakhstan’s economic diversification, international visibility, and people‑to‑people diplomacy.
Kazakhstan: A Diverse Tourism Destination
As the ninth largest country in the world, strategically located between Europe and Asia, Kazakhstan offers a rare 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 major tourism hub in Eurasia.
Tourism contributes 3.3 percent to Kazakhstan’s GDP, and the sector continues to grow dynamically. In 2025, Kazakhstan welcomed 12 million foreign visitors, reflecting sustained investments in infrastructure, connectivity, and destination branding.
Tourism Products Presented to the Belgian Market
During the presentation, Kazakh tourism stakeholders showcased a wide range of offerings, including:
- Eco‑tourism and nature‑based travel
- Cultural and educational tourism
- Adventure and experiential tourism
- Premium, tailor‑made itineraries for small groups and individual travellers
Particular emphasis was placed on customised programmes, less‑explored natural destinations , and combined regional tours allowing visitors to experience the diversity of Kazakhstan within a single journey.
Growing Interest from Belgium and the Benelux Region
According to official statistics for 2025, 6,182 border crossings 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 highlights strong potential for deeper tourism cooperation.
Kazakhstan maintains visa‑free regimes with 87 countries. Citizens of all EU member states and all OECD countries may travel to Kazakhstan visa‑free for up to 30 days, significantly facilitating travel planning for European tourists.
International Tourism Performance and Key Source Markets
In 2024, Kazakhstan’s top ten source countries for inbound tourism were:
Russia, China, India, Türkiye, the United States, Uzbekistan, Germany, South Korea, Great Britain, and the United Arab Emirates.
This diversity demonstrates Kazakhstan’s balanced appeal across European, Asian, and Middle Eastern markets.
Global Media Visibility and International Recognition
Kazakhstan’s tourism appeal is increasingly reinforced through international media exposure. World Magazine dedicated a special February–March edition to Kazakhstan, while the French TV programme “Pékin Express: The Ice Route”, filmed across several regions of the country, attracts over three million viewers in prime time.
Additional international recognition includes:
- CCTV‑4’s documentary “Bond with China”, featuring three episodes on Kazakhstan
- Condé Nast Traveler articles highlighting Kazakhstan as an emerging destination
- The New York Times, ranking Almaty among the Top 52 destinations worldwide
- Bloomberg, naming Almaty a top destination for 2026
- Vogue, listing Kazakhstan among the best travel destinations of 2025
- Le Figaro, The Telegraph, and The Guardian, all identifying Kazakhstan as a fast‑growing tourism destination
- In October 2025, Almaty also received a prestigious award from the Global Tourism Forum.
Improved Rankings and Benelux Visitor Statistics
Kazakhstan’s progress is reflected in the World Economic Forum Travel and Tourism Development Index, where the country rose from 66th place in 2021 to 52nd place in 2024.
In 2025, Kazakhstan welcomed:
- 8,394 visitors from the Netherlands
- 6,182 from Belgium
- 277 from Luxembourg
These figures confirm a steady recovery and strong growth potential in the Benelux region.
Tour Operator Perspectives: Kompas DMC and Turan Asia LLP
A dedicated presentation by Kompas DMC, one of Kazakhstan’s leading destination management companies, highlighted the country’s relevance for European travel agencies. Alina Gayntdinova noted that Kazakhstan attracts more than 10 million tourists annually, driven by its diversity and expanding connectivity.
Gulgaisha Kassenkhanova, Director of Turan Asia LLP, emphasised Kazakhstan’s ability to offer highly diversified tourism products tailored to Benelux travellers, from cultural discovery to eco‑tourism and premium experiences.
Connectivity and Accessibility for European Travellers
Kazakhstan is connected to more than 30 countries through over 140 international routes. For Benelux travellers, accessibility is ensured through:
- Direct flights from Amsterdam to Atyrau
- Indirect connections via Turkish Airlines, Lufthansa, LOT Polish Airlines, and SCAT Airlines
- This connectivity significantly enhances Kazakhstan’s competitiveness as a long‑haul destination.
Flagship Destinations Across Kazakhstan
Almaty
Kazakhstan’s largest city combines urban dynamism with immediate access to mountains, alpine lakes, and national parks. As the country’s scientific, cultural, financial, and historical centre, Almaty offers some of the most scenic urban landscapes in Central Asia.
Astana
The capital city is Central Asia’s leading destination for international conferences, exhibitions, and incentive travel, offering world‑class MICE infrastructure, innovative architecture, and sustainable venues.
Turkistan
A historic Silk Road city with more than 1,500 years of history, Turkistan is home to the UNESCO‑listed Mausoleum of Khoja Ahmed Yasawi, the ruins of Otrar, and the immersive Karavan Saray complex.
Mangystau and Bozjyra
Western Kazakhstan features dramatic desert landscapes, including Bozjyra on the Ustyurt Plateau, with towering limestone formations rising over 200 metres.
East Kazakhstan and Katon‑Karagai
A flagship eco‑tourism region, East Kazakhstan offers pristine nature, snow‑capped peaks, rivers, and lakes. Katon‑Karagai was included in the Top 100 Green Destinations worldwide in 2023.
Conclusion
From adventure and eco‑tourism to cultural heritage, mountain and urban tourism, bleisure travel, and premium niche experiences, Kazakhstan— as the ninth largest country in the world—offers an exceptional diversity of tourism products.
The Brussels presentation clearly demonstrated that Kazakhstan is no longer merely an emerging destination, but a comprehensive, competitive, and future‑oriented tourism partner for the Belgian and wider Benelux markets.
