Brussels, October 20, 2025 — Representatives of the Embassy of the Republic of Kazakhstan in Belgium and the Almaty Tourism Bureau participated in the Global Tourism Forum 2025, which gathered leading figures from the tourism industry, international experts, and business representatives from more than 50 countries. The event served as one of the most significant international platforms for dialogue on the future of sustainable tourism, innovation, and cross-border cooperation in the post-pandemic era.
The forum provided an opportunity for countries to present their latest tourism strategies, exchange experiences, and promote their national destinations on a global scale. For Kazakhstan, this participation reflected its growing visibility and ambition to position itself as a key tourism hub in Central Asia. The Kazakh delegation’s presence symbolized not only national pride but also the country’s commitment to green tourism, cultural diversity, and innovation.
During the World Tourism Awards 2025 ceremony, held as part of the forum, the city of Almaty received a Special Recognition Award for Tourism Innovation and Urban Transformation, highlighting its achievements in sustainable urban development and modern tourism infrastructure. Murager Sauranbay, Minister-Counsellor at the Embassy of Kazakhstan in Belgium and Luxembourg, received the prize on behalf of Kazakhstan, following the selection of Almaty as the winning destination.
“Almaty demonstrates how innovation, sustainability, and smart urban planning can elevate a city to the global tourism stage. Kazakhstan is becoming an increasingly prominent player in the global tourism industry,” said Bulut Bağcı, President of the World Tourism Forum Institute.
At the same ceremony, Mozambique won the award for Best Sustainable Destination, Azerbaijan received Best Culinary Destination for its exquisite and diverse gastronomic traditions, Malaysia was named Best MICE Hotel 2025, and Uzbekistan was honored with the title of Best Cultural Tourism Destination.
This year’s forum also welcomed prominent international participants such as Kubanychbek Omuraliyev, Secretary General of the Organization of Turkic States (OTS); Sherif Fathi Attia, Minister of Tourism and Antiquities of Egypt; Umid Shadiev, Chairman of the Tourism Committee of Uzbekistan; Abulfaz Garayev, Former Minister of Culture and Tourism of Azerbaijan; Dimitris Avramopoulos, Member of the Hellenic Parliament and former EU Commissioner; Jean-Jacques Morin, Group Deputy CEO of Accor; Didier Mazenga Mukanzu, Minister of Tourism of the Democratic Republic of Congo; Shaikha Al Nowais, Secretary-General Elect of the United Nations Tourism; and Ozgul Ozkan Yavuz, Board Member of Turkish Airlines and former Deputy Minister of Culture and Tourism of Türkiye (2019–2023).
Kazakhstan’s Cultural Presence and Almaty’s Rising Popularity
Kazakhstan attracted significant attention at the Global Tourism Forum 2025 through its creative and culturally rich presentation. With the support of the Embassy of Kazakhstan in Brussels, the Kazakh stand featured a traditional Kazakh yurt, symbolizing the country’s nomadic heritage and cultural authenticity. EUreporter served as one of the forum’s sponsors, alongside major partners such as Tourism Malaysia, Eureflect, Euronews, Gulf Observer, and Visit.Brussels. Other participating countries included Uzbekistan, Malaysia, and Azerbaijan, each promoting their unique tourism brands and traditions.
According to Kazinform, 2.3 million tourists visited Almaty in 2024, representing a 14.8% increase compared to the previous year. The city became the most popular region in Kazakhstan among foreign visitors, according to Kazakh Tourism. Moreover, CNN Travel recently included Almaty in its Top 25 Travel Destinations for 2025, describing it as:
“One of those rare cities that truly has it all — great food, thriving nightlife, a fast-growing arts and culture scene, and easy access to some of the world’s most stunning, untouched landscapes, thanks to its position at the base of the Tian Shan mountains.”
Academic research by Zheldibayev et al. (2024) also identifies Almaty as the most popular tourist region in Asia, underscoring its growing global recognition.
Among the most beautiful places to visit in and around Almaty are:
- Big Almaty Lake – A glacial lake at over 2,500 meters above sea level, with turquoise waters surrounded by snow-capped peaks, perfect for hiking and picnics.
- Lake Issyk – A serene mountain lake with historical significance and breathtaking views.
- Charyn Canyon – Often compared to the Grand Canyon, known for its spectacular rock formations and unique hiking trails.
- Shymbulak Ski Resort – A premier destination for winter sports enthusiasts, offering modern slopes and panoramic mountain views.
- Ile-Alatau National Park – A paradise for hikers, wildlife lovers, and photographers.
“Nestled at the foot of the majestic Trans-Ili Alatau mountains, Almaty has long been regarded as Kazakhstan’s cultural and economic heart. Once the nation’s capital, it remains a hub of creativity, modern architecture, and outdoor adventure. The city’s development over the past decade has been marked by an impressive balance between urban innovation and environmental consciousness,” noted António Buscardini from Travel Tomorrow.
The tourism industry in Almaty continues to expand rapidly, supported by substantial investments in accommodation, transport, and urban infrastructure. As Travel and Tour Tomorrow emphasizes, “Almaty’s tourism sector is constantly upgraded to meet the growing demand for high-quality services and modern facilities.”
Beyond Almaty, Kazakhstan offers a variety of other fascinating destinations such as Shymkent, Astana, and Turkistan, each reflecting a unique blend of historical heritage, modern identity, and natural beauty.
Conclusion
Kazakhstan’s participation in the Global Tourism Forum 2025 reflects the country’s steady integration into the global tourism landscape and its commitment to sustainability, innovation, and cultural diplomacy. Through initiatives like the promotion of Almaty as a smart and green tourism hub, and the presentation of traditional symbols such as the Kazakh yurt, Kazakhstan successfully showcases the harmony between modernity and tradition.
As the country continues to invest in infrastructure, hospitality, and international partnerships, it is poised to attract even more visitors in the coming years. Thanks to its soft power — from globally renowned musicians such as Dimash Kudaibergen and Adam Jurek, to its rich cuisine, majestic lakes, and impressive mountain landscapes — Kazakhstan is rapidly emerging as one of the world’s most attractive and dynamic travel destinations. With its ongoing efforts to promote cultural exchange and sustainable tourism, Kazakhstan stands ready to welcome the world with open arms.
BIBLIOGRAPHY
Buscardini, A. (2025, October 13). Almaty hosts first UN Tourism Conference on Women’s Empowerment as Kazakhstan opens to 56 countries. Travel Tomorrow. https://traveltomorrow.com/almaty-hosts-first-un-tourism-conference-on-womens-empowerment-as-kazakhstan-opens-to-56-countries/ [traveltomorrow.com]
CNN TRAVEL (2025, January 1). Best travel destinations to visit in 2025. CNN Travel. https://www.cnn.com/travel/best-destinations-to-visit-2025/
Center for Support of Museum Development. (n.d.). Museum centers and department. Retrieved fromhttps://csmrk.kz/en/museum-centers-and-department/
Kazinform. (2024, January 15). Over 2 mln tourists visited Almaty in 2024. Kazinform News Agency. https://qazinform.com/news/over-2-mln-tourists-visited-almaty-in-2024-8895f5
Omirgazy, D. (2025, January 5). Almaty among CNN Travel’s best places to travel in 2025. The Astana Times.
Club of Mozambique. (2025, October 15). Mozambique wins Best Sustainable Destination at 2025 World Tourism Awards; Cotur named Best Tourism Entrepreneur. https://clubofmozambique.com/news/mozambique-wins-best-sustainable-destination-at-2025-world-tourism-awards-cotur-named-best-tourism-entrepreneur-293865/ [clubofmozambique.com]
Fall in Love with Almaty – https://eureflect.com
Travel and Tour World. (2025, September 19). Kazakhstan’s Almaty boosts tourism with new hotels, transport and infrastructure, positioning the city as top travel destination in Central Asia. https://www.travelandtourworld.com/news/article/kazakhstans-almaty-boosts-tourism-with-new-hotels-transport-and-infrastructure-positioning-the-city-as-top-travel-destination-in-central-asia/ [travelandt…rworld.com]
Almaty Awarded for Tourism Innovation at the Global Tourism Forum 2025 – EurasiaFocusEmbassy of the Republic of Kazakhstan to the Kingdom of Belgium
