Almaty successfully hosted the second information tour of 2025 for Chinese travel agents
In the heart of Central Asia, Almaty has been strengthening its position as a key tourist destination, particularly among Chinese travellers. The city has established direct air connections with several major Chinese cities, including Beijing, Shanghai, Guangzhou, Urumqi, Xi'an, Hangzhou, Sanya, and Yining.
Recently, the Almaty city tourism department organized an information tour to showcase the city's natural, cultural, and culinary attractions to representatives from leading tourism companies in Beijing and Guangzhou. Over five days, the visitors were given a comprehensive overview of the Almaty agglomeration, which included visits to tourist sites and master classes in Kazakh cuisine and show programs.
The tour seemed to have a positive impact, as Almaty was promptly included in the tour packages of Chinese companies. This was evident in the first quarter of 2025, when Almaty received 20,952 Chinese tourists, marking a 39.3% increase from the same period the previous year.
While there is no direct data on an increase in Chinese tourists to Almaty in Q1 2025, the regional surge in Chinese travel and the planned new air routes to Almaty are positive indicators. For instance, Etihad Airways announced a new flight route to Almaty, starting March 2026, which could enhance tourism to the city from markets connected via the UAE, potentially including China.
Moreover, the broader rebound and growth of Chinese outbound tourism in the region are evident. For example, there was a 48.2% surge in Chinese tourists to Cambodia in early 2025, indicating a growing trend.
In terms of marketing strategies, cities targeting Chinese tourists often focus on enhancing direct flight connections and visa facilitation, digital marketing on popular Chinese platforms like WeChat and Weibo, collaborations with Chinese travel agencies and influencers, and highlighting cultural, natural, and shopping attractions aligned with Chinese interests. The upcoming Etihad Airways route suggests that improving air connectivity will be a crucial part of such strategies for Almaty.
The success of the initial information tour led to a second tour from July 2 to 6, 2025. This event aimed to promote the tourist potential of Almaty on the international stage and strengthen business ties with the Chinese market. Following the visit, 15 memorandums of cooperation were signed with Kazakhstani tour operators.
As a result, Almaty continues to solidify its standing as one of the key destinations in Central Asia, with China consistently ranking among the top three countries in terms of the number of foreign visitors to the city. The sustained growth in tourist traffic underscores the high potential of the direction and the relevance of developing direct cooperation with Chinese tour operators.
The Almaty city tourism department organized an information tour to showcase the city's lifestyle, cultural, and culinary attractions to representatives from leading tourism companies in Beijing and Guangzhou, contributing to the increase in Chinese travelers visiting Almaty. Due to this tour and the successful business ties established, Almaty continues to attract Chinese tourists, reinforcing its position as a key tourist destination in Central Asia.
