Kazakhstan Targets US Travelers in Search of Authentic, Immersive Experiences

The central Asian country of Kazakhstan is witnessing a significant rise in its international arrivals numbers, welcoming more than 7.5 million travelers in the first half of 2025, many of whom crave authentic, immersive experiences.

In part, that growing number can be attributed to the Kazakh government’s introduction of visa liberalization measures, including new visa categories for digital nomads and professionals in late 2024, with plans to expand visa-free access in 2025.

TravelPulse caught up with Daniyel Serzhanuly, Kazakh Tourism’s chairman of the board, to discuss the country’s marketing strategies, the destination’s major selling points for US travelers what type of clients travel advisors should target for trips to the country and more.

How do you foresee the new loosening of visa requirements continuing to boost US tourism numbers?

Since 2017, citizens of the US have benefited from visa-free entry to Kazakhstan for up to 30 days. This policy was initially introduced in 2014 on a pilot basis for 10 countries, including the US, and later expanded permanently in recognition of its effectiveness in facilitating international travel.

What percentage of Kazakhstan arrivals are from the US?

Kazakhstan welcomed approximately 47,000 tourists from the US in 2024, up from 37,300 in 2023, marking a 25.3% increase in serviced visitors year over year.

Significantly, the US now ranks fifth among all countries in terms of tourist arrivals, placing it firmly in the top 10 source markets. This is a strong indication of growing interest from American travelers, driven by business trips (26,907 tourists) and leisure tourism (19,891 tourists).

Although the majority of visits from the US are still related to business, we see this as a strategic opportunity. Our goal is to extend the length of stay by promoting bleisure travel – encouraging business travelers to combine work with cultural exploration, nature experiences or weekend getaways.

What is your marketing strategy to increase tourism numbers from the US?

Our strategy is multifaceted and designed to increase awareness, trust and the desire to visit Kazakhstan through high-impact storytelling, digital engagement and strategic partnerships.

First, we focus heavily on PR and media visibility.

In 2024, episodes of the American travel show “Travel by Dart” were filmed in Almaty and Astana. This show airs on Amazon Prime and global networks, reaching over 400 million viewers worldwide. Additionally, we’ve been featured in prestigious US publications such as “The New York Times,” “Condé Nast Traveler,” “National Geographic Traveler,” “AFAR” and “Travel + Leisure.”

Second, we prioritize press and blog tours. We hosted 14 journalists from the Society of American Travel Writers in Almaty in 2023. Their impressions were published in a 2024 booklet titled “Almaty Through American Eyes,” helping American audiences see the city through a relatable lens.

Third, we engage with key travel platforms and digital ecosystems such as Expedia Group, Lonely Planet, Tiplr and TripAdvisor, making Kazakhstan more visible and accessible to US travelers.

In terms of events and MICE tourism, we continue to build our capacity to host international gatherings. In 2024, Kazakhstan proudly became the first Commonwealth of Independent States country to host the Enactus World Cup, bringing together over 2,000 participants from 33 countries, including the US. In 2026, we will host TBEX, the world’s largest gathering of travel bloggers and content creators, in Almaty. This event alone is expected to attract over 300 top-tier media professionals with a combined audience reach exceeding 300 million.

Altogether, our strategy aims to position Kazakhstan not only as a beautiful and authentic destination but also as a modern, open and welcoming country for American travelers, content creators and business communities alike.

What are some of the destination’s key selling points?

Kazakhstan stands out as an emerging destination with a powerful combination of natural beauty, cultural richness and strategic readiness for international tourism.

Some of our key selling points include rich historical and cultural heritage sites, reflecting its deep historical ties to the Silk Road, nomadic civilization and spiritual traditions of Central Asia.

Visitors can explore ancient cities, petroglyphs, mausoleums and vibrant local customs that offer an immersive cultural experience.

With 14 national parks and countless protected areas, Kazakhstan offers diverse landscapes ranging from alpine lakes and snow-capped peaks to deserts and canyons. This natural wealth provides excellent potential for eco-tourism, adventure tourism and sustainable travel.

In addition, Kazakhstan’s central location in Eurasia makes it a perfect hub for travelers interested in exploring broader Central Asia. Its stability, safety and growing international air connections make it an increasingly attractive alternative for travelers seeking new destinations beyond the traditional tourist trail.

What types of travelers would most enjoy authentic, immersive experiences in Kazakhstan?

Curious, experience-driven travelers who are seeking authentic, lesser-known destinations. Specifically, Kazakhstan appeals to the following segments: Adventure and nature enthusiasts, cultural explorers, content creators and story-seekers, and off-the-beaten-path travelers.

Americans who have already visited Europe or Southeast Asia and now seek less touristy, authentic places with affordable prices, safety and cultural depth will be drawn to Kazakhstan.

How do you promote Kazakhstan to travelers?

We promote Kazakhstan using the “4E” concept of the national tourism product: Eco, Ethno, Events and Entertainment, combined with the country’s appeal across all four seasons.

Eco tourism highlights Kazakhstan’s vast and diverse natural landscapes – from canyons and mountains to steppe and desert. These untouched environments are ideal for hiking, trekking and eco-tourism experiences.

Ethno tourism emphasizes the country’s rich nomadic heritage, traditional crafts, cuisine, music and yurt culture, offering travelers a deep and authentic cultural connection.

Events tourism promotes Kazakhstan’s growing calendar of international and local events – from cultural festivals and sports competitions to major forums and exhibitions.

In terms of Entertainment tourism, Kazakhstan features traditional games like kokpar, modern art scenes, concerts and city life in Almaty and Astana. Kazakhstan offers heritage and modernity in a balanced way.

Kazakhstan is also a year-round destination. Whether it’s summer adventures in the mountains, golden autumn landscapes, spring festivals like Nauryz, or winter skiing in Shymbulak – every season offers something unique.

Combined with visa-free entry, safety and growing air connectivity, Kazakhstan is ready to welcome American travelers in search of authentic, enriching experiences.

This article originally appeared in TravelPulse.

Contact My Journey Begins Travel to plan and book Authentic Immersive Experiences in Kazakhstan.