INTRO: How would you describe Kazakhstan as a meeting destination if you could only use three words?
Authentic, Diverse, Inspiring.
Q1: Which destination is an inspiring role model to you?
The competition among destinations is fierce, and we draw inspiration from traditional leaders such as Barcelona and Vienna, as well as emerging destinations like Dubai, Singapore, Hong Kong, and Korea. Dubai stands out with its impressive record of making numerous bids within six months, while Hong Kong appoints 100 conference ambassadors, and Singapore and Korea offer excellent support programs for meeting planners. Additionally, we find inspiration in emerging destinations like Bogota and Estonia, which have captured attention with their creative slogans. Kazakhstan is also developing something unique by combining the best practices from various destinations. In line with our commitment to growth and excellence, we launched a Conference Ambassador program two years ago, developed a support program for meeting organisers, host annual familiarisation trips, and actively collaborate with international organisations like ICCA and media platforms to boost our presence in the industry.
Q2: Why should event organisers organise their next conference in Kazakhstan? What makes your destination stand out from the competition?
There are several compelling reasons why event organisers should consider organising their next conference in Kazakhstan. Here are some factors that make Kazakhstan stand out as a destination for conferences and events:
– Strategic Location: Kazakhstan is strategically located at the crossroads of Europe and Asia, making it a convenient meeting point for participants from both regions. It offers excellent connectivity with international flights and modern infrastructure, making it easily accessible for attendees.
– Growing Economy: Kazakhstan boasts a rapidly growing economy, driven by its rich natural resources, diverse industries, and strategic investments. Organising a conference in Kazakhstan provides an opportunity to tap into its vibrant business environment and explore potential collaborations with local companies.
– Modern Facilities and Infrastructure: Major cities in Kazakhstan, such as Astana and Almaty, offer modern conference facilities and venues equipped with state-of-the-art technology. These venues can accommodate events of various sizes, ranging from small meetings to large-scale conferences, ensuring that event organisers have access to world-class facilities.
– Cultural Diversity: Kazakhstan is a culturally diverse country with a blend of various ethnicities and traditions. This diversity adds a unique flavour to conferences and events, allowing participants to experience a rich cultural exchange. Event organisers can incorporate cultural elements into their programs, providing attendees with a memorable and enriching experience.
– Stunning Natural Landscapes: Kazakhstan is renowned for its breathtaking natural landscapes, including mountains, lakes, and vast steppes. This natural beauty can offer event participants opportunities for outdoor activities, team-building exercises, and post-conference leisure options. Destinations like Medeo and Shymbulak mentioned earlier are perfect examples of picturesque locations near Almaty.
– Supportive Government Initiatives: The Kazakh government actively promotes the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry by offering support, incentives, and simplified visa procedures for international conferences and events. This support demonstrates the country’s commitment to hosting successful business gatherings and facilitating a seamless experience for organisers and attendees.
– Cultural Heritage and Sightseeing: Kazakhstan has a rich historical and cultural heritage, with ancient Silk Road routes, UNESCO World Heritage Sites, and traditional nomadic customs. Attendees can explore the country’s historical landmarks, museums, and unique cultural experiences during their visit, adding an extra dimension to their conference experience.
– Safety and Political Stability: Kazakhstan is known for its political stability and commitment to maintaining a safe environment for visitors. This stability ensures a smooth and secure experience for conference delegates, contributing to a positive and worry-free event.
– Welcoming Hospitality: Kazakh people are known for their warm hospitality and friendly nature. Event organisers can expect a welcoming and supportive local community, making delegates feel comfortable and ensuring a pleasant experience throughout their stay.
These factors collectively make Kazakhstan an attractive destination for event organisers looking for a unique and memorable conference experience.
Q3: As a destination with an incredibly diverse landscape and an array of charming cities, do you plan on marketing Kazakhstan as an incentive destination?
Kazakh tourism actively promotes itself as an incentive travel destination in key markets such as the EU, India, China, and CIS countries. We participate annually in trade fairs like IMEX and organise familiarisation trips for media, meeting organisers, PCOs, and MICE agencies. However, as an emerging destination in this market, we recognise the need for additional marketing efforts to further establish ourselves in the field of incentive travel.
“The country’s commitment to infrastructure development, marketing efforts, professional training, government support, and collaboration ensures a promising future for the advancement of the meetings industry in Kazakhstan.”
Q4: How developed is the meetings industry in Kazakhstan? What are your plans to advance it?
The meetings industry in Kazakhstan has been steadily developing in recent years. The country has made significant progress in infrastructure development, attracting international events and conferences. Nowadays, Kazakhstan is the leading country in the region in attracting associations, corporate meetings, incentives and exhibitions.
Prior to the pandemic, Kazakhstan attracted a significant number of international association events, corporate events, and incentives from markets like the CIS, India, and Southeast Asia. It was also a regional leader in trade fairs. Currently, there are 18 trade show organisers in Kazakhstan who annually host 50 major trade shows, drawing over 4,000 companies and more than 175,000 visitors. According to the Bureau of National Statistics, the conference and trade exhibition market in Kazakhstan saw a 30% increase in 2022, amounting to 132 million Euros in services. While the market is recovering from the impact of the pandemic, Kazakhstan remains a promising destination for the meeting industry.
To advance the meetings industry further, Kazakhstan has several plans and initiatives in place:
Two years ago, we introduced the Conference Ambassador Program aimed at attracting events from international associations. Each year, we appoint over ten individuals as conference ambassadors. As a result of this program, we successfully hosted notable events this year, including The International Network for Quality Assurance Agencies in Higher Education (INQAAHE), the 17th Asian Regional Conference on Soil Mechanics and Geotechnical Engineering, and more. We continue to bring in additional events through this program, with exciting prospects on the horizon.
Infrastructure Development: Continued investment in infrastructure is a priority to enhance the country’s meetings industry. This includes the expansion and modernisation of existing convention centres, the development of new conference venues, and the improvement of transportation networks to facilitate easy access to event locations.
Marketing and Promotion: Kazakhstan aims to enhance its visibility and reputation as a preferred meeting destination through strategic marketing and promotional campaigns. These efforts focus on showcasing the country’s unique offerings, highlighting success stories of previous events, and targeting key international markets to attract more conferences and conventions.
Professional Training and Education: Kazakhstan recognises the importance of building a skilled workforce in the meetings industry. Efforts are being made to provide professional training and education programs for event planners, hospitality professionals, and other related roles. This will ensure a high standard of service and expertise in organising and hosting meetings and events.
Kazakhstan offers visa-free travel for citizens of over 80 countries, including the EU, USA, CIS countries, China, India, the Middle East, Korea, Japan, and many others. This allows travellers from these nations to visit Kazakhstan without the need for a visa, promoting ease and convenience for international visitors.
The Kazakh government actively supports the meetings industry through various initiatives and incentives. This includes financial support, simplified visa processes for participants, and collaboration with industry associations and organisations to create a favourable business environment for conferences and events.
Collaboration and Partnerships: Kazakhstan seeks to establish collaborations and partnerships with international event organisers, professional associations, and industry experts. This collaboration helps to exchange knowledge, best practices, and experiences, contributing to the growth and advancement of the meetings industry in Kazakhstan.
By implementing these plans and initiatives, Kazakhstan aims to position itself as a leading meeting and event destination in the region. The country’s commitment to infrastructure development, marketing efforts, professional training, government support, and collaboration ensures a promising future for the advancement of the meetings industry in Kazakhstan.
Q5: In light of sustainability in the meetings industry, destinations globally decide to start green marketing campaigns. Do you plan on developing a sustainable offer for event organisers and attendees?
Yes, Kazakhstan recognises the importance of sustainability in the meetings industry and is committed to developing a sustainable offer for event organisers and attendees. The country is actively working towards incorporating sustainable practices and initiatives into its event planning and management. Here are some key aspects of Kazakhstan’s plans:
– Green Infrastructure: Kazakhstan aims to develop and improve its infrastructure with sustainability in mind. This includes implementing eco-friendly technologies in convention centres, hotels, and event venues, such as energy-efficient lighting, waste management systems, and renewable energy sources.
– Sustainable Transportation: Kazakhstan encourages the use of sustainable transportation options for event attendees, such as promoting public transportation, providing shuttle services using low-emission vehicles, and facilitating bike-sharing programs. Additionally, efforts are made to ensure accessibility to venues via public transport and minimise the environmental impact of transportation.
– Waste Management and Recycling: Kazakhstan promotes responsible waste management practices during events. This involves implementing recycling programs, reducing single-use plastics, and encouraging the use of sustainable materials for event materials and promotional items. Collaboration with local communities and waste management agencies helps in effectively managing event waste.
– Sustainable Catering: Kazakhstan is committed to offering sustainable catering options for events. This includes working with caterers who prioritise locally sourced, seasonal, and organic ingredients, as well as minimising food waste through proper portion control and donation programs.
– Community Engagement: Kazakhstan believes in engaging with local communities to create a positive impact. This involves partnering with local organisations for community outreach programs, supporting social and environmental initiatives, and involving local suppliers and artisans to promote sustainable and responsible practices.
– Green Certifications and Standards: Kazakhstan aims to encourage event organisers to adhere to internationally recognised green certifications and standards. This helps ensure that events meet specific environmental criteria, such as ISO 20121 for sustainable event management.
By focusing on these sustainable initiatives, Kazakhstan aims to provide event organisers and attendees with an environmentally responsible and enjoyable experience. The country’s commitment to sustainability aligns with the global efforts to promote green practices in the meetings industry and contributes to creating a more sustainable future for events.
Q6: What types of events and conferences do you wish to host in Kazakhstan in the future? Will you aim to welcome association events or scientific conferences?
In the future, Kazakhstan aims to host a diverse range of events and conferences that contribute to various fields and industries. The country welcomes both association events and scientific conferences, as well as other types of gatherings. Here are the types of events Kazakhstan wishes to host:
– Association Events: Kazakhstan is keen on attracting international association events from various sectors such as technology, healthcare, engineering, finance, and more. These events provide a platform for professionals and experts to exchange knowledge, network, and discuss industry advancements.
– Scientific Conferences: Kazakhstan is interested in hosting scientific conferences that cover a wide range of disciplines, including but not limited to medicine, environmental studies, energy, space exploration, agriculture, and social sciences. These conferences contribute to the dissemination of research, collaboration among scientists, and the advancement of knowledge in their respective fields.
– Business Conferences: Kazakhstan aims to welcome business conferences that focus on entrepreneurship, innovation, trade, and investment. These conferences provide opportunities for business leaders, policymakers, and investors to explore partnerships, discuss market trends, and foster economic growth.
– Technology and Innovation Events: Kazakhstan seeks to host events that highlight technological advancements, innovation, and digital transformation. This includes conferences on emerging technologies, start-up ecosystems, artificial intelligence, blockchain, and other areas that drive technological progress.
– Cultural and Arts Festivals: Kazakhstan also wishes to host cultural and arts festivals that showcase the country’s rich heritage, traditions, music, dance, literature, and visual arts. These festivals provide a platform for cultural exchange, promoting diversity and understanding.
By welcoming a diverse range of events and conferences, Kazakhstan aims to foster knowledge sharing, cultural exchange, and economic growth. The country’s infrastructure, commitment to sustainability, and strategic location make it an attractive destination for hosting various types of gatherings in the future.
“I think the meetings industry will be shaped by sustainability practices, technological advancements, personalisation, diversity and inclusion, and collaboration in the next decade.”
Q7: If you were organising an international event in Kazakhstan, where would you host it and why?
For an international event in Kazakhstan, I would recommend hosting it in Astana and Almaty. Both cities offer modern infrastructure, excellent accessibility, purpose-built convention facilities, a variety of accommodation options, and a vibrant city ambience. The government provides support for event planning and marketing. Overall, these cities provide a convenient and memorable location for successful international events.
Q8: How do you foresee the future of the meetings industry in the next decade? What topics must the industry address immediately?
I think the meetings industry will be shaped by sustainability practices, technological advancements, personalisation, diversity and inclusion, and collaboration in the next decade. Immediate topics to address include digital capabilities and sustainability initiatives. Adapting to these trends and challenges will ensure a successful and engaging future for the industry.
Q9: Kazakhstan is the fastest-growing MICE destination in Central Asia. How will you ensure it evolves in the future?
To ensure the continued evolution of Kazakhstan as the fastest-growing MICE destination in Central Asia, key strategies include investing in infrastructure, implementing effective marketing campaigns, providing government support and incentives, focusing on training and professional development, promoting sustainability initiatives, and fostering collaboration with industry stakeholders. These efforts will enhance the appeal and competitiveness of Kazakhstan as a top MICE destination.
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