Almaty Travel Massive: World Tourism Day Round Table "Almaty Future Tourism Dialog" at AlmaU

Members of the Public Councils and the Almaty Tourism Industry Council discussed destination management quality and the digital transformation of tourism at the “Almaty Future Tourism Dialog”, held at Almaty Management University (AlmaU).

Almaty, 25 September 2026 - Representatives of the Almaty Tourism Industry Council took part in the “Almaty Future Tourism Dialog” expert roundtable at AlmaU, which focused on the key challenges and development prospects for the tourism sector. The event centred on destination management, digital transformation, and the introduction of quality standards and certification for tourism businesses.

Opening and presentations

The event began with a minute of silence in memory of the tragic events in Mangystau. Welcoming remarks were delivered by Azamat Aueskhanuly, Dean of the AlmaU School of Management, and by representatives of JSC NC “Kazakh Tourism”, the Almaty Chamber of Entrepreneurs, the City Public Council, and the Creative Industries Alliance of Qazaqstan.

The business program opened with a presentation by Yerkin Tikenov - Chairman of the Almaty Tourism Industry Council, Coordinator of the Tourism Committee of the Creative Industries Alliance of Qazaqstan, Director of Incide Travel, and Professor of Practice at AlmaU - who shared findings from the “Taldau Almaty” School of Analytics. His presentation covered the digital transformation of tourism within the Almaty agglomeration, mechanisms for the smart specialization of districts, and the development of a distributed experience economy, and proposed recommendations for tourism-related territorial management.

Akbota Kairkhanova of the national company “Kazakh Tourism” continued the official program, discussing how the “Very Nice” Quality Mark program can help raise service quality.

Panel discussion (watch the video recording below)

The highlight of the day was the expert panel “Quality as a Driving Force for Tourism Destination Development”, moderated by Yerkin Tikenov. Experts from government bodies, public councils, the banking sector and non-profit organizations examined the barriers to and incentives for voluntary certification, the balance between regulating and supporting business, and safety standards in active tourism.

Maksat Bakytovich Tabylganov, a member of the Almaty Tourism Industry Council and Head of Travel at Halyk Bank, took an active part in the panel. Online participants included Yerbol Zhanybekovich Zhanybekov, Director of Sabre Travel Network (Central Asia), and Askhat Onalbayevich Zhanbosynov, a partner at AlfaMedGroup.

In his address, Yerkin Tikenov emphasized the importance of advanced analytical tools - such as analysis of short-term rental market data and travel technologies - for accurately forecasting tourism flows and reducing the strain on the region’s ecosystems.

As moderator, he highlighted that effective destination management requires a synergy of efforts among the academic community, the business sector, and civil society bodies - specifically the Public Councils of the national company “Kazakh Tourism” and the City of Almaty. He also noted the pivotal role of market participants’ willingness to engage in open dialogue through Almaty’s sectoral tourism council.

Travel Massive Almaty and networking

The program concluded with presentations on Travel Massive Almaty’s travel-tech projects, followed by networking and a coffee break. The event proved an effective platform for sharing expertise, strengthening partnerships, and developing practical solutions for tourism growth in the region.

What participants said

Akbota Zhubanyshkyzy Kairkhanova (Chief Manager, Tourism Product Development Department, JSC NC “Kazakh Tourism”): “The ‘Quality Mark’ program has proven its relevance as a tool for enhancing competitiveness. Dialogue with the business community demonstrates that certification is becoming not merely a badge of distinction, but a genuine market standard for customer-centricity and safety.”

Gulnara Nurganatovna Katibayeva (Chair of the Public Council of JSC NC “Kazakh Tourism”; Association “Club of Restaurateurs of Kazakhstan”): “Today, the HoReCa sector directly influences the overall impression of a destination. It is crucial for us that any quality standards are implemented with market realities in mind and help businesses overcome staffing and operational challenges.”

Nariman Baktybayevich Abilshayikov (Chair of the Commission on Entrepreneurship and Tourism, Public Council of Almaty): “The quality of destination management is a multifaceted indicator that affects the comfort of both tourists and local residents. Public oversight and open dialogue help us quickly identify areas for growth in Almaty.”

Diana Frolova (Executive Secretary of KazAlpineClub; Member of the Tourism Committee, Creative Industries Alliance of Qazaqstan): “Developing active tourism requires an uncompromising approach to safety and the authenticity of experiences. The synergy between the creative sector and professional associations enables the creation of unique and reliable tourism products.”

Yerkin Tikenov (Chair of the Almaty Tourism Industry Council; Coordinator of the CIAQ Tourism Committee; Director of Incide Travel): “Digital transformation and smart specialization are not merely technological trends but a vital necessity for the polycentric destination of Almaty. Success in tourism development today depends on our ability to utilize precise analytics, build effective cross-sector cooperation, and create a distributed experience economy that delivers real benefits to both the regional economy and local communities.”

Thanks to everyone who joined us at AlmaU for the Almaty Future Tourism Dialog, and to our speakers, panelists and partners for sharing their insights.

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