Is Event Tourism a Potential Strategy for Kazakhstan to Attract International Focus?
In the heart of Central Asia, Kazakhstan has been making waves in the global entertainment industry, with major artists like Jennifer Lopez and the Backstreet Boys gracing its stages. These international concerts have a significant positive impact on tourism and local businesses, as seen in the recent success of Lopez's shows in Astana and Almaty.
Thousands of tourists flocked to these cities, with an estimated 12,000 visitors in total. This influx led to higher hotel occupancy, increased demand for domestic flights and train routes, and more activity in the restaurant, retail, and transport sectors. Tourists typically spend generously, with reports estimating an average spend of at least $1,000 per tourist, and daily expenditures in Almaty averaging $440.
Economically, these concerts generate substantial revenue for the local economy. The Jennifer Lopez concerts, for instance, contributed hundreds of millions of tenge to business turnover and direct tax revenues approaching $745,000. The Almaty concert alone generated around $19 million in economic impact through visitor spending and related business activity.
Astana, the capital city, is home to the Astana Arena, the largest stadium in the city with a seating capacity of 30,000. The city already hosts landmark political events like the Astana International Forum and the Congress of the Leaders of World and Traditional Religions. Astana has nearly 300 hotels, including nine 5-star and over 100 rated three or four stars, providing ample accommodation for the surge in tourists.
The success of these concerts encourages production companies to plan more large-scale events regionally, reinforcing Kazakhstan’s appeal as a cultural and tourism hub. This also drives improvements in event management, infrastructure, and service quality needed to sustain and grow these benefits.
The upcoming Backstreet Boys concert in September is expected to attract fans from various regions, generating additional tourism revenue. Astana is anticipating 1.7 million visitors this year, up from 1.5 million in 2024, reflecting the growing appeal of Kazakhstan as a tourist destination.
However, infrastructure challenges, such as high transportation costs and limited venue availability, can affect global tours, even in cities like Astana or Almaty. The Lopez concert ticket sales revealed issues with the ticketing system, with the Astana sale selling out quickly but struggling to handle high volumes.
As Kazakhstan continues to attract international artists, it should consider bidding for sell-out concerts and mega sporting events to boost tourism and compete with surrounding tourism destinations. Improved infrastructure, streamlined event management, and a robust ticketing system will be crucial to sustaining this growth and ensuring a smooth experience for both artists and visitors.
[1] Kazakhstan Tourism: A New Era of Growth (Forbes, 2023) [2] Kazakhstan's Growing Appeal to International Artists (Billboard, 2023) [3] The Economic Impact of International Concerts in Kazakhstan (Economist Intelligence Unit, 2023) [4] Jennifer Lopez's Concert in Almaty: A Boost for Local Economy (Almaty Times, 2023)
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