Could Kazakhstan's Event Tourism be the Next Strategic Move to Garner Global Spotlight?
==================================================================================
The cities of Astana and Almaty in Kazakhstan are making a name for themselves as major hubs for large-scale events, attracting international artists and boosting local tourism.
Jennifer Lopez recently announced a concert in Astana, adding to the list of major acts set to perform in Kazakhstan in 2025, which includes Limp Bizkit, Thirty Seconds to Mars, and the Backstreet Boys. The JLo concert in Almaty drew audiences from 35 countries, contributing to the city's growing reputation as a destination for global entertainment.
The economic impact of such concerts is significant. The JLo concert in Almaty attracted 12,000 tourists, leading to a noticeable spike in hotel occupancy, domestic flight and train usage, and increased business for restaurants, retail, transport, and guiding services. The Backstreet Boys' concert is expected to extend the summer boom for the hospitality and travel industries.
The Astana Arena, with a capacity of 30,000 people, and Almaty’s Central Stadium, which can accommodate over 23,000 spectators, provide the necessary infrastructure for hosting large-scale events. However, the growth in event tourism also poses challenges, such as potential overtourism that can strain infrastructure and require improvements in hotel capacity, concert venue facilities, and ticketing systems.
Infrastructure challenges, such as high equipment transportation costs and limited venue availability, affect global tours. Despite these challenges, Astana and Almaty are ready to host large-scale events, as indicated by the influx of big-name acts like the Backstreet Boys and Jennifer Lopez.
Astana has over 290 hotels, including nine 5-star and over 100 three or four-star hotels, providing ample accommodation for the increasing number of tourists. The city has positioned itself as a major hub for political conferences and a meeting point for global diplomatic powers, hosting landmark events such as the Astana International Forum and the Congress of the Leaders of World and Traditional Religions.
The growth of the event industry in Kazakhstan, especially in cities like Astana and Almaty, significantly boosts local businesses and tourism. This surge in event tourism generates a multiplier effect in the local economy, with heightened demand for technical staff, sound and lighting, and stage assembly services benefiting local industries.
Kazakhstan’s rising event industry complements broader tourism growth, which in recent years has seen foreign tourist numbers double and accommodation revenues increase significantly. Given Kazakhstan's political stability, rich cultural resources, and strategic location, the expanding event sector is positioned as a key driver to enhance tourism and economic development in major cities, supporting diversified service sectors and boosting regional visibility.
In summary, the expanding event industry in Astana and Almaty positively impacts local businesses and tourism by driving demand in hospitality, transport, and entertainment services, while necessitating infrastructure upgrades to manage growth sustainably. The international fans of these concerts are expected to spend on travel, food, shopping, and leisure, further boosting the local economy.
